“I promise not to use the word pivot. I promise! Anything but pivot!” This is the pep talk I’m currently giving myself as I prepare to deliver a marketing webinar for Emmis...
Try to think back to a specific time when you watched TV and came across a particularly memorable ad. There was likely an ad at some point that you felt did an excellent job of clearly explaining who the brand was and what it did. Have you wondered how the brand achieved this and how they managed to convey their brand message so effectively?
The one key ingredient to helping people connect with your brand is storytelling, which every audience appreciates. Using brand storytelling in your marketing can be integral to a successful campaign when used the right way.
One of the most effective ways to speak to your audience is to use the art of storytelling. When it comes to branding, storytelling builds a narrative that connects your brand's values with your customers. It uses a combination of facts and emotions to illustrate the audience's problems and the brand's solution.
For example, the Indiana Youth Services Association (IYSA) saw that excessive drinking among underage youth was a problem resulting in thousands of death every year. To save lives, IYSA developed a lifeline intended to make it easy for students to report emergencies via "text to voice" applications. To promote this lifeline, IYSA used the power of storytelling to establish how its initiative would help save many young lives. By telling the real, tragic stories of teens who lost their lives due to underage drinking, IYSA could strike an emotional chord and express empathy for its audience.
Storytelling offers several critical benefits if you want to use it to your advantage to boost your branding efforts.
For instance, this method can help introduce your brand to your target audience in a unique way that enables you to stand out. With an increasing amount of competition, standing apart in your marketing is vital, and storytelling is one of the most creative ways to do so.
Storytelling also expands on traditional promotions and enables you to go more in-depth regarding your brand's mission and values. While more conventional ads may help increase brand awareness and recognition, you'll have the chance to stay on your audience's mind with compelling storytelling tactics. People are far more likely to recall a brand that makes them feel a certain way with a single ad over a brand that merely appears in front of them a lot with frequent ads.
Good storytelling brings in new customers, increasing conversions as you resonate with audiences in a way that other ads may not.
Research from Headstream found that storytelling can help increase engagement with your ads in several ways. If consumers connect with a brand story, 55% of them are more likely to purchase the product advertised at some point, 44% are likely to share the information, and another 15% will buy the product right away. In short, if you use brand storytelling to your advantage, you'll be able to see a considerable increase in ROI.
To get started and learn how to brand through storytelling, you will need to follow some steps to make sure your storytelling efforts get the best results.
First, you will need to define who you are targeting with your story. Which audiences are you speaking to with your stories, and what is the best way to connect with them. Consider which emotions will establish that connection; do you want to be sympathetic, humorous, inspirational, or exciting?
You'll also want to consider the specific goals of your storytelling. Do you want to use it to increase brand awareness and help people recall your business, or do you want your stories to inspire them to take immediate action?
With your audience and goals in mind, you can begin creating the narrative for your campaigns. Think about how you want to position your brand, what you want consumers to think of when your brand comes to mind, and what you want people's perception of your brand. With the right story and a well-constructed narrative, you can have control over all of these aspects.
You also need to consider the best medium for your story. The types of content you may use to tell a brand story may include:
With the type of content in mind, you'll need to decide on the right platform for your messaging, how often you'll display it, and what works best based on your audience. Take time to research your audience and find out where they spend their time and the types of content that evoke the best response. Consider which days and times are best to reach your target consumer on their preferred platforms.
While it's possible to do all of this on your own, an experienced marketing partner can help you get the most from your brand stories and campaigns.
People love a good story, and that includes those from the businesses they trust. Using storytelling can resonate with your audiences in ways other campaigns can't, but the key is to do it right. If you want to see the best results from your storytelling campaigns, consider working with a reliable marketing partner who has excellent storytelling experience.
“A goal without a plan is just a wish”, right?
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