All business owners strive to make their brand the talk of the town. You want people to know who you are, what you do, and what you stand for. That is what we call brand marketing. And what better way to make it memorable than attaching a story to it? It makes your business look relevant and useful to the masses. In this article we discuss The Relevance of Storytelling in Brand Marketing.
What is the first thing that comes to mind when you hear the words “brand marketing”? Is it the advertisement or the spreading of your brand’s name? Well, a considerable part of it is the two, but it goes beyond that.
In the world today, there are businesses in millions, and if yours is in one of those, you have to work very hard to remain relevant. With that said, we do advise that you add storytelling as part of your brand marketing strategy. In this piece, you will find out more, so let’s get down to business.
Brand Marketing Definition and Its Importance
Before we even get to the nitty-gritty of why you should tell a story about your trade name, you first have to understand the benefits brand marketing brings to the table. And first, we will answer the question of what brand marketing is for those who are completely green on the matter.
In the simplest of terms, brand marketing is the picture or feeling associated with your trademark. This is how the customer feels once they hear or see your label. And for that reason, it is essential in the following ways:
- It creates trust
- It promotes brand awareness
- Motivates the employees and makes them proud to be associated with the brand
- Sending the message you intend to spread
- Increases revenue
With that, you can easily move to our next section, where we will be discussing a few elements that make up a good story for your brand.
Elements of a Brand Narrative
When you are describing any form of narrative, there are those apparent steps you must follow — an intro, body, and conclusion. And in the narration of a brand marketing mix, the same applies.
You have to usher your customers into an exciting world of what your brand is about. And that is achieved through a storyline, an emotional connection, tangible evidence, and inspiring content.
Any brand marketing executive will attest that a great storyline will push your sales up. An excellent narrative steadily and compellingly captures the attention of your consumers to understand you fully.
Here, you include the genesis of your humble beginning and your history after that. Along with history, highlight your values and the uniqueness of the business.
This way, anyone reading it will fully grasp your roots and relate to it.
Did you know that all the songs in your playlist have an emotional connection to you? So, take that same concept and attach an emotional connection to the narrative of your brand.
However, you have to be very careful not to come out as a brag but more of a service to the people.
For instance, if your brand is associated with the making of baby diapers, tell the story of a parent getting frustrated over spill-overs or constant changes. You see, in this story, you have given your target audience a solution to the problem of spillages, which can be frustrating. In the end, the caregiver is happier.
That change from frustration to happiness is a positive emotional connection that is good for your brand.
Every operational thing has to have results, right. And so does your narrative. In all brand marketing jobs, you will be required to give ideas and possible evidence of the success rate.
With that said, the evidence in your story may be in terms of testimonial videos, pictures, tutorials, and other pieces of written media.
The last element is the content. This is the info you are to feed your customers regularly. Here social media is mostly used as a majority of leads are on social media platforms. You must then make it a habit to post consistently and religiously.
Do not stick to only pictures and videos, but shake things up with informative links to related sites and articles. Giving your customers this will have them coming back each passing day.
How Brand Marketing Storytelling Works
Anything within the borders of brand definition marketing has to have a way it works. For example, in a blog post / article you have to keep the reader hooked, and engaged with the article.
You want the reader to fully read the article and gain value from it making them want to return and read more.
And why do you think that is? Well, we won’t dig into the blog post / article scenario but in a brand marketing way.
A story about a trade name works in the following ways:
- It acts as a motivator to the buyer by comprehensively telling them why the product or service will be the answer to their problems.
- It gives life to a brand making it human, hence very relatable.
- It stirs anticipation for more.
Avenues to Use in the Telling of Your Brand’s Story
The following places are where you can post your content to attract customers to your brand.
Whether it’s Facebook, Instagram, or Twitter, your business story can be told here. Do you know the maxim “A picture is worth a thousand words”? Well, the good news is that a majority of the posts on all the social media platforms are pictorial.
But that’s not all; you could post written text, attach links, videos, and even start on challenges, which are a trendy thing today. Brand Storytelling through social media can make for a great SMM campaign.
A website tailor-made for your enterprise works wonders as a brand marketing strategy. Here, you display detailed information about your business. By getting the story correctly on your site, you will be hitting the nail on the head every day.
Keep the design modern, interface friendly, and lastly, use SEO tools. Then sit and wait to reap the fruits of your hard work.
Many might argue that social media and the website might do the trick, but who said you could not reinforce both with a blog? On a blog, you can have more regular postings even on a daily basis if you would like. Unlike on your website, which is done periodically.
Creating a balance between the three will form an intermediate brand marketing format where you encourage traffic to all. You can do this by posting a comment like ‘if you would like to find out more, check out our website at…’ This is a call to action that will lead them straight to your site.
Starting a business might be hard, but growing the brand is the most challenging part. Brand marketing requires consistency to work. And yes, it is very relevant to attach a story to it.
You remain consistent, and your brand sticks in anyone who sees or hears of you. Tell us your story of how a narrative changed your business through the comments section below.
We hope you have found this article about The Relevance of Storytelling in Brand Marketing helpful, and we wish you well with marketing your brand.
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Fresh off a business branding-related master’s degree course, Thomas Glare shares his two cents on the importance of the story behind the title. It invokes emotion and builds trust, as aforementioned. He is a specialist in computers, slots, and expansion slots.
Also published on Medium.