Imagine yourself meeting your neighbor on your daily walk. The two of you start chatting and he mentions how his television broke a few days back. Now, he’s looking for a new one.
You tell him how yours has a good sound system and picture quality. Your family has a great time together watching their favorite shows, bonding and creating memories.
At this point, your neighbor will probably think of getting the same brand as you, since he has a first-hand account of its effectiveness. He now has a relatable and authentic experience that influences the purchase.
Some Examples of Brands Leveraging Storytelling
Similarly, brands can change the narrative for themselves by creating relatable experiences through storytelling, which is a powerful marketing tool.
Sainsbury’s 2014 Christmas Ad
For example, Sainsbury’s, the second largest supermarket chain in the UK, recreated the WW1 Christmas truce event in their 2014 Christmas advert.
It honestly and beautifully captures the essence of human nature and sharing. To think it was a moment in history when soldiers came together amidst the war on Christmas day and shared their belongings, moves people to this day, creating a positive association with the brand.
Nike’s Equality Campaign
Among examples of other brands that use the power of storytelling to inspire and connect, one such brand is Nike. Their “equality” campaign made waves when it came out in 2017 and was quite well-received by the audience.
Nike does not just sell shoes and other sports accessories, rather it strives to connect to its audience using real-world issues through storytelling.
According to Global Product Placement Forecast 2020 by PQ Media, the product placement revenue in the US in 2019 amounted to $11.63 billion. What is it about stories that drive action?
Top Reasons Why Storytelling is a Powerful Marketing Tool for your Brand
Here are the top 3 reasons storytelling is a powerful marketing tool and why you should leverage it for greater results:
1. Storytelling is a Powerful Drug
Storytelling prompts action and engages the brain in a way that other forms of communication fail to do so. This is because stories lead to the release of oxytocin in the brain among other chemicals that make humans more empathetic, according to behavioral study conducted by Paul Zak.
Naturally, when you are able to evoke these emotions in your customers, they are more likely to take action for your product. It helps them relate to your brand.
In his TED Talk, David JP Phillip explains how stories lead to the release of endorphins, oxytocin and dopamine among other chemicals.
As a brand when you are able to trigger these emotions, your message is well-received, the consumer feels connected and thus, you have a captivated audience that is ready to take action based on your message.
To form a long-term connection with your target buyers, you need to delve deep into their emotions and find out their problems. Then you give them a solution not by stating facts and figures but through effective storytelling that helps them connect with the brand.
Marketers live by numbers to communicate brand value, but it is actually powerful storytelling that helps set the brand apart.
2. It Creates Authenticity
When you weave a powerful brand story, you help your customers look at it beyond a marketing tactic. You’re not telling them the value they will get, rather you are showing it to them.
The ‘hero’ in your story is more than a company executive, rather they are a community member just like them, with challenges and problems.
Powerful storytelling helps create authenticity and trust. It goes beyond numbers and figures and relies on human connection. If you’re able to connect with your customer, you will be able to sell to them.
3. It Nurtures Connection
Storytelling is a powerful marketing tool for your brand because it helps nurture connection. When your customers see you as someone authentic, they are able to connect with you on a human level.
Soon, you will be likeable. Brands that are able to nurture a connection with their customers are able to turn them into lifelong consumers. This slight difference is all it takes to create a cult following. A good story not just delivers brand value but it shows in every aspect of your business.
If you’re not living your brand story, then you’re failing somewhere. When customers are able to connect with your story, and it is relatable, they are more likely to give you a chance.
4.It Sets Your Brand Apart
What is it that you’re doing differently from your competitors? Why should your customers give you any of their time? When drawing up marketing campaigns these are just a few questions that pop up that marketers are effectively trying to address.
Effective storytelling helps you address these concerns and more. It becomes a powerful tool that sets your brand apart if you are doing it right. Nothing compares to a deeper, emotional connection that you’re able to create with customers through effective storytelling and it’s that leverage that will help your brand image and brand value in the long run.
Tips on Getting Started with using Storytelling for Marketing
If you have understood why storytelling is a powerful marketing tool for your brand or business, you may be wondering how to incorporate it in your brand strategy. Having a starting point and path is crucial to make the right decisions.
Here are some tips on getting started with storytelling for your marketing:
Share your story: Every brand has a story behind how and why it started and this is the perfect way to begin using storytelling for marketing. Share your company struggles with your customers. Talk about your brand and the purpose it started for. You can also share short video-introuductions of founders talking about their motivation to start a brand. When customers see the faces and motivation behind a brand, it becomes more relatable.
Share Customer’s stories: Customer stories are often called caste studies and brands use them to highlight how their product has benefitted their customers. Choose customers who have greatly benefitted from your product and service and will be willing to help you out. Sharing their experience is another form of storytelling that is relatable and creates trust.
Share Company Culture and Employee Stories: Instead of saying that you empower your employees, you can show the initiatives they took to enhance brand performance. When companies share their employee stories, experiences and company culture, it helps create a bond with customers. It makes the brand or company more human and humans relate to humans better.
Notifier Can Help You Tell Your Brand Story
To use storytelling as a powerful marketing tool, you need to find out your customer’s concerns and address them effectively.
Notifier helps you scan the social media landscape and tweak your brand message accordingly.
Try it out today and let us know how you are using storytelling for your brand.