power of storytelling in branding

Table of Contents

The Power of Storytelling in Branding for Connecting Better with Audience

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.

When did storytelling in branding begin?

According to previous information & notions, it is said that there are three main perspectives to address this issue. They are as follows:

  1. Romanticism
  2. Consolidation of Modern Advertising
  3. Emergence of the digital media

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.

How to use brand storytelling to connect with audience?

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:

  1. Your brand narrative & brand values should align:
    Customers care about brand values. They appreciate a brand’s commitment to diversity or respect for the environment. The brand narratives are a helpful way for companies to clarify their core values to customers. A brand should craft the foundational beliefs that your brand stands for.
  2. Pass on a clear & consistent brand message:
    A consistent & clear brand message is important. Herein, you can highlight what the brand is about, what makes it unique & what you want the audience to remember. Before crafting storytelling in branding, you should consider outlining of some points that you aim your stories to pass the message about.

  3. Craft stories for your audience:
    In simple words, this means your audience should relate to your stories. Be specific about a particular group of target audience. It will work better when you’re talking to a specific audience. Your story can shape up in unexpected ways. Find out what your audience & you have in common & touch on those points.

  4. Character driven:
    Storytelling in branding isn’t just about mentioning about events that took place. Effective stories are character-driven. They sink in our emotions which help us relate to the characters on a certain level. Brand stories should have the same ingredients a story has- a protagonist, who faces challenges while being successful (or failure) like a boss, an antagonist (the business problem), & other secondary characters.

4 P’s of Storytelling

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:

  1. Pacing:
    The art of pacing governs rhythm & meter of the narrative. Perfect pacing determines when to accelerate for higher action or slow down for contemplative moments. A master storyteller understands how to balance exposition, dialogue & action. It maintains the audience’s interest & emotional involvement throughout the journey.

  2. Plot:
    The plot is the very spine of the story. It includes the way to depict the series of events, conflicts & resolutions that take the narrative forward. A perfect plot maintains a balance between tension & release. It keeps the audience engaged & eager to find out what happens next. It is an important element when storytelling in branding is the concern.

  3. People:
    A memorable protagonist and supporting cast are the lifeblood of any successful story. Complex, relatable & multi-dimensional characters elicit empathy & create connections with the audience. Readers & viewers invest in the characters journeys, experiencing their joys, sorrows & growth. Strong character development makes the storytelling experience better & rewarding.

  4. Purpose:
    Without a purpose a storyline is unclear. A well-defined narrative drives the story forward in regard to making it entertaining, inspiring, educative or persuasive. It gives a direction to the story’s characters, plot twists, & resolutions ensuring every element serves the overarching intent. Purpose infuses meaning in the story, resonating with the audience on a much deeper level.

Conclusion:

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.