The marketplace is bustling with a number of competitors trying to be in the limelight. The leading brands in the world are aware of brand storytelling & its impact. These brands try to craft attention-grabbing ad campaigns via storytelling in branding. People are extremely fond of stories, which depict any type of emotion like motivation, inspiration, reminds of discipline & emotes bonding with friends & family. The brand strategy is crafted beautifully to match the psyche of the target audience.
According to previous information & notions, it is said that there are three main perspectives to address this issue. They are as follows:
In romanticism, it transformed not just how stories were told but also how the audience could actively participate in the taking in of the amalgamation fictions & material goods. In the 19th century the cultural shift happened was romanticism which professed the universe is sentient.
In the case of modern advertising, it started peeking out in 1815 to 1870 due to the Industrial Revolution. Advertising became an independent industry separating from journalism. Also, the first activities of buying & selling advertising space in media were born in the first advertising agencies. It should be mentioned that it was due to these social events that the artistic, literary & intellectual movement of Romanticism was originated.
In the mid-90s, as digitalization took over the conventional form of communication, the whole media spectrum was forced to re-think the model they were applying in advertising. That is when storytelling in branding also took a major turn.
Storytelling in branding revolves around creating a narrative for your brand that customers can connect with. It involves research upon the target audience, their living standards, daily routine, aims & aspirations in life & personal core values. After a deep study, there’s a deep emotion involved which defines life’s philosophy for your target audience. These storytelling techniques helps you effectively craft a brand identity & persona with its unique selling points (USPs). Here are some aspects to consider:
Effective storytelling is an art. A story or a narrative accommodates some culture references or something which holds on to the audiences’ attention. Skilled craftsmen follow a particular framework to pull off beautiful jewelry designs. Similarly, storytelling exercise 4Ps in their skill to ensure a successful brand narrative. Here are the 4Ps:
Storytelling in branding is not only an integral part of your marketing strategy but it’s also an exciting way to develop your brand image. The more you incorporate your brand narrative into content & strategies, the better you can drive values & sales. An important reminder here: Always keep your company’s values at the forefront.
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