Recentely, we received a project request from a great organization that’s ready to rebrand their company. Quite frankly, they believed the best way to re-create the company would be to truly tell their story – express to their audience the characteristics, values and attributes that makes them unique and clarifies who they are, what they do and what their business is about.
This makes you think, is brand storytelling really the way to go? Will it have staying power well into 2015? First, let’s start by clarifying what is storytelling? You’ll probably remember when you were a kid your parents used to read you bedtime stories, whether real or not, they generally portrayed fictional events through words and illustrations for the sole purpose of getting you to bed – making you feel happy. ‘Brand storytelling’ is precisely that, without of course, the fictional part. To keep your brand alive and in the minds of your customers, you have to consistently and effectively market it, whether through advertising, a website, or in the media.
Is it Important?
Yes, absolutely! We’re living in a very modern, digital age. When facing a sea of insufficient and mediocre products and services, it’s not all about being bigger or better, it’s about being relevant and connecting with your audience in a meaningful way. This doesn’t mean as a company you inundate your customers with sales pitches. To the contrary, brand storytelling is about creating a lasting connection with your audience through messages that relate, while also providing useful information on the benefits of your company and the importance of creating a relationship that ensures they choose you over the competition on any given day.
Wait, Isn’t Brand Storytelling a Fancy Word for Advertising?
While many may think so, it’s important to understand that while brand storytelling can be considered a major part of advertising, not all advertising or marketing you see on the web is brand storytelling. Brand storytelling engages customers on a more emotional level. It attempts to resonate with a customer’s feelings and gears that feeling towards your brand. Brand storytelling isn’t something new, many businesses have used it for as long as anyone can remember – think Red Bull, Target and Tom’s. It’s regarded as a core marketing strategy, and when done correctly creates loyal customers who will only buy your product or service because they truly feel connected.
What better way to resonate with your customers than to tell them your brand’s story? By adding an image to your products and services, you’re letting your brand become a living entity in their hearts and minds. You can provide them with a wonderful experience, which will give them all the more reason to be attracted to your brand. And while an image alone will never truly express the essence of your business to a customer, it can certainly stir an emotion that stays with them. So it’s imperative that you keep your brand storytelling creative, engaging and most of all, authentic.
Stay tuned for part 2!