Storytelling: how important is it to your brand?

In this 21st century there are stories everywhere, more than before. We television. In newspapers and magazines. Online. Disconnected. Wherever we look and see, there is a story. Enhanced by various technology tools; stories, whether true or ‘fake’ news, now move faster. Traversing communities and countries in seconds. Within this rapidly changing information environment, businesses, companies or corporations need to find a way that allows them and their products to stand out amidst the noise. So having the “right” story to promote your brand helps. As an ancient art form, storytelling narrates traditional, cultural, and social norms that give communities and countries the ability to express themselves through various media. Using the vital elements of plot, characterization, and narrative point of view, storytelling is used in many ways, as demonstrated across various genres: whether written, stage, film or video, poetry or music, magazine or Newspaper. Compelling, emotional, motivational, inspirational, negative or positive, a story has the ability to move the reader or viewer through various psychological states.

Since storytelling is not new and more in business, and in today’s business environment, some organizations are mastering the ability to tell stories on digital platforms, leading to positive results in their bottom line. By creating a connection with businesses and customers, regardless of demographics, the love of a story allows people to make a connection to the narrative.

So using this connection or ‘brand storytelling’ will help transform any content marketing strategy, allowing the power of content to easily engage your audience. It is advisable to invest in storytelling and according to Monte Lutz of Edelman Digital, “As businesses begin to adjust to the real-time nature of content marketing, it’s easy to lose track of your core brand narrative..”

Social media has pushed content to be more authentic, transparent and personal, and storytelling is part of this change, as at the core of stories is a big story involving the business customer or the customer’s emotions. recreating an experience for the audience.

There are many examples of corporate storytelling that demonstrate how powerful storytelling can be when done right. Emotions sell. Oz Content states: Studies show that positive emotions towards a brand have a much greater influence on consumer loyalty than trust and other attribute-based judgments. Advertising research reveals that emotional responses to an ad have a much greater influence on decisions than ad content, by a factor of 3 to 1 for television and 2 to 1 for print ads. According to Oz, there are eleven great and powerful narrative examples: Weight Watchers, Guinness, Apple, Google, John Deere, Nike, Lego, Airbnb, Harry’s, Warby Parker, and Dove.

So how do you create the greatest brand of all time?

– Create the right story by making sure there is value in the ‘human element’ content

– Make sincere and real stories;

– The importance of having a Point of View (POV) from the perspective of the target groups;

– Be aware of what connects with potential and current customers

– Define and identify protagonists, winners and positive heroes within the narrative;

– Keep the narration simple, being able to tell a story in a single line.

Finding the human element in a story helps connect customers to a brand, company or product, so creating a story that shows how their lives can be better connects them on an emotional level.

In today’s world, narrative content that connects emotionally is king, driving brand awareness and driving results.