Brand Storytelling: How Storytelling Benefits You in Marketing
We usually see that “Big Brands” win the race in any industry (Reason! Why they are ‘Big’ Brands? What make them Market Giant? Let’s See). Their behavior of dominance depends on their marketing efforts. They have successfully reached to the heart of their audience. They have created trust factors and visual empathetic stories. Yes a “Story”, Story behind a Brand, its purpose, values, most important and valuable deliverables. Nowadays, every brand takes benefits of “Brand Storytelling” and tries to create impact among audience and connect with them emotionally.
Brand Storytelling is the narrative that imposes the purpose, facts, values and emotions together to connect people with your brand. Successful businesses are built on effective stories. Your audience love to see, read or hear stories because it creates a human connection based on empathy. So, now the experienced marketers leverage the power of storytelling to improve branding and conversion rates.
You must be wondering…
How the stories can help you with your marketing?
Well, people remember stories 22x more than only facts and figures. Thus, storytelling can boost your conversion rates by 30%. Industry experts says that 62% of B2B marketers rated storytelling as an effective content marketing tactic.
To give your customers reasons why they should buy a product or service, businesses need to start sharing the story behind their brand, why it exists, and why this matters, consistently across all communication.
Let’s understand the idea of storytelling…
What is Storytelling?
A story is a “narrative of imaginary or real people and events told for entertainment or a certain purpose,” and storytelling is simply the art of sharing a message in the form of a story.
Through storytelling, the Storyteller tries to convey a message to connect with the targeted audience. So, how a good story should look like…
Easy to Understand
In other words,
Storytelling is an ancient art and a valuable form of human expression. It is the interactive part which uses words and actions to reveal the elements and images of a story while encouraging the listeners’ imagination.
Science Behind Storytelling
So, what could be the scientific reason to use the story in marketing? Here, it is revealed… Story is not just about imagination; there is a science working behind it. Storytelling is known to increase the levels of “Oxytocin” – a hormone that promotes the feeling of love, bonding and well-being in our body.
Oxytocin is released by the posterior lobe of the pituitary gland, a pea-sized structure at the base of the brain and get stimulated when people hug, bond socially or get engaged in love. Our brain is actually wired to connect with stories.
What do marketers want from their campaigns? A strong and happy bond with their customers. And storytelling is able to build that bond for them.
In fact, 92% of consumers want ads that feel like stories.
Why Storytelling is Important for Marketing?
Since long time back, storytelling has played a very important and special part in our lives. When there are sufficient details and authentic emotions in the narrative, the listener or reader is able to connect to that story easily. And brands can use that resource to make people understand how their products add value to their lives.
So, here we present some primary reasons why storytelling is important for marketing…
Stories help to build the deeper and stronger connection for a brand with its audience.
It adds a human sensible touch to your content and, thus, brand.
Storytelling is beyond advertising; it makes people trust in brand much more easily.
Stories help bind your all content together which seems the more organized way of presentation.
Stories help to share your brand vision in the most pleasant way.
A business with a great story is able to defeat its competitors easily (Even in a healthy competition).
Story acts as the most successful weapon to create brand loyalty. And that super brand loyalty make people much more willing to promote the product or brand by word-of-mouth marketing, which is the best way to make any business popular.
Five Principles of Storytelling
In order to implement the storytelling in your marketing strategy, you need to understand the below five principles of storytelling.
So, these are the basic Five Principles of Storytelling which every business should follow…
Choose the most relatable main character
Always put the best elements in the beginning of your story for a great start
Create conflicts at certain points, which will make your audience mentally engaged
Clearly understand the relationship between Listening and Delivering (Telling)
Maintain the authenticity of your story
Some Brilliant Examples of Brand Storytelling
IKIA (Uses Humor to Promote Its Products and Services)
IKEA in Singapore uses humor and hilarious puns in their storytelling videos to illustrate practical storage and furniture solutions.
This video is entitled Improve Your Private Life and is narrated by Fille Güte, a “Shelf-Help Guru”. It features a typical husband – wife communication about the lack of space in their bedroom – and then the Shelf-Help Guru comes in with a solution: IKEA’s Pax wardrobe, Malm drawers, Komplement interior fittings, etc.
