3 Reasons Why Brand Storytelling is Important: And Why You Should Be Doing it

In today's world, the competition is so fierce that it is becoming increasingly difficult for business owners to catch their potential customers' attention. This is because you have to compete with other companies that offer comparable services or products. To impact your marketing campaigns, you need to stand out and have a competitive advantage over your competitors.

Unfortunately, if you're not a marketer or copywriter, you're very likely making the "It's All About Me" syndrome in your content marketing. You think that your marketing plan should be all about you. However, your marketing efforts should always focus on your customer - as they are the most crucial factor to any thriving company.

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Luckily, brand storytelling is at the rescue to help you fix all the possible mistakes you may make in your marketing strategies, especially how you position yourself in your business for lasting connections. If you only focus on yourself, your customers will not see you as the authority or business with impact which provides them the solution and saving them from their current status quo.

Of course, when you think about brand storytelling, you probably think of Netflix movies and tv shows. You might even think whether you have to dance and sing to tell memorable brand stories, or is it challenging and time-consuming to make compelling stories.

While the concept of brand storytelling has been around in the marketing world for many years, it has only gained more popularity in the past few years. There is one reason for this: it works! This post will explore the importance of brand storytelling in marketing and how to be creative with these storytelling skills to excel within your business.

What is Brand Storytelling?

Brand storytelling is a marketing technique in which a company tells its own story to connect with its customers. The idea is to appeal to the customer's emotions by creating a connection with their brand rather than promoting it. For example, we want to use the power of storytelling to get the emotional response from our audience just like how people watch blockbuster movies or listen to music.

A flat lay of a book, notepad, pen, and glasses.
Photo by Rain Bennett / Unsplash

In case you were thinking about how you can build meaningful connections with your audience, you can implement your storytelling strategy in most of your marketing materials. You can write your landing page, email marketing, social media, or any piece of content in the brand storytelling framework or brand-driven storytelling to convert your website visitors into paying customers.

Brand Storytelling is Your Powerful Marketing Tool

In fact, brand storytelling should become one of your most essential components in marketing campaigns because it provides your customers with valuable information about what your brand offers, who you are, what drives you, and your company's purpose. After all, you will convey the message well why they should buy your products or services at a deeper level.

Iconic brands are masters of their story and tell it because that story builds loyal clients. For example, Nike tells its story by creating commercials that feature its athlete's training and competing in races. They do this to tap into their audience's emotions and relate to their products as Nike builds a solid human connection between the athlete and the real people.

As a result, Nike has become one of the world's most prominent brands by telling its own story rather than boasting about how great its products are. Also, Headstream finds that 55% of people will buy from a brand if they love their company story (marketing.sfgate.com). Brand storytelling, in short, is seen to be a potent tool for marketing your product or business.

Storytelling Releases Hormones that Enhance Your Brand

Suppose you have ever watched the Ted Talk about "The Magical Science of Storytelling" from David JP Phillips, an international speaker, author, and coach in Modern Presentation Skills. In that case, you will be awed to learn how storytelling is the future of marketing.

David JP Phillips shares in his presentation that you can utilize stories as powerful tools to free the hormone you want in the person you decide. And the hormones have Dopamine, Oxytocin, and Endorphin. These hormones will be released in your brain when you listen to a story.

For instance, when you create suspense and use a cliffhanger in your story, your target audience's brain will release dopamine, increasing focus, motivation, and memory. In other words, you can grab the attention of your audience and get them to engage longer with your brand with storytelling.

In the book "Building A StoryBrand," Donald Miller shares that storytelling is the thing that can hook your audiences' attention for hours. This is because our brains are wired to create narratives in our lives that help us make sense of the world. And stories are the best way to understand and grasp the events of life.

In short, we can prove that our human brain loves storytelling in terms of science. And it makes sense of chaos. Stories are linear and logical, whereas life is chaotic. When you implement storytelling elements to your brand, you will grab your audience's attention and get them engaged about your products or services with an emotional connection.

Storytelling Builds Awareness About The Company

Storytelling is one of the best ways to build awareness about the company. Instead of forcing your ideal audience to notice your brand, you give them a reason to care about your products and services, and a story is a great way to do this.

It’s one those moment when you look at something and get the impression that something’s wrong. Like you look at the sky and see your web browser on the screen of your computer ;)
Photo by Paweł Czerwiński / Unsplash

For example, when you do an elevator pitch for your business, you share your customer's challenges and how you help them get to where they are now, which are the key elements for building personal connections. Within 30 seconds, you have created awareness about your company by sharing how your products or services can help solve your target customers' problems.

On the other hand, those who asked you about what you are doing for a living can remember your story easily because you're telling a story instead of statistics or facts. The difference of the before and after results your story allows them not to remember what your company offers. Also, you're giving them a reason to spread the word about your business.

In case you were wondering, a brand story like an elevator pitch never has to be lengthy or complicated? The core of your story is always short and to the point. When you learn to communicate your message in the simplest way possible, you make your reader feels compelled to act. You're also getting closer to be one of the influential brands in the industry.

Hence, brand storytelling can help you create awareness because you're creating a connection that will connect your company with clients, especially when you share your personal stories. Also, your potential customers will understand your business philosophy and your "why" for starting your business.

Storytelling Sets You Apart from Your Competitors

Storytelling helps you stand out from the competition because people love to hear about companies' human elements. When you launch a new product or service, how do you tell your audience why you create it in the first place? Is it because of monetary reasons, or do you have any unique story behind it?

Many business owners realize that traditional advertising is less effective than more personal forms of storytelling. While most companies use many tools to differentiate themselves from competitors, nothing will last long with the growth of the technology.

Instead, when you share your story about how your product or service will keep the environment sustainable or make a better world, people will choose you without looking back. You're making them feel good for buying your product or service because you're building it with a good cause.

Photo by Boxed Water Is Better / Unsplash

For example, Apple sets itself apart as the market leader when it comes to building green products. As a result, its brand has become synonymous with sustainable and environmentally friendly products. Likewise, Ben & Jerry's creates new flavor explorations that are fun and healthy for the community with a larger social responsibility message that people want to buy into.

Businesses can make themselves more popular if they share a story that speaks to the people's hearts. When you tell your story, give it emotion and personal meaning for them. Telling your story is like packaging your product. People love to buy, but they will buy even more or happier when you have a better story than your competitors.

Conclusion

Brand storytelling is important because it can help your company build a connection with potential customers, generating more sales. It also enables you to stand out from the competition and allows you to grab people's attention from audiences. It works not only because we love a real story, but you're putting yourself in your audience's pair of shoes when you tell a compelling story.

Besides, a powerful story is interesting because it always shows how the hero changes his status quo. When you create a compelling brand story in your marketing strategy, you will also avoid mistakes like the "It's All About Me" syndrome. You will focus on what's in it for your customers instead of yourself because your customers are the ones who bring your sales. Remember, your customers only care about how you can help them be better and not about your story.

There are many ways to use brand storytelling. You can create a story in the form of a video, which brings your company's mission or values to life. This can be an effective way to educate potential buyers and other stakeholders about your business. You can also create a story in the form of a blog post or other written content, allowing you to share more information about your business with people interested.

To conclude, storytelling offers an excellent way for your brand to be memorable because stories stay with people even if they don't always remember specific details about the actual product or service. When you implement storytelling to your brand, you're building a good story that creates an emotional connection with customers that they won't soon forget.

Lastly, you can always visit Advergreen Digital who provides one-stop funnel solutions for service-based business owners like you. You will get a robust sales funnel for your service business built with the brand storytelling framework that can bring your business to another higher level.

Gideon Leong

Gideon Leong

Singapore