The impact of storytelling for successful business branding nowadays is tremendous. Are you actively engaging in an authentic manner with your audience with storytelling? Storytelling is an excellent way to connect with consumers and is imperative to branding success.
For many years, businesses have executed interruptive marketing — traditional advertising — where brands talk “at” people instead of to them.
However, the masses have become entirely resistant to these forms of marketing, leading businesses to discover how much impact storytelling can make on branding.
Here are some of the ways storytelling drives better brand results.
1. Storytelling Helps Businesses Stand Out
Storytelling branding is essential for making your business stand out from the crowd. But how do you make your brand unique? Through storytelling, of course.
Whether you sell a product or service, people want to know who the company is and its purpose. Therefore, businesses can tell audiences what their company stands for and how it came to be through a brand story.
Telling a story is never boring — people love it when you tell them how you started your business.
Once you highlight the aspects of your business that make it unique, you can outshine the competition easily.
2. Storytelling Cultivates Customer Relationships
Nowadays, people want to interact with more human-like brands. Fortunately, this is easy since you have real people behind your brand. All you need is a story that touches people’s emotions and shares the same values with them.
In turn, you create trusting relationships with your audience, which is crucial for building brand loyalty.
However, many brands focus their storytelling on the products they sell.
To close the gap between storytelling and building relationships, you must demonstrate transparency and engage authentically.
3. Storytelling Promotes Brand Awareness and Loyalty
Compelling content through storytelling helps increase brand awareness and loyalty. Users are more likely to engage with your social media posts.
For example, branded video content is a great way to tell a story and grab your audience’s attention. In a world where eight seconds is the average attention span, storytelling is the best way to get more likes, comments and shares.
Making storytelling the core of your campaigns gives you the chance to promote them more successfully. And the more successful your campaigns become, the more you drive a connection with your audience.
As a result, you can foster brand loyalty, keeping your customers returning for more in the long run.
4. Storytelling Communicates Your Worth
From a conventional standpoint, many businesses believe the best way to compete is through price and value.
However, pricing isn’t always the most attractive way to stand out.
Many brands try to compete with this approach — it’s a race that they can keep running forever. In most industries, there will always be a new startup with a better business model that can afford to charge at lower prices.
The unfortunate truth is that these businesses are competing directly with yours. That’s why it’s better to compete on value.
When emphasizing the quality of your products or services, customers see the true value in their worth.
5. Storytelling Promotes Better Brand Recall
When telling a good story, you can get an emotional reaction from your target audience — instilling better connections. In turn, they’ll be more likely to remember your brand.
Increasing brand recall is good for business. People who remember your brand more easily are willing to share it with others.
In essence, you get free advertising in return because of word-of-mouth marketing — essential for spreading your story and having the potential to gain more customers.
Conclusion: Drive More Results by Telling Your Story
Strategizing storytelling can make a significant difference in branding.
But the important thing to remember is that brand stories must resonate with your audience. Consider gathering insights from your audience to learn what they want from your brand.
Once you know your audience and how to tell a compelling story, your content will rise and help you gain better results.
Eleanor is the editor-in-chief at Designerly Magazine. She was the director at a marketing agency prior to becoming a freelance web designer. Eleanor lives in Philly with her husband and dog, Bear.
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