Year after year the marketing industry evolves with advancements in technology and adaptations to consumer trends, but the concept of effective communication is returning to its core. Since the beginning of mankind, humans have been connecting through stories using language, symbols, and images. This primitive form of human communication is now being used to engage with customers in a digital world.
By focusing on telling a story, companies are able to develop a lasting relationship on a foundation of emotional connection. When a brand perfects the art of storytelling they create a community of engaged customers. In a time of a constant feed of information, it is important for a company to create a genuine story and pride themselves on uniqueness to separate themselves from the competition. U.S. adults spent 10 hours, 39 minutes* a day consuming media in the first quarter of 2016. Due to the large amount of information processed daily, 92% of consumers prefer ads that feel like a story. By telling a story, brands are able to develop trust and support from their customers. It is important to keep these factors in mind when developing a brand’s story:
1. Humanize the brand
The goal of storytelling is to connect with people on a personal level. By giving the brand a persona and voice, the message becomes humanized and relatable for the customer. Using language that resonates with a company’s target audience will give a personal characteristic to the brand. It is also important to keep in mind the values and goals of the company appropriately.
2. Focus on emotion
Humans all share the natural ability to express feelings and use emotional intelligence.
Marketers should use this as an opportunity to create an emotional relationship through storytelling. A successful story that taps into the emotional quotient is honest and genuine. Without these two qualities, consumers will see right through the story, which discredits any credibility the brand has established. Share stories that your customers relate to and focus on how they can benefit from the message.
3. Offer value
Offering value is the call to action in storytelling marketing. This keeps the customer
interested in the topic of discussion. Value to the customer can include motivation, advice or further information. Storytelling engages parts of the brain with the process of neural coupling, which allows the listener to relate the story to their own experiences and ideas. When a story motivates a customer to do something they are likely to create a positive and lasting connection with the company.
If your company is looking to share your brand’s story with the world, allow the professionals at Different Perspective to assist you today!
*According to an article in Adweek.