Modern consumers are tired of corporations and ideal mechanisms. They are not interested in companies, they want to know who is behind them. Who are these people, what are their values and what do they work for? In addition, cognitive psychologist Jerome Bruner suggests that people are 22 times more likely to remember a fact when wrapped in a story.
For this reason, the rules of the game have changed a lot. Today, it takes a truly powerful story to build a strong brand.
In this article, we'll look at the elements of great storytelling that will help you take your company to the next level in the eyes of consumers.
What is storytelling
Storytelling is a marketing tool that provides a comprehensive effect for business. It talks about who you are, how you solve other people's problems, what you do, and what you care about. With it, you can convey the purpose of the existence of the brand, for which it was created.
With a brand story, you help people understand your company better. Her values and vision. This way, customers get behind the scenes and start believing you. After all, you are transparent and you have nothing to hide.
How storytelling has evolved over time
Benefits of using brand storytelling
Brings the brand closer to consumers
Most brands keep their activities closed from customers. People see only finished products, their descriptions, and everything looks very official. Storytelling allows consumers to look inside, and get behind the curtain. This makes the company transparent in the eyes of the target audience and builds trust. At the same time, 81% of consumers say they must trust a brand to buy from it.
Attract like-minded people
Today, consumers are looking for companies that share their values. The irresponsible behavior of some corporations has forced people to look for brands with a clear social position. Therefore, if you, for example, use sustainable raw materials to preserve nature and this is the number 1 priority, you will gather the right people around you. Your company will be contacted and chosen by those who share this position. It is also known that storytelling can increase conversion by 30%.
Delivering company value
There are two ways to compete in the market. You can give the lowest price or provide value. Trying to retain and attract customers with the price is a slippery slope. You risk losing everything sooner or later. After all, there will always be someone who offers a lower price. You will chase until your company's resources run out.
Instead, it's better to choose a value. This is the experience that the consumer gets by interacting with you. Storytelling allows you to convey your value to the target audience. It tells what users get when they contact your company. What emotions, problem-solving, etc.
5 elements of powerful brand storytelling
Tell us about the origins
Most companies make a huge mistake early on. They themselves do not realize their purpose. This makes it difficult to highlight key features and give the brand a personality.
In order to create a strong story that will win hearts, you need to go back to the roots. Remember why you started. Think about your mission, values, and vision.
This will help you lay the foundation for a story that has true origins, future, and purpose. Tell us what makes you unique, about your aspirations and desires.
So you will not be one of those faceless companies that merge with the main mass and will be able to stand out from the competition.
Consider the characteristics of the target audience
The basis for any marketing activity is knowing your target audience. You cannot take any action until you understand your customers. Because it won't be efficient. You need to learn as much as you can about your target audience, demographics are not enough.
Make a portrait of the consumer and make it as detailed as possible. You may even have several. Depends on the specifics of the business.
Describe hobbies, desires, fears, and preferences, what inspires him, lifestyle, etc. A well-designed consumer portrait makes it possible to reach the target audience, to the very heart. We want to make a reservation right away so that there can be more than one person. To work, use social networks, study customer profiles, and use modern technologies to collect data.
Make history personal
According to experts from a popular writing company, Essay Tigers dry facts and figures no longer have that effect. Consumers want to see who is behind the company. Alive people with their ambitions and values. Bring something personal to your story.
Make the story interesting, and play with your product with unusual storytelling. Forget about clichés, boring lists, and numbers. Help humanize your brand with storytelling. So you will be ready to listen and follow you.
Tell how your brand has helped others
There is nothing better than other people's real stories. Consumers are more likely to trust brands that users recommend. Therefore, if the history of the brand began with helping people, this is a powerful technique. Besides, everyone likes to be the hero of someone's story.
Using this technique, you get a strong advantage. Because it immediately forms a positive image and loyalty.
Use the personalities of brand creators
Good stories are always filled with uniqueness. Suppose you have created a strong brand that has gained a lot of popularity. Believe me, consumers will listen with great interest about how this was done. How did the founders meet, how did the idea of creating a brand come about, and what problems did you seek to solve? All this attracts and holds the attention of people. Personalities - that's what matters most to them.
Storytelling is a powerful brand tool that allows you to solve many problems. With it, your brand will become more transparent and closer to consumers. This will allow you to form a positive image and gather the right people around you.
However, creating a good story is a laborious process. You will need to spend a lot of time and collect a lot of information. However, it's worth it.
Use our recommendations to create an outstanding story that will help your brand become even stronger and more successful.