As humans, we are naturally drawn to stories. Throughout history, storytelling is how people have passed on knowledge from one generation to the next and it’s how we teach, communicate and form relationships with people today.
In this day and age, consumers have a huge amount of choice over which companies they choose to buy from. In such a crowded marketplace it’s important for businesses to find a way to stand out and actually connect with consumers on an emotional level. This is where brand storytelling comes in.
Telling a unique and authentic brand story can spark an emotional response in your audience, engaging with them in a way that inspires loyalty. So, how do you go about coming up with your brand story? A good place to start is by asking yourself fundamental questions such as; who are you as a company? Where did you come from? Why are you doing what you do? What are your values as a business? What value do you provide to your customer base? Once you start to work out the answers to these questions, you can start to form your brand story.
Brand storytelling has the potential to be extremely powerful, below are some of the main reasons why:
The marketplace is extremely crowded these days with businesses creating huge amounts of content all the time. As a result, consumers are being bombarded with content with similar messaging, making it difficult for quality brands to stand out.
In this competitive marketplace, it’s simply not enough to have a great product or service, you need to know how to talk about it in a way that differentiates you from all the other businesses with a similar offering to you. This is why brand storytelling is so important!
Instead of just throwing facts and statistics at your audience, focus on making your brand memorable. Turning your messaging into a story that provokes an emotional response is one of the most effective ways of achieving this. Use a story to share the history of your brand and your values and you’ll be certain to stand out from the crowd, after all, your story is unique and can’t be copied by other brands!
Storytelling will not only increase your brand’s favourability in your audience’s eyes, but it can also be up to 22 times more memorable than facts. Therefore, creating a brand story which captures the emotion of readers can help you stand out from the crowd and increase your number of loyal customers and brand advocates.
In today’s day and age, consumers are more interested in how companies are making an impact, supporting a cause or achieving results other than just their own profit. In fact, knowing that a company cares about something other than their own profit is the incentive that consumers need to buy more!
Showing your consumers that you have values and are supporting a cause is an effective way of showing the human side and the personality behind your brand. Through storytelling, you’ll be able to show the personality of your brand and communicate your values and purpose with your customers in a way that creates a positive lasting impression.
There is actually some scientific evidence to prove the effectiveness of brand storytelling. As humans, we are scientifically hardwired to react and respond to stories, this is because they affect our biology. A good story isn’t just an entertaining experience, it affects our emotions and can change our behaviour!
A really good story has the power to impact the chemicals released in our brains. If a story captures our emotions, oxytocin is released into our bloodstream which stirs feelings of connection, care, trust and empathy. These feelings can also alter our behaviour.
Therefore, through effective brand storytelling, you’ll be able to influence the behaviour of consumers and make them favour you over your competitors through the emotional impact you have had on them.
So, when creating a brand story, try to dig deep on what your values are, where you’ve come from and what you intend to achieve. Remember that the most powerful of brand stories focus on the bigger picture and connects with a wide audience on an emotional level. Once you know your story, tell it to your consumers, it might just be more powerful than you think!
Singletons approached Workhouse to update their brand identity to position them strongly in new markets and push the heritage of their artisinal cheesemaking. Find out how we helped them.Read our case study