The Power Of Brand Storytelling

The power of Brand Storytelling can no longer be underestimated… Every business is built upon the promise to offer customers better experiences, better outcomes, and better solutions. But how do you convince your target audience that your brand has all the answers they’re looking for? How do you connect with new prospective clients?

The answer to these questions is simple: Create compelling content they can relate to; more specifically, create a brand story that your company and customers can both benefit from.

Too many companies still focus on who they are, what they do, and how they do it. They lack the guiding purpose required to engage on a deeper level with their target audience. Adding brand storytelling to your marketing will help humanise your brand. Here are five essential elements to employ brand storytelling with your marketing efforts:

1. Brand Value

Your brand’s value proposition is linked with your story. The benefits you provide to your customers must be communicated in the who, what, why and how of your storytelling. Who are you? What are your values? What makes you unique? What’s your origin story that makes you different? Think of your value proposition as your brand’s customer promise that you use to create conversation and engage with your audience. Find your uniqueness, and create value your customers appreciate. Having your customers tell your brand story is even more powerful.

2. Know Your Customer

Your customers aren’t numbers and dollar signs. They are human, and you need to get to know them. Take a close look at your key customers. Use tools to listen and understand. Ask questions and learn more about their key challenges and business needs. Linking your story to theirs will make for even a more powerful industrial brand.

3. Research Plays A Huge Role

Don’t make statements built on internal observations. Explore into your external markets to then tell relevant stories. Within brand storytelling, research plays a huge role. The more deeply you engage with your external markets, the better you will connect with your customers.

4. Use Powerful Visuals

Great visual design, photos, and videos coupled with words that appeal to emotions is a powerful way of telling your brand story. This will accelerate the relevance of your message in the mind of your customer.

5. Make It Personal

Make it about them, not just you. Similar to campaign development, the more you involve your customer in your story the bigger the connection you will make.

These five essential elements of powerful brand storytelling will help you stand out from the pack. Know your target audience beyond product usage and revenue, and use your knowledge wisely. Remember that your marketing will serve a greater purpose when you engage with story telling.

Related: Communicate your Brand Promise

INDUSTRIAL BRAND ACTIVATION GUIDE

Learn how to activate your brand, increase brand awareness and engagement levels. You’ll need to consider 5 key questions to be customer driven, enhance customer experience and set your brand up to win for the long-term. It’s the brands that challenge, create change and have the ability to inspire the people around them who will win with their Brand Activation Strategy.

ABOUT THE AUTHOR

Peter Zafiris is an industrial marketer and founder of Industrial Ideas. Having built his experience in B2B marketing from the ground up, Peter understands what it takes to succeed with your marketing strategy. All client projects are personally managed by Peter to help industrials like you get the return on investment you deserve. Peter and team, work hard to become an extension of your business, to help you get the most out of your marketing efforts. Get your free 30 minute marketing consultation to learn more.