Why brand storytelling is here to stay
By Shifa Sarguru, SOCIATE’s Copywriting Intern
It’s the notification on your phone screen – Domino’s misses you, here’s your limited-time special deal of the day: 50% off everything other than the pizza you want. It’s the Grammarly ad before your YouTube Videos, another reminder to finish the term paper you don’t have or it’s the 70% off H&M on Instagram when you’ve finally decided to not purchase clothes anymore. Advertisements follow us everywhere in every form possible.
The internet has created a new landscape for marketing by making it widely accessible to all, but the flip side is this: it’s difficult for quality brands to stand out. Which is why brand storytelling is important.
“People don’t buy WHAT you do, they buy WHY you do it.”
Simon Sinek, Author, Start With Why
The art of storytelling
Brand storytelling, in a nutshell, is being upfront about your cause to your audience. It’s about creating a connection that goes further than financial transactions.
We cringe every time a business tries to be more than “just for profit”. Because let’s be honest: A business is here to make profit. It doesn’t necessarily have to care about anything but sales.
Contradictory to what we believe, people purchase more from brands that they believe care about something other than their own profit. Stories get more attention because they are 22 times more memorable than facts and statistics.
Amplify where you come from
Blake Mycoskie, while travelling in Argentina, saw the struggles of children growing up without shoes. So he started a company – TOMS Shoes – to help them. The One for One® campaign provides a pair of shoes to a child in need for every pair of shoes sold. TOMS has incorporated its origin into its marketing in a way that people relate to the brand’s story, and want to be a part of it.
One of the good things about brand storytelling is that it leads to a boost in audience engagement. Consumers become co-creators and develop a sense of belongingness with the brand.
People who buy Tesla cars care about the environment and sustainability, and want to create an impact through their purchase. Apple promotes the idea of being bold with its “Think Different” campaign. People who use iPhones agree with Apple’s thinking and want to stand out from the crowd.
For iPhone users and Tesla owners, the companies are not easily replaceable because it’s not about being better – it’s about the brand’s values being consistent with those of their customers.
BTS, a KPOP band and brand, is a powerful example of the role a storyline plays in a business’s success.
BTS has used transmedia storytelling which is using different mediums such as songs, lyrics, music videos, documentaries and role-playing games to create a singular storyline that the audience can relate to. They distinguish themselves from other KPOP bands by being authentic and centering their own stories in each type of content they create.
Brand storytelling in a pandemic
The pandemic has led to an infodemic, that is, an overload of information in our daily lives. With shorter attention spans, more screen time, less rest, and an increase in the messages around us – it is harder to not only catch someone’s attention but retain it enough to deliver your message.
Which is why, brand storytelling is here to stay in the pandemic. It is a key feature that will provide a boost to your brand’s identity amidst a sea of competitors. It will have a lasting positive impression of your brand in the viewer’s mind. Brand storytelling is a way to tap into our fundamental need as humans, that is: to communicate through great stories.
Use brand storytelling to better connect with your customers. For storytelling support from PR and social media to copywriting and content creation, reach out to our communications pros at [email protected]