Storytelling is an integral part of advertising. Here at All Good Tales, we promote storytelling as a creative and effective way of shaping how your customers see and connect with your brand.
We encourage all businesses to infuse the magic of storytelling into their marketing or public relation campaigns in order to increase brand awareness in today’s highly competitive markets.
While some brands have been highly successful in forming compelling and memorable brand stories, others have not been as fortunate in this domain. Designing a powerful brand story can be challenging at times, but we’re here to help. Here are four ways to tell a powerful brand story.
Focus on your uniquity
Storytelling is more than throwing a few words together. In a highly competitive market, brands need to be creative, innovative and inventive when it comes to crafting their brand story, in order to stand out and promote themselves over the competition. Therefore, your story needs to communicate what makes your brand unique. Focus on your company’s distinctive strengths and the benefits that you can have on the life of your potential consumers.
Express the company values
Powerful brand stories that resonate with consumers are often those that match the values, beliefs and lifestyle that a brand has aligned themselves to. Consequently, brands that are consistently supporting the same values in their storytelling tend to be more popular than those that don’t.
Barry’s Tea has created noteworthy brand stories over the years. They emphasise the importance of familial relationships and the comfort of home life, which has not only made their brand stories more powerful but has increased their brand’s popularity in the process.
Know your audience
Before your marketing team can begin crafting a brand story or a PR campaign, you need to identify a clear target audience and understand not only the demographics but their attitudes, beliefs and interests. Knowing your audience can be a real game-changer for brand storytelling, enabling your brand to connect with them on a more personal level and heightening your chances of producing a story that will have an impact on them.
Include a human element
At All Good Tales, we have found that the most compelling and powerful stories are the ones told about people. Generally, the people who are in the best position to help brands tell stories are those who have an emotional connection to the story being told. This allows the audience to see an authentic connection between the person featured, the story being told, and the brand telling it.
While many brands opt to use celebrities for this purpose, others such as Dove and VHI Healthcare have been using compelling inputs from their customers to craft their brand stories. Another example is Airbnb, whose intricate understanding of their customers and their creative use of consumer data has provided customers with a better sense of authenticity and relatability.