The ad ends by saying “Begin your journey of shelf discovery”. This story is something that every couple faces at some point in their relationship, and IKEA covers all the pain points correctly. It’s a common story with a unique touch! You can even see the video comments how much people loved IKEA’s humorous ads.
BACARDÍ (Celebrate Your Culture Through Music)
BACARDÍ is the largest spirits company in the world. In this video BACARDÍ presents the Sound of Rum: Dancehall Kings & Queens, they share the story of the vibrant dance culture in Jamaica and how it has progressed. The video features Jamaican music industry legends and today’s innovators to see how the music has been adopted across Europe.
Land Rovers Campaign (Why The Best Stories Come From Others)
In celebration of Land Rover’s 70th anniversary, the company brought to life the true story of, “The Land of Land Rovers,” a remote area in the Indian Himalayas. The video tells the story of the local drivers who rely on a fleet of meticulously maintained 1957 Land Rover vehicles to provide transport and supplies along the treacherous mountain roads between two small villages, Maneybhanjang and Sandakphu.
To bring this remarkable story to life, Land Rover’s team made the village of Maneybhanjang their home for ten days in order to get to know these brave drivers and experience their everyday life. The end result delights the viewer with its stunning cinematography, while hearing from the drivers and villagers only further reinforces the incredible off-road capabilities of Land Rover vehicles.
Land Rover’s campaign offers a brilliant example and a reminder that the best stories are not your own, but those of your customers and your fans. Sourcing those stories might be tough, but when you find those that truly touch people’s hearts, invest in bringing them to life and prioritize them over your product message.
To uncover the best customer stories, our best tip is to invest in getting to know your customers. From asking for customers to share their stories and memories with your company or products through social media or email campaigns, to running contests to encourage stories, top companies create a culture of sharing and storytelling.
Dove (Share Stories About Real People to Stir Up Emotions)
Dove is one of the first brands that popularized the idea of featuring their customers in their videos. Mostly they’ve featured women, but recently the company made a shift and featured men (dads) in their videos. The concept was amazing.
In their video Dove® Men+Care® Mission: Care, they show a man named John reuniting with his family on Father’s Day outside his U.S. military base after talking about how hard it is to be away from his kids for months at a time.
This video is a true story created with the Operation Homefront to let military personnel reunite with their families on special occasions – and I dare you to watch it without tearing up!
Huggies (Use Data to Create a Touching Story)
Global diaper brand Huggies leveraged the power of hugs to win moms emotionally.
At one time, Pampers had 100% of Canadian hospital contracts for supplying diapers. Huggies had to increase their market share, so in order to defeat Pampers, they created and promoted a campaign named “No Baby Unhugged”.
Their campaign was based on research that proved that hugs help stabilize babies’ vital signs, ward off illness and promote brain development. Their video features a mom and her newborn baby in the hospital. Mom is seen to hug her baby and the caption “Hugs strengthen your baby’s immune system, they promote weight gain and improve brain development” was displayed.
It promoted the use of Huggies diapers in hospitals and pressed on the message that Huggies is the best gift a mother can give her baby.
Nike (Reach Out to Your Audience with a Web Series)
Nike has gone a step ahead in storytelling by launching an 8-episode mini web series on YouTube.
The series was named Margot vs Lily in which Lily challenges Margot to make a fitness web show that gets 1,000 followers and Margot challenges Lily to find at least three real friends. Here is a preview of the first episode entitled Resolutions…
Nike decided to invest in creating actual content (as opposed to ads) as a new way for them to inspire fans and persuade them to exercise and live a healthy life. As a side note, the characters in the series are seen wearing Nike products, but it is not a sales pitch. The series focuses on the emotions that are part of the personal fitness journey (frustration, dejection, lack of motivation). The result was amazing and people liked the show very much. It had a rating of 7.4 on IMDb!
So, these were a few examples of already implemented marketing campaigns. If you want to create one for your own brand what you would do? Let’s explore the storytelling formats for marketers.
Wrapping up here…
Brand Storytelling is one of the most important part in marketing. And those Brands who incorporate this in their marketing strategy, they literally dominate the market among the competitors. It’s not necessary that the best stories should belong from your own mind only. User-generated stories are often able to inspire people much more than conventional brand stories. Always adopt the practical and creative ideas in brand storytelling. You will definitely win the Game!