If you have read my previous blogs, you will know that I have talked about the power of storytelling in brand building and how it helps to build a loyal customer base.
In this month’s article, I am going to take a closer look at the reasons why storytelling works and provide some tips on writing a compelling brand narrative.
Why is storytelling so powerful?
Early humans used stories even before oral language existed! They created signs in the sand, on their skin and on cave walls to communicate.
Their pictorial messages conveyed practical information about danger, what to eat, where to find water etc., long before humans could talk.
How does storytelling work?
Looking at cave drawings today, we see what was important to the people who drew them.
The scenery and animals depicted in the Lascaux cave in southwest France evoke an understanding of how these people lived and what was important to them.
We get a sense of their culture, and the day-to-day existence of people far away in time. The drawings evoke an emotional attachment to their story, even though there are no words accompanying them.
Today, we have the advantage of words, pictures, moving images, sound, and music all working together to create a compelling narrative.
The power of storytelling in brand building is about the deep emotional connection brands forge with their target audience.
A strong narrative enables a brand to resonate with customers, building trust and a sense of community through shared values and experiences to engender a sense of belonging.
You may like to read ‘The Art of Storytelling in Business’ in Forbes magazine.
The power of storytelling in brand building
Here are the main reasons why storytelling can be so effective for brands in building a loyal customer base.
Building an emotional connection with your customers
We all know that a brand is an entity. However, by creating a powerful narrative, a brand can become more human, with its own brand personality and brand values.
Why is this effective? Because customers often base buying decisions on their emotions and their feelings about certain brands.
If your brand establishes an emotional connection with customers through shared values and experiences, they will feel understood. This provides a foundation to build brand trust and loyalty.
Fostering trust through credibility
Trust in a brand is the result of creating a positive brand perception in the minds of customers utilising consistency of message, identity, design, and content.
Authentic stories and shared customer experiences demonstrate the positive effect of the brand on lives, using an emotional connection to build credibility.
Brand differentiation
There is a lot of noise in the marketplace with many competitors selling the same product or service. The power of storytelling in brand building enables one brand to stand out from the rest by sharing authentic brand stories about:
- How it all began / the founder’s story
- The uniqueness of the brand mission / purpose
- Brand values
- Contribution to the community by the brand
- The brand’s positive impact on customers’ lives and their stories
The customer journey
If customers resonate with your brand story, they will feel an emotional connection that will:
- Encourage them to buy your products / services
- Invest in your brand and its values
- Demonstrate brand loyalty
- Become an advocate for your brand, inspiring others to buy
Memorability
Retelling stories as content across marketing channels, reinforces brand messages and values, enhances brand reputation and strengthens memorability.
People remember an engaging brand narrative through their emotional investment in the story.
Storytelling is more evocative than a sales pitch or technical data and, therefore, exerts a greater influence over the buying decision.
Brand evolution
Creating a compelling narrative enables brands to constantly evolve without losing their authenticity or identity.
Brand stories can be adapted to reflect changes in direction, without impacting fundamental brand values.
Therefore, the power of storytelling in brand building lies in making long-term emotional connections, rather than relaying snippets of information or anecdotes.
It is about conveying the brand mission and values, building trust and fostering long-term loyalty.
If you want customers to buy your products and services, your brand story should engage them emotionally to cultivate longevity.
Here are a few well-known companies that showcase the power of storytelling in brand building:
Dove’s brand story is about empowering women to be themselves instead of trying to conform to a stereotype.
The brand’s commitment to natural beauty, whatever age, size, shape or colour puts real women in front of the camera, changing the stereotypical perception of beauty.
The impact of Dove on women’s self-esteem and its ability to engage customers with its brand values has been rewarded with credibility, trust, and loyalty.
Patagonia uses powerful brand storytelling to engage and inspire others to make a positive change.
With a mission to minimise its environmental impact and protect our planet by reusing, recycling and reducing waste, the brand has encouraged others to take action.
It has built a strong connection with customers through leading by example. For example, the ‘Worn Wear’ initiative encourages customers to mend outdoor clothing rather than buying new.
I have used Nike as an example in previous blog posts, and this one in no exception. Their slogan of ‘Just do it’, speaks volumes in just three words. It:
- Implies encouragement
- Pushes you to do more
- Urges you to keep going
- And inspires you to meet challenges head-on
The opportunities to create engaging, emotionally driven human stories are endless.
The power of storytelling in brand building
In my blog post ‘how to craft your brand story’, I explained what makes a great brand story and provided useful tips on creating your own. Here is a brief recap.
1 Identify your brand story
- What does your brand stand for?
- How did it all begin?
- What are your brand values?
- What makes you different from your competitors?
- Why should customers choose your brand?
2 Why should customers care about your brand story?
- Who are your customers?
- What is important to them?
- How does your brand solve their problems?
- Show them why they should buy your brand
3 How do you communicate your brand story?
- Consistent brand messaging across all communication channels
- Create stories that resonate with your customer profile
- Understand your customers’ emotions
- Authenticity is key to building a long-term relationship
4 Brand story and visual brand identity
A visual brand identity should pull all the elements of a brand together, comprising logo, slogan, colour palette, and typography to embody your brand personality and values. For the full lowdown on creating a strong brand narrative, check out my blog ‘how to craft your brand story’,If you need help in creating meaningful connections with your audience, being authentic, crafting your brand story or bringing it to life through a visual brand identity, the kettle is always on for a chat! Why not get in touch today to discover more about the power of storytelling in brand building?
