Brand storytelling has its roots in the history of marketing, but it was not used as much before the advent of the Internet age. Today, its usage is much more widespread, both with large global companies and small local businesses. The marketing idea behind brand storytelling is to tell the story of the business with honesty and earnestly, in the hopes of garnering a relationship between the company and the budding consumers. A well told brand story can also evoke emotions centered around the buying and using of the product, as well as supporting the company. Brand storytelling can grow help a business, and from a marketing standpoint, it is nothing short of genius.
As a Replacement or Addition to Simple Company Branding
A company with a recognizable brand is usually a successful business, but brand storytelling goes another step beyond that. It tells a tale of the company that has relatable characters, conflicts and resolutions. Instead of associating a brand with only a company, now consumers will have more to make a company memorable to them—and possibly an emotional connection. This may take a business much further in terms of sales than simple company branding.
Make It Easy to Share the Brand Story
Like everything else with marketing, the social media sites will move the brand story like nothing else. Twitter, Facebook, Pinterest and especially YouTube, can spread the word of a brand story like wildfire. Having a video go viral on YouTube is a dream come true for the marketing department. The key is to make it shareable, relatable and appealing.
Keep Telling the Story
While the one main story of the business is its brand story, there is no reason to stop there. Keep it going with blogs, tweets or posts about funny or heartwarming tales about the daily goings-on of the office and its staff. Personal stories work well here too, making the people behind the business even more real. This won’t replace the essential central brand story, but it can keep the connection between the business and potential clients ongoing and alive, rather than dormant and easily forgotten.
A brand story might be funny, dramatic, heartwarming or any other feeling a business is looking to convey. But it must be honest, forthright and earnest in order to procure the relationship and customer loyalty it is seeking.