The Future Of Marketing? Storytelling
In today’s overly-automated, fast-paced and digitally-driven world, that human touch is becoming more and more valued. We’ve come full circle, craving the real deal.
Brands can no longer afford to not deeply connect with audiences on an emotional level. That’s where storytelling comes in. It’s the cohesive narrative that weaves all the emotions and facts that your brand stands for. With over one billion brands actively marketing each month, it’s becoming increasingly important to stand out with your WHY. Give your customers a very good reason to buy into your service or product. When you start sharing the story behind your brand consistently, that’s when you see a sea change. Treating your story as the maypole in the centre of your marketing strategy, and the result will be a brand that is as captivating as it is profitable.
Here are 3 reasons why brand storytelling is the future of all your marketing decisions:
The bigger mission matters
Today, marketing is no longer the key differentiator between you and who you consider to be your competitors. We’re all consumers and if you think about the brands you love, we’re sure you also increasingly want to know how companies are proving how their efforts are making an impact, achieving results beyond just profit and supporting a greater cause. Stories not only evoke emotion and create connections, but can also ensure that you get noticed in the noise.
A desire to ‘change the world’ is really no longer a cliché, as long you’re actually doing so. Amazingly in the current climate, still only only 10% of organisations are actively doing this. It’s no coincidence then that the top 10 companies in the Global Empathy Index are also surrounded by the fastest growing in the world as well as the most profitable.
Stories really are the most powerful and ancient means of education. We are all genetically wired to respond and love stories. Which only further supports the idea that a memorable brand story is exactly what people desire to feel connected to your business and become loyal brand advocates.
Meaningful matters
Be meaningful and you’ll quickly become unforgettable for all the right reasons. It’s crowded out there. More and more content is being shared every day. Brands are vying for seconds of attention from audiences around the world. The world wide web has made marketing so accessible, which is nothing short of amazing however it’s also made it all the more challenging for quality brands to achieve stand out.
What do you want to be remembered for? Think about the emotions you want to stir in your audience when they interact with your brand. Like Maya Angelou once famously said, ‘People may not remember exactly what you did, or what you said, but they will always remember how you made them feel’, and it’s worth also remembering that emotions drive purchase more than logic.
Transport people. By using your own narrative to share your history, your challenges, your successes, and why you’re doing what you’re doing, you are taking people on your journey. After all, no other brand can copy YOUR own unique story and that’s something to treasure.
Good conversation
For any brand to really fly high, it needs to become so much more than just what you’re selling. Enter again, the humble story! Use your story to start conversations, ask for engagement. Turn your brand into an experience that is delicious enough to consume. That’s what will turn customers who pay for your services and or products, to not only support your success along the way but become truly loyal and refer and keep coming back for more.
Your brand will become much more meaningful to them, far far beyond what you’re selling so when crafting your messaging, think about what your audiences truly need and want from you.
