"Marketing is not about what you make, but the stories that you tell." – Seth Godin
Since the dawn of time, brand storytelling has been an integral part human communication. Stories are used to communicate information, connect with others and create meaning in our lives. Marketers looking to establish strong relationships with their audiences will find storytelling a valuable tool.
Are you still skeptical? OneSpot reports that 92% of consumers want ads that feel like stories. Edelman also found that 63% of respondents said that they remember a brand's story when making a purchase decision.
Marketing storytelling is about creating a story around a brand to attract customers, evoke emotions and motivate action. This is more than just promoting a product. To create deeper connections, it's all about creating memorable experiences that resonate with your audience.
Let's look at the importance of storytelling and how to elevate your brand using proper storytelling techniques.
Make it relatable. Be relatable.
Share engaging stories that are emotionally relevant.
Trust is vital and can only be built by authenticity and consistency. It is not what you speak, but what you do.
Your brand will be more relatable if you tell stories
Marketers often throw facts, features, and other brand attributes at their target audience to appeal to their rational side. These elements are important but can overwhelm consumers.
It's much more effective to create stories and establish a connection with your audience. Stories are a way for people to connect because they offer context, emotion and empathy. This humanizes your brand. It is one of the most valuable skills that marketers have today.
Think about Coca-Cola’s success with the "Share a Coke” campaign. Coca-Cola made it easier for customers to identify their brand by putting their names on products. With more than 150 million bottles personalized, the campaign was a great success. The campaign also helped to reverse more than 10 years' worth of decline in American Coke consumption.
Our brains are wired to take in information when it is presented engagingly rather than presenting cold facts. Fast Company reports that only the language part of our brains can decode straight data. When we read a story, our brains activate any other parts of the brain that would be used if we were actually experiencing the information.
Bottom line: Consumers don’t want to be sold on or overwhelmed by facts about your company – they want a genuine, meaningful connection.
Storytelling can elicit emotion
Google, Nike and Apple are all brand powerhouses that rely on emotional marketing to increase their brand visibility.
Marketing is powered by emotion. You can motivate your customers to act by tapping into their emotions. Because you can create a story that resonates with your audience, successful storytelling can inspire positive emotions about your brand.
Nike is arguably the most powerful storytelling brand, and almost all of its ads evoke emotions. Nike's "You Can't Stop Us", for example, features split-screen videos of athletes from different sports and backgrounds. This highlights the similarities among athletes and shows how they face similar struggles and challenges.
Another Nike ad campaign, "What are girls made from?" encourages people pursue their dreams and be the best version of themselves.
Nike's story is about pushing boundaries, conquering obstacles and reaching success. This creates a brand that inspires, motivates, and challenges its customers on an even deeper level.
Bottom line: Evoking emotion can make your audience feel more connected and memorable.
Storytelling builds trust
Marketing is all about authenticity and trust. Customers who trust your brand are more likely to recommend your products and services to others. This can help build brand loyalty.
Patagonia is an excellent example of a brand that uses storytelling to its advantage. Their brand mission, values and expertise are clearly articulated in their showcase. They also demonstrate their commitment to ethical business practices and environmental sustainability. Patagonia has a loyal customer base that trusts its brand and supports its mission.
Trust is built by authentic messaging. The brand story you tell should reflect who you are as an individual brand. It shouldn't be exaggerated or fabricated. Transparency, authenticity and honesty are signs that the brand is transparent and open about its operations. This can help customers feel more secure in their relationship with it.
Bottom line: Effective storytelling builds trust with your target audience by allowing them to relate to the brand's values and mission.
Storytelling delivers ROI
Storytelling taps into human emotion and makes brands more relatable. Brands we trust and like are more likely to buy from us. Brand storytelling has a better return on investment.
Stories are what make customers heroes, not your product. Customers love to see themselves as heroes. This makes them more inclined to purchase from you than brands that brag about themselves.
How to incorporate storytelling into your marketing
These are five things you should consider when crafting a compelling story about your brand.
Brand Story If your are unsure of where to start, you can begin with the basics. Your brand story is what you define. Your story should be compelling, authentic, and simple to understand. Think of your customers as heroes. We know that consumers don’t like being sold, so marketers often try to make their brand the hero. Your consumers should be at the heart of your story. Next, you need to explain their motivations and challenges. This will allow you to craft a compelling story that appeals to your target audience. Define your marketing channels. Your brand story must be shared across all channels in order to be effective. Some channels are better suited to long-form content like videos and websites, while others can be used for short-form content such as email marketing, social media, and advertising. Keep your message consistent across all channels and touchpoints to reinforce your brand story. This will not only create a consistent brand message but also help to build brand recognition. Visualize it: People love strong visuals. Engaging and compelling creative can help you draw them in to your story and reinforce your message.
If storytelling is done well and authentic stories are shared across multiple platforms, it can be a powerful tool to build long-lasting relationships with your audience. You can make your brand more relatable by using storytelling to build trust and create memorable experiences that will inspire action.
Are you looking for more examples? Here are 6 examples of genius brand storytelling you must see.
Marketing Insider Group's article Once Upon a Brand: Storytelling is Powerful in Marketing appeared first.
Frequently Asked Questions
What makes it so important to identify your brand?
A brand is simply a promise that your company makes to its customers. Your brand is a promise that your company will deliver certain benefits and qualities that will make you stand out from the rest. Your brand is what differentiates you from others in the same industry.
