The world dynamics has changed. Personal to professional anatomy of living and doing business has gone through massive disruptions. Today’s COVID 19 world has become overly automated and digitally driven. Humanity is becoming the new premium. The web incessantly rewards us with expediency and instant gratification, making the human touch increasingly scarcer and more coveted. And this is when brand storytelling smiles and walks in (drums roll please!!)
Irrespective of the industry, sector, or vertical, businesses should survive and survive well…they have to connect even more intensely with their customers and pull at their heartstrings and engage with them on a much deeper level than before. Brand storytelling is the cohesive narrative that entwines together facts and emotions that a brand induces. It’s not enough to present quality products and services to your customers or a price that they can’t refuse, but it’s now imperative for businesses to begin sharing the story behind their brand’s existence and what really matters to them consistently across all communication channels and platforms. Businesses need to touch on that emotional chord that the customers will evoke every time they interact with your brand. To place long matters short “In a sea of semblance, be unforgettable”.
Today, whether they are existing customers or new ones; they not only require world class products and services, but they also rummage around for something additional, something worthwhile, something to get inspired. Take Apple, as an example. They sell technology, but from the commencement, their audience needed to feel that it absolutely was okay to be brave, bold, and think differently from the crowd. Tesla’s customers need to feel that it’s worthwhile to support the environment and sustainable energy. So, it’s important that when you craft your message for storytelling you think what your customers really need from you.
An effective brand storytelling has a more conversational tone asking for engagement (no strings attached), involving the customer in what you do as a business. Brand storytelling is all about turning your brand into an experience your customers can consume — that’s what will turn customers who pay for your product/services because they need to fix a problem into a rabid tribe that will support your success, be loyal, and come back for more.
That’s how trust builds in and once you have successfully done that, they are more likely to buy from you. The least you’ll have relationships with people who will become your business advocates for years to come.
Storytelling is changing the way of doing business now, it is actually the most ancient and powerful tool for effective education. You know why? Because humans are genetically wired to love and respond to stories. A memorable brand story is exactly the need of the hour. So, go all out and connect your customers to your business in a way that they have a lasting positive impression of who you are and what you stand for, and become loyal clients.
So, it’s time for businesses to stand out and, ultimately, turn into a legacy.