Stories have been with us for decades, evolving in lockstep with the human race. There’s no denying that stories have an inexhaustible ability to influence and inspire. Brands can successfully convince stories, and audiences can engage more effectively.
Hence, in an era when emotional marketing is increasingly becoming a strategy, brand stories have become a currency for companies looking to strengthen their ties with their customers.
When a buyer buys a product, he also buys a piece of the story.
This article will uncover the basics of a Brand Story: What is a brand story, and the purpose and importance of having a brand story.
So let’s get started!
Brand Story: Meaning And Purpose
A brand story is more than just content and a plot. It is a unified narrative that incorporates all of the facts and feelings that a brand generates. Unlike typical advertising, a story evokes an emotional response beyond simply displaying and sharing data to sell a brand. That means the story goes beyond what’s published on a website, in a pitch to customers or investors, or a brochure.
Think about the time you were in school. Teachers used to tell stories to the whole class, and storytelling used to be a required method for your learning that helped you build cognitive thinking skills.
Similarly, by capturing the audience, a brand story accelerates the output of all marketing operations in a business. Most importantly, your story isn’t only what you say to people; it’s also what they think about you based on the signals your brand sends out.
Every action you do, every aspect of your business or brand, from the colors and textures of your packaging and business cards to the people you recruit, is a component of your brand story. Each element should reflect the truth about your brand to your audience.
Any brand story that links to the audience’s prior experience allows for a stronger bond between the brand and the audience.
Importance of Having A Brand Story in Branding
Capable of Grabbing Audience Attention
A strong brand story has the power to pique the audience’s interest, elicit strong emotions, motivate learning, and compel them to act. People are easily engaged and persuaded by stories, the simplest form of communication.
Coca-Cola, for example, knows the importance of a brand story and therefore has a long-standing brand story that is instantly relatable to consumers and capable of grabbing the audience’s attention. Despite their various health issues, they manage to spread a sense of enjoyment, companionship, and fun throughout their marketing campaigns, causing consumers to buy them. Their years of brand story nurturing have placed them at the forefront of their customers’ minds regarding carbonated drinks.
Hence, an engaging brand story leaves a lasting impression. This is a crucial aspect of establishing a brand. When consumers are looking for the products or services you offer, you should always try to be the first brand that comes to mind.
Creates A Meaningful Bond
A great story allows the audience to imagine and feel a situation they may identify with. It sends consumers on an emotional journey that will enable them to better connect with a business by identifying with the story.
Cadbury Dairy Milk is one such meaningful brand that we’ve all been and are currently a part of. It’s a story that’s still going strong. It promises to last forever, delivering a splash of much-needed sweetness when we need it from ‘Asli Swad Zindagi Ka’ to celebrating the auspicious ‘Shubh Aarambh’ to Rishton Ki Mithaas to ‘Kuch Acha Ho Jaaye.’ This meaningful brand journey is melting our hearts.
A story’s emotional connection leaves a lasting impression on the audience. As a result, such brands and brand stories have considerably better memorability than those that simply present facts, making it difficult for the audience to recall and retain the message.
Certain companies don’t just tell a story; they push it forward, intending to occupy the minds and hearts of their target audiences. This is accomplished by telling a compelling story that promises a brand and conveys that the brand appreciates its customers the most. When a brand creates an emotional connection with its audience, trust and loyalty are built spontaneously.
If someone were to ask for examples of brand loyalty, Apple would almost certainly be at the top of any list as their products are effortlessly integrated into the story. They also demonstrate how their products assist individuals in telling their own stories, with Apple highlighting the stories that people tell.
Shapes The Existence of Brand
A brand story can be more than just a tool for persuading potential customers to buy a product or service. It is frequently woven around its value proposition, values, and ethics. This serves as a source of motivation for everyone in the business. Every employee is instilled with the same principles that the business upholds and is collectively empowered to achieve a common objective while envisioning the brand’s future growth and success.
The powerful brand story allows you to communicate more than just what you do; it also demonstrates your values to others. When you express your values, it’s easier for others to identify with you, and you’ll be able to attract a larger audience; ultimately, this shapes your brand’s existence.
Makes Your Brand Stand Out
With so much choice available today, reasonable differentiators aren’t always what sets a product or service apart. It’s how it makes us feel. What distinguishes you? There’s a reason you’re different—and consumers want to know what it is—whether it’s your product design or service features. How you came to be, grew, learned to perform excellent work, and chose what you stand for are more engaging to others than you think.
Hence, a story-based connection can be a significant competitive advantage in the long run.
Even if a brand isn’t the most competitive in other ways, a brand story can be an essential competitive differentiation. Brand stories are vital as part of a brand’s entire presence – where their brand philosophy and story serve as the sharp end of their marketing. You can quickly outperform your competitors by using content to highlight the elements that make you unique aggressively.
A brand story can help you reach a larger audience, gain greater awareness, and generate more buzz for your business. In fact, it increases the brand’s worth. It has the potential to do so much more than simply connect with its target audience. It helps a brand stand out in a crowded marketplace and significantly impacts your entire brand presence.
Do you know any other importance of Brand Story that we didn’t mention in this post? Leave a comment