Remember the times when our grandparents used to tell us STORIES during bedtime? Most of the time the stories that they used to tell us had some sort of a message which taught us about life and culture and the values we would need the most to become civilized human beings.
Storytelling had been the most ANCIENT way for communicating, educating, connecting, and sharing knowledge and values. Storytelling Marketing has become the new talk of the town in the world of branding and is the most probable and prominent future of content marketing.
Why is it important?
Amongst the crowd of gazillion contents portraying the same products and services, your particular brand needs to STAND OUT and place its position in the heart of the targeted audience.
This is where Storytelling comes into existence. Your brand needs to connect and create a PERSONAL BOND with the customers. By telling and depicting the story of your brand, you can convey the message you want them to know about your brand.
Remember how the brand Coca-Cola captured the heart of millions by sticking to their storyline of “Enjoy” and “Happiness” over the years? Coca-Cola is still loved by all and is an emotion for quite a lot of people.
On the other side, if we see how the brand “Fair & Lovely” portrayed their storyline of the illogical portrayal of how a woman needs to be fair in order to be successful in life, we realize the importance of the moral of the story we are conveying to our audience.
How do you craft your brand story?
Of course, the message has to be honest, clear, and personal. Instead of throwing statistics, facts and testimonials, make your brand thoughtful, real, and memorable.
Use narratives to capture the attention and throw them to an imagination where they will emotionally connect with the brand.
Every brand has a story with its journey and MISSION. The marketer needs to think about why he or she started the company, what was its initiative, and how it recognizes the NEEDS of its audience.
Your brand story is your VOICE and it needs to be creative and engaging enough to captivate your audience.
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Tasina Reema Jareen
Intern, Marketing & PR, YSSE