We could all see an advertisement or listen to a story about a certain brand and instantly guess what brand the story is from, this is what brand storytelling is. For instance, Nike always tell stories revolving around their thirty five year old brand slogan “Just Do It”. This slogan is the driving motivation behind the entire brand.
Storytelling is an age-old human tradition—a way to connect, share experiences, and convey information. Marketing is a powerful tool that can breathe life into your brand, engage your audience, and leave a lasting impression. A well-told story would make your brand stand out and make your audience emotionally invested.
- Understand the impact of storytelling
GTBanks 737 campaign is that campaign that every Nigerian would surely remember. When that campaign dropped, lots of Nigerians decided to open bank accounts with the bank just because of how impactful that campaign was. That, is good storytelling.
A well-told story would trigger the emotions of individuals and make your brand as relatable and memorable as possible. Most of the time, people use how a certain thing made them feel to describe it. For instance, you might not recall the name of a horror movie you watched, but you can remember how scared you were when you were done.
2. Know your audience and their needs
This is the perfect way to know what route you should take for your brand storytelling. When you know your target audience and what they want, you can effectively address their pain points and offer solutions.
This is the route that the popular Indomie noodles took. Indomie is not a stagnant brand, but a brand who knows their audience and changes based on their needs. We all saw how Indomie brought about the hungry man size, because one super pack just isn’t enough. We also saw the family pack, because hungry man size can’t feed a whole family. And then we got numerous flavours that caters to the Nigerian taste buds like the jollof and relish and so on.
3. Define your brand values
A very good brand story relies more on the core values of that brand. Make sure you let your audience know what your brand stands for and what they should be expecting to see.
This point screams piggyvest because anytime I see their advert or just think about them, I feel an urge to save. Their brand story is based on a core value which is learning to spend less and save more. The advert below is also very relatable because it shows that anyone (even common people) should and can save.
4. Create a compelling origin story
Every brand has a great beginning, and your brand should, too. Make sure you share the story of your brand and also the challenges that you faced along the way. Your brand origin story was not perfect, so let your audience see that so they can relate to you and your brand.
Most of us were present in the whole Dangote story and have watched the brand grow from just producing bags of cement to become one of the biggest companies in the world. Even if we weren’t present, it was that story we always heard from people. So just like Dangote, you’ll need to create a compelling brand origin story that people will keep talking about for years to come.
5. Engage emotions to drive connection
Narratives that evoke emotions are more likely to be remembered. Touch on happiness, inspiration, or empathy to create a solid emotional connection between your brand and the audience.
Good storytelling is one of the best parts of marketing, and this can be a make-and-break situation for your brand. So make sure your brand narrative is able to transform customers into loyal advocates.
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