There are many marketing strategies used to improve customer loyalty, garner engagement, and achieve other performance objectives. Typically, these approaches will try to motivate an action by evoking some form of emotional response. Brand storytelling is one of these increasingly popular approaches to generating more clients, which is why its nuances are explained below.
What Is Brand Storytelling?
Brand storytelling is a powerful tool that helps create an emotional connection with customers. When done well, it can lead to an increase in brand loyalty and conversion rates. Consider why your brand exists and what some of its unique properties are. These elements, alongside others, can then be used as underpinning attributes to a narrative that brings your brand’s mission, history, values, and purpose to life.
Why Is Brand Storytelling Important?
To your target market, your driving force is probably nothing more than a series of fancy words and digits. Successful brand storytelling bridges a gap of care that creates engagement. This is achieved by appealing to potential and existing customers through shared underlying values. Human beings are motivated by emotions, which is why they are more likely to remember stories than they are to retain facts and stats. Brand storytelling simply takes advantage of this to drive conversions.
Consider employer brand storytelling, for example, where a company develops such an outstanding reputation as a great place to work that its roles are quickly filled. This approach appeals to the human need for job enrichment and satisfaction.
Developing a Compelling Brand Story
Brand Narrative Origin
A compelling story tends to be characterized by an interesting origin. Consider what motivated the start of the company, as well as the series of events that have taken it to the place it is today. Clear goals and values help the target audience to understand how personal experiences motivate them.
Personality and Brand Values
Powerful brand storytelling manages to humanize your business in the eyes of the consumer. Therefore, the brand needs to reflect human characteristics that are preferably based on the preferences and personalities of customers. This is one of the best marketing efforts for resonating with existing and potential clients on a deeper level.
A desire to change the world, for example, may lend itself to a hero persona that aims to achieve liberation. Alternatively, if the brand aims to drive connection and belonging, its personality may embrace intimacy and love.
Helpfulness
With traditional content marketing techniques, brands tend to hype instead of help. Compelling brand storytelling aims to avoid being promotional. Forgo the promises and the glamor. Instead, consider looking inward at what the brand stands for and how these principles are helpful to both the business and the consumer.
Customer Incorporation
All your marketing efforts surrounding brand storytelling work best when complemented by others. Consider allowing customers to tell their own stories. Quotes, case studies, review sites, and testimonials can all come together to increase trust.
Consistency
While brand storytelling explains the business’s motivations in a well-received way, it should be a true reflection. The company’s logo, content, initiatives, language, etc., need to be on-brand and in line with the impression that is being given to the public. A great brand story is demonstrated through conduct.
Elements of a Compelling Brand Message in Storytelling
There are multiple ways to go about this kind of content marketing strategy. However, try to ensure that your brand story is:
- Empathetic
- Attention-grabbing
- Consistent
- Relatable
- Aligned with business goals
- Action provoking
The Power of Brand Storytelling
Brand storytelling can create a sense of community and belonging among customers, making them more loyal to your offerings. Additionally, a well-crafted story can also help to establish your company as a leader in your industry, and it can also be used to speak to social justice and service.
Brand Storytelling Examples
Consider the following examples of brand storytelling being used well:
- In the 90s, with TV time being expensive, commercials tended to hard sell. However, Nike allowed the story of Michael Jordan to do the talking, forming a connection between the fans and the athlete, which translated into a bond with the business. Even today, the approach on many of its social channels is to inform and solve, rather than advertise.
- Warby Parker’s “Buy a Pair, Give a Pair” program is a compelling example of how a brand can use storytelling to create a sense of social responsibility. The idea of glasses being distributed to those in need ties into the story of a founder who once lost his glasses and had none for a whole semester because they were too expensive to replace. This would resonate with people who can understand affordability challenges and the needs of the less fortunate.
Measuring the Success of Your Brand Storytelling
Use metrics such as engagement rates, conversions, and brand equity to measure the success of your brand storytelling efforts. Be sure to take a proactive approach to performance reviews and adjustments to ensure that the best foot is put forward. A brand story isn’t always perfect at the onset. Use feedback from customers to refine and improve your story over time.
Authentic Stories Are a Winning Marketing Strategy
Authentic brand storytelling is key to creating a powerful brand that resonates with customers. Use real stories and experiences to create a sense of authenticity and meaning. Ensure that anything you put out is transparent and honest. It should also reflect the values and mission of your brand. The public is very good at discovering when a company is being disingenuous for the sake of profit.
Using Social Media to Convey the Brand Identity
Social media is a powerful tool for telling your brand story, especially since it allows you to partake in direct interactions with your existing and potential customer base. Use platforms such as YouTube and Instagram to share your brand and create a sense of engagement.
You may want to consider showing different sides of your business on each platform to expose the layers of your story. Even so, ensure that what you display is consistent with your overarching values across all social media channels.
PGN Agency Is Your Key to a Stronger Brand Voice!
We understand that the backbone of your business is your brand. Perception is reality to customers, which means they must see you in a light that is relatable, genuine, and interesting enough to drive engagement and conversions. Call PGN Agency today at 248-414-6860 or email [email protected], and let us help you tell your story.
