Have you ever thought about what makes you buy a certain product or go with one brand over another? Is it the past history that product has with you? Or is it the cute kid or puppy on the ad that grabs your attention? All of these factors contribute to brand storytelling. Storytelling at its highest level can be useful in defining your brand. Here are the elements included in brand storytelling:
- The founding of the brand - All brands have a past and people have a set of associations with the brand that have formed over time. It’s your recognizing of that past that can help increase the relevance of the brand today.
- The persona of the brand - This includes your brand’s relationship with its audience. Overestimating the role your brand in the life of the customer may create a sense of arrogance in the branding. On the other hand, underestimating the role of your brand can lead to missing opportunities for elevating your brand’s image.
- The verbal story of the brand - The language of the brand must fit the persona and connect with the audience. The language allows the customer to recall their own memories, combine them with the brand story and co-create a much richer set of associations.
- The visual story of a brand - Did you know 80% of communication is non-verbal? It is important to create strong visual metaphors to shape customer’s memories more profoundly than factual information.
- The experience - The brand story is told through other sensory methods in addition to the verbal and visual. The brand experience should define the functionality and not the other way around.
At Northcutt Media, we take a 360 degree approach to marketing because we not only do a phenomenal job of increasing our sponsors’ brand recognition, but we allow for that 2 way conversation via discussion forums. That’s something you can’t get anywhere else!
Brand storytelling to connect with your audience
http://www.fastcompany.com/blog/melinda-partin/work-tank/brand-storytelling-connecting-your-audience
3 key drivers in brand storytelling
The importance of storytelling in branding
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