WHY STORYTELLING IS THE KEY TO BRAND MARKETING

In today’s fast-paced society, humanity is becoming the new standard for businesses. We are rewarded daily with instant gratification and the ease of the internet, thus making human connection increasingly more scarce, yet treasured. Because of this, companies can no longer be faceless operations, relying on commercials and printed ads. Instead, they need to engage and connect with their audiences on a deeper, more personal level. This is where the magic of storytelling comes to play. Storytelling, in regard to brand marketing, is the curated narrative that shares both the history of the company and the emotions that they want to evoke. Here are our favorite reasons why storytelling is the key to brand marketing:

• Grow Your Audience Reach

To achieve a successful brand marketing campaign, it needs to be about so much more than just your product and/or service. When forming your story, it’s important to think about what your target audience needs from you, in addition to your product or services. Here are some questions to ask yourself about your audience:

• What does your brand mean to them?
• How do you want them to feel when they interact with your company? 
• What sort of benefits do you offer when they engage with your business’ content? 

Interact with your audience directly and let them help guide your business by using your story to create a deep emotional connection. Make your brand an experience for them to take in. You’ll see that customers will become more loyal and encourage others to join in following your brand. Once your audience understands, trusts, and supports your business, the more they will keep coming back. 

• Stand Out From the Crowd

There are thousands of companies all fighting for attention. Businesses are spending an obscene amount of money to be seen by audiences that are already being bombarded with constant advertising. The internet has made marketing so accessible, that with so much competition, it’s become very difficult for brands to stand out against each other. With such a crowded market, it’s not enough to just have a quality product or service.  You need to use your unique and unforgettable story to differentiate you from the crowd. Instead of sharing boring facts, statistics, and testimonials, focus on making your brand thoughtful, memorable, and tangible. Weave your message into your company’s story that will provoke an emotional and relatable response from your audience. No other company is the same as yours. No one shares your business’ history, challenges, triumphs, and core values. What is it about your brand that you never want your audience to forget? 

• Make an Impact

Storytelling has the potential to make a major impact. In today’s business world, consumers are constantly demanding companies to show how their efforts are making an impact on others or the world and executing results beyond just making financial gains. Believing that a company doesn’t just care about making more money, but actually cares about something else, is actually the incentive that consumers desire to invest more. A desire to change the world is an important mission to have, but your brand needs to actually show where its efforts lie. People tend to gravitate towards brands that feel more human and authentic. So, how to make your brand more human? Storytelling is the most powerful tool for effective demonstration. Our brains are wired to respond to stories with emotions, and an unforgettable story is exactly what people need to feel connected to your business. Share your story and make an impact on the world. 

When creating your business’ story, remember to include the heart of what your company stands for. Audiences want to hear your origin and history, but they also want to feel emotionally connected. How would you describe the soul of your company? Once you begin to share the heart of your company through storytelling, people will respond and want to support your brand. Don’t compare your company to others that are just working to do things fast, efficient, and automatic. Be the company that is known for being good, genuine, authentic, and human. Show that you care and let that be your legacy. Start sharing your story and contact Influence Digital Solutions today!