by Ingrida Andrijauskaite
The power of Storytelling in Brand communications
It‘s no mystery how businesses are reaching the best results with their brand communications. We can find a lot of advice or look at the examples of Apple, Google, CocaCola, McDonald’s, Microsoft etc. We all know how companies use mass social media and digital media channels to help advertise their brand’s products and services.
However a company’s aim is to come up with the “best idea”, which could be different from their competitors’ strategies. The “best idea” is that which helps a company improve their business, by reaching the target audience or by increasing exposure of their brand to the general public.
Today the trend of “storytelling” has captured the attention of the advertising world. It is believed that great stories help to sell products, motivate consumers and outperform competition in the business environment. The winner is often the most original story. Telling the story behind a brand is considered a very good way to convey experiences to an audience and allow them to feel emotionally involved. The best brand stories are always based on real facts, contain surprises and are appealing to the company’s selective target audience.
Good stories surprise us and they have interesting characters. Also, storytelling makes us think and feel. The story stays in our minds and the main ideas and concepts are memorable. We can admire the beautiful images and sounds which we can see in video advertisement and, at the same time, listen to the compelling story. If we like and believe in the story then we persuaded to buy the brand’s products/services.
Basic principles of storytelling in B2B marketing
Storytelling has started to be considered a communication priority in both indirect and direct brand marketing strategies. These days, businesses have to find away to engage their audience and show them why they need to be a part of what they are doing.
The majority of communication experts state that, firstly, all businesses have to know their audience very well. To create inspiration for people to believe in your company, you have to outline who your target audience is. When you understand who your audience is, it is easier to start to design a marketing campaign and decide how to convey your brand’s message via advertising.
The story needs an effective concept. This means that there is a need to focus on creating persuasive and memorable ideas associated to your products. The effective idea is the core of the story – a positive and bright message about why your brand is good and appreciable. So, you need to combine this idea with digital and visual solutions in oder to create something unique and delicious for your audience.
Inspirational elements. It‘s said that a good storyteller has to inspire others with their stories. It means that your brand’s message needs to have a marvelous aspect which can inspire people to believe in the story and to be passionate about it! For this part of the campaign, there needs to be in-depth research, creative thoughts, design and a good development and promotion of the story. Also, you have to understand in great detail what your audience cares about.
The execution of this high-quality idea is fundamental. This means this idea in a manner with both sound and a visual-digital “language”, which can help you to make your audience admire your product due to its charm. It is no secret that now people like advertisements if they contain more attractive, innovative images and do not last too long.
Also, it is necessary to remember to incorporate more personal, human elements. If you can create a story via personal experience, this has greater potential to touch people on an individual level than an impersonal, fictional one. Also, it will show that the core valuesof the company do not lie solely in their product details but in their appreciation of their consumers as people with emotions, not statistics. This contrasts with the negative side of mass consumerism.
Tell your business stories in a smarter, more attractice and more effective way. Provide your audience something they could can relate to and find appealing.
Examples of Storytelling
It‘s very useful to use storytelling methods for companies, because this allows them to show real-life scenarios, gain more exposure and present themselves as reliable. Also the real-life stories create a stronger connection with the audience and this relationship then becomes more important and central to future commmunications. So, let’s look at some examples of businesses trying to communicate with people via storytelling methods.
Dove – Real Beauty Sketches
The company Dove tried to find another way to advertise their beauty products. They created an authentically touching campaign which aimed to make women feel more beautiful and confident. They wanted to conduct a social experiment researching how woman look at their own beauty in cotrast to how others describe them. The results clearly exhibited that women are much more attractive to others than they suppose. Everything was created in a ‘story-telling’ way.
This new marketing campaign of storytelling helped for Dove to find a new way to send a message about beauty to people. And this advertisement with a story helped to find a means of professionally presenting a product whilst also focusing on the needs of your target audience.
The next example of storytelling is the British Airways campaign – India – A Ticket to Visit Mum
British Airways focused on the touching true-life story of a man who planned a surprise visit to his mother in Mumbai. It was created in the style of a documentary to show the journey of the man. British Airways in this story was presented as the “bridge” in the long distance between your true home and your work and new life environment. This type of advert creates more connectivity between the airline and the general public.
Hovewer, it also has to be said that using the storytelling generally increases the length of the advert. It could easily become boring to watch if the viewer’s interest is not sustained during this time. Therefore, it is important to find an original idea and original context when presenting this type of advert, in order to better connect with your intended audience.