Storytelling for Brands

Posted by Amy Jones on November 7th, 2019

Storytelling as an aspect of advertising is an important attribute of the successful marketing plan. This concept is not new, but it is a strategic priority to use it as a part of direct and indirect marketing. Thereafter, the objective of the following paper is to discuss the importance of storytelling for brands and the related activities to that process.

Storytelling for brands is a very creative process that requires highly skilled individuals. It is so because it requires good critical writing skills as fiction must be loved by the potential consumers. The brands’ storytelling helps to intrigue, connect, and engage the customers with the product on an emotional level. It is a basic way to communicate the ideas clearly to the customers, entertain and even educate them about the positive impact of the product or service on the public. Information is better understood and, what is important, better remembered if it is presented to the individuals in a manner of a story, but not with the help of raw facts and uninteresting data. If the story is composed well, it can help to ‘drive’ the customer into a journey from the beginning till the end that would simultaneously advertise the product. Moreover, it has no pushy attitude towards immediate purchase, but rather involves a consumer in an adventurous buying process. Thus, in marketing, the storytelling for brands implies the involvement of multiple communication channels with the usage of additional methods and tools. Storytelling is about delivering a compelling and consistent message’s content that aims at build an impressive picture of a brand.

Brand stories are not just a simple descriptive way of presenting a brand that is made in the form of a narrative. It should be consistent and create a whole picture of the brand that is made of feeling, interpretations, and facts, which creates an understating that the part of the story is not simply told by someone, but is an integral part of the brand. It should be able to reflect everything about the brand, starting from the texture and color of the exact product to the staff who works in the company to produce the mentioned product or service. It is very important to include as many elements as possible since only a complete and effective brand story would help to establish an emotional connection between the brand and the potential customers. There exist multiple ways of communication with your customers such as the usage of media resources, outdoor campaigns, and Internet blogs, but it is important to develop a strong strategy of communication that would include a step-by-step methodology. The story of the brand must be told from inside out, which would help to make emotional connections with clients.

Storytelling for brands is very effective; many brands have achieved success in this area with the best examples including such brands as Jack Daniel’s, Nescafe, Cadbury, and others. In the case of Jack Daniel’s, the storytelling was conducted through different channels of communication and used two different perceptions – rock & roll tipple and hometown’s warm heritage.

In conclusion, it is important to mention that storytelling for brands serves as a very powerful instrument that is memorable, authentic, and engaging. Once a brand story has a clear purpose and unique personality, the customers would be more inclined to purchase the offered product of service.

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