Your brand is a symbol of authority and credibility. Potential customers instantly recognize your company's logo when they see it. They trust you because you've earned their respect.
Your company's culture is also part of your brand. If your employees are passionately involved in your brand, then it is probably reflective of your passion for the product or service.
Your brand is more than just words and pictures. It is a promise your company keeps. It's a promise to provide value to your customers.
You need to take into account several things when you are attempting to build your brand. First, choose a name and description that clearly describes your company. For example, if you run a bakery, you'd probably pick something like Sweet Dreams Bakery. For a software company, DreamSpark Software is the right choice.
Next, consider how your brand will be presented. Do you want to use a well-known symbol? Will your colors match your corporate identity? Will you use logos
Finally, consider the perception of your brand by your target audience. Are you friendly and helpful? Do you project professionalism and trustworthiness? Do you appear knowledgeable and experienced?
These are all questions to ask before you build your brand.
What is the difference of advertising and marketing?
Advertising is a form of communication that promotes products or brands. Advertising is usually accompanied by a clear call for action, such “Buy Now!” You can also click here.
Marketing, on the other hand is a way to communicate your company's vision, mission, and values with potential customers. Marketing can also help build relationships between current and potential customers.
Online sales of shoes can be a great example of marketing. You may use marketing to tell a story about you and what you have to offer. Talk about your values, philosophy, and dedication to quality. You might share customer testimonials. Or you might even create an event where you give away free pairs of shoes to encourage people to visit your website.
In short, marketing is about telling stories. Advertising is about selling things.
What are the major types of marketing?
Marketing is the act and communication of ideas, values, messages, and information to consumers. Marketing is often used interchangeably with advertising. Marketing does not just include advertising. Marketing can include all communication methods that promote or market a product, service, or idea.
The three key components of marketing include branding, promotion, and distribution. How a company is identified to its target audience is called branding. Promotion is the act or obtaining attention for your brand using paid advertisements, promotional materials, and public relations. Distribution is how you get your message across to your target audience. Distribution can be done via traditional methods such as television, radio and print. But, the new technology has made it easier.
What are the five marketing concepts?
The five marketing concepts are:
- Branding: A brand is a person's image. It's what they think of when they hear your name. It is important to have a consistent brand identity across all media.
- Positioning – How you position yourself in your market. How can you best describe who you really are?
- Message – This is your message's content. What is your point Why should anyone buy from you?
- Marketing mix is when you combine channels, pricing, or promotions to communicate your message to your target audiences.
- How do you measure success?
- 81% of brands employ affiliate marketing, and eCommerce sites are particularly good candidates. (blog.hubspot.com)
- According to statistics, 60% of online shoppers worldwide actively search for coupons before purchasing from a virtual shop. (influencermarketinghub.com)
- In 2017, 34% of marketers cited co-branding as the most effective way to increase the number of email subscribers. (influencermarketinghub.com)
- Meanwhile, a PartnerPath poll found that co-marketed ads help 68% of consumers arrive at a buying decision before even speaking to a salesperson. (influencermarketinghub.com)
- This allows us to deliver CPCs that are 80% less than average and CTRs 4-5 times higher than average. (marketinginsidergroup.com)
- TikTok quarterly first-time installations 2021
- Statista – E-commerce around the World – Statistica – Facts & Statistics
- How to Use Search Engine Optimization to Build Your Brand
- Marketing Automation: What is it, Examples & Tools 
Six Types of Ecommerce Marketing
How can I market my eCommerce store
Ecommerce marketing represents one of most difficult marketing tasks. You need to learn about your customers' buying patterns and how they interact with you products and services. You can then create a strategy that will help you achieve your goals.
There are six types to eCommerce marketing strategies.
- Product Strategy – The first step to deciding what product you want online is to determine your product type. There are three major categories: physical goods (things), virtual goods (services) and membership sites. Once you have decided on the category you want to work in, you will need to decide if you are going to sell wholesale or retail. Wholesale pricing is when you decide the price at which you will sell your products. Retail pricing means that you charge your customers directly for your products.
- Pricing Strategy – Next, you need to figure out how much you want to make from selling your products. You should consider profit margins, competition, shipping costs, taxes, etc. You can increase your profits by lowering your cost per sale or increasing your sales volume when you are deciding on your pricing strategy.
- Promotion Strategy – Now comes the fun! A promotion strategy must be developed that best suits your business. One strategy is to offer free shipping and special discounts. You might try to think of new promotional ideas, if none are available.
- Shipping Strategy – Once you have figured out how to market your products, it is time to consider how you will get them to customers. Do you ship via USPS, FedEx, UPS, DHL, or another delivery service? Are you going to use a fulfillment center or will you do it all yourself?
- Merchandise Management System. This software allows you to track inventory, fulfill orders, track orders, and communicate effectively with suppliers. There are many options available, depending on what your budget is and your preferences.
- Customer Service Strategy – Finally, you must create a customer service strategy that is effective for your business. Will you provide telephone support or email support? Customers can contact you via live chat, social media or snail mail.
By: Vince Venditti
Title: Once Upon a Brand: The Power of Storytelling in Marketing
Sourced From: marketinginsidergroup.com/marketing-strategy/the-power-of-storytelling-in-marketing/
Published Date: Thu, 02 Mar 2023 14:05:34 +0000