With the power to forge connections, increase understanding and enhance memorability, let’s look at how story telling can transform your marketing strategy from average to out-of-this-world.
We all have a yearning to connect with other people and make sense of the world around us. It’s what motivates us to visit new places, try new things and engage with a variety of media produced by individuals and creative teams from across the globe. It’s probably why your iTunes library is filled with podcasts, you keep an eye on leading long-form journalism, you’re signed up to several streaming services and you’re a frequent visitor to your local library or bookshop.
This desire for connection and understanding makes story telling a potent way to breathe life and soul into your brand marketing. By owning your identity and taking your audience on a journey through your history, values, vision, hopes and ethos, you immediately open yourself up to the possibility of forming the kind of personal connections that will transform an interested audience into a loyal community of customers that will continue to follow your brand’s journey long into the future.
We’re willing to bet that you can recite the opening lines of your favourite novel or imagine the first scenes of your favourite film, but if we shared a bunch of marketing-related statistics with you right now, you probably wouldn’t be able to recount them this time next week. From illustrating singular ideas with a universal metaphor to passing on culturally important narratives, stories have the power to stay with us in a way that nothing else can.
The modern digital landscape has increased audience expectations in a variety of ways. In addition to different experiences, audiences are also looking for different delivery methods that allow them to engage with content in ways and at times that are most convenient and stimulating for them.
Successful story telling isn’t a one-off approach, but rather one that requires both consistency and the ability to adapt to the ever-evolving needs of your audience. Remember, you need to convince people that your marketing messaging is worth their time and stories can provide an entirely new entry into the very heart of your brand.
Your brand stories need to be personal and when you’re sharing knowledge and information that you’re genuinely passionate about, your audience will be encouraged to fully invest in the narratives you are sharing.
Marketers can spend hours every day anticipating audience needs and creating innovative strategies to appeal to those desires. In a landscape where trends come and go like the ebb and flow of the tide, the consistency of good story telling makes it a valuable investment for businesses in every industry. Identifying the right medium to tell each story is key to ensuring that narratives have the space they need to unfold and convincingly share important messages with the right segment of your ideal audience.
We believe that everyone has a great story to share. If you’d like us to help you to find the best way to share yours, give us a call.
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