In this fast-moving digital world, developing connections is easy. However, maintaining loyalty for the long term is a tedious task to serve. Maintaining a loyal customer base has become a Herculean task with the high rise of competitors for brands.
The changes in marketing strategies are proportional to the customer base. Today it is not just about promoting the brand, but it is beyond the physical virtues. Marketing is leveling the definition to a more personal connection for the long term.
Emotions are always a strong suit of connection. Strategically implementing emotions through experience or story to a brand brings about differences in reducing the influence to bring a shift. Now let us see what a brand story is and how it is essential in the marketing strategy.
What is a brand story?
A brand story is a narrative strategy that speaks about the values and virtues of the brand. It’s not just about the history of the brand. Moreover, it’s about how and why the brand was established, the guiding principles, and how it would like to reflect in the future.
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Storytelling has been an age-old practice that stirs creativity and creates ideas in minds. The act of storytelling is a powerful tool that helps to bring emotional values to concepts and experiences.
Through brand storytelling, the brand conveys its thoughts and shares its values with the customers. It’s about understanding the outlook of the brand and what it stands for. Brand storytelling is not about selling products and services directly. It’s about establishing connections through long-lasting impressions.
Significance in marketing
Brand storytelling is a marketing strategy that is followed by almost all brands today. In this digital era, there are certain limitations to online advertising. The regular practices of personalized emails and sales reminders are now the least effective. They occupy the junk mail fraction with a large number of brands engaging in the same.
An effective resonation of emotions is missing in these forms. With the advancement in technology, customers have a significant realization that it is all automatically generated with mere personal consideration.
A more projective or experienced form of marketing is Storybrand. Rather than showing according to the needs, it speaks about what the brand stands for. A communicative form rather than an announcement where the customer connects to the ideas. Embarking the virtues of origin, the journey through loss and gains, without hiding anything. This method creates a visual image of the brand in customers’ minds, and the emotional sentiments of the brand are consumed.
Establishing a unique identity in the market is an important part. The uniqueness should be conveyed not only through the visual portrayal of ideas but also through values too. Every brand has a different journey of its establishment; sharing personal experiences brings out these values.
How to portray a brand story
Using a set of ornate words would not suffice the purpose of the brand story; content marketing is also important. Here are some factors to consider while portraying the brand story
Understanding the mission and vision
The brand should have a clear idea of its missions and should be able to convey them to the customers. It is about what the mission is, and it’s about how well the mission is related to the brand’s virtues.
The unique understanding and actions taken by the brand will help build its reputation to follow. Moreover, each step taken by the brand for its development is the unique event of the brand story. This helps in defining the visions too. The brand story helps to bring life to the visions of the brand, communicating a better idea.
Connecting with Customer
Not any story would serve the purpose of the brand story. It should connect with the customers. Understanding the customer base is an essential factor. Their values and emotions are of great worth. The brand story should communicate with the customers and help them feel more special and wanted.
Through a transparent brand story, the customers develop more trust for the brand. When the brand shows both negative and positive aspects, it positively impacts customers, showing that the brand works through constant improvements. Linking personal experiences with the brand story helps customers connect better. This brings a sense of inspiration and connection to the brand through motivation.
Choosing the right medium
Communicating the brand story through the right medium is an essential part. The brand story can be showcased through visuals, animation, blogs, voice narration etc. This should solely be dependent on how the brand sets its identity in the market.
Suppose the online presence of the brand is more active than offline. Then the online mode should be preferred. Even in the online mode, too, the essence of the brand story should not be lost in the process of marketing. Choose something that fits the brand’s identity and is most effective. Staying with the trend is important but choose the right platform that best suits you.
Creating excitement and curiosity
The brand story should bring about excitement and curiosity to the customers. Through sharing and understanding the brand, customers should be engaged to explore more. The essence of curiosity is important, and this helps in attracting more customers.
The way of storytelling should ignite the urge to look through the brand and experience the conveyed feeling. A brand story is not a one-time act of communication. It should be a constant relation of surprises and fun. This can only be maintained through developing a continuous story through some curiosity to leave.
A brand story is a foundation of building trust in the customers. Laying facts and numbers to convince an idea or concept is no more effective in modern marketing concepts. The right idea conveyed through the right emotions can only bring the best gain in the market.
It’s not about making a story. It’s all about telling the life of the brand, the struggles of its birth, the hardships of existence. Humans are all about sharing and caring. Sharing a good story creates a deep impact. This very essence lies in the brand story.