Brand Storytelling For Today’s Businesses

by Wesley Farnam - Feb 11, 2015

As online publishing and sharing tools transform our digital lives, brand storytelling is becoming essential to a company's success. As more and more companies invest in generating online leads, the ability to integrate your brand's story becomes essential. It helps build a loyal customer base and helps your product stand out from the competition.

78 percent of CMOs think content is the future of marketing – and two thirds of marketers consider branded content superior to PR, direct mail and print advertising. The reason for this change in thinking? Consumers are exposed to so much advertising that they’ve learned to filter out generic messaging. Today's consumers demand experiences and stories that are relevant to their specific needs and interests.

What is Brand Storytelling?

"Brand storytelling isn’t a new concept, but with the growth of social media and content marketing, the opportunities to tell your story in indirect and brand marketing campaigns has become a strategic priority," said Levi Lankford, Sr. Content Writer with The Idea People. "In marketing, storytelling is used to create an emotional investment. The goal is to make the consumer pay attention to the story while the product or service is passively sold to them."

Storytelling cuts through advertising clutter by being unique. Below are a few of the ways storytelling works as an effective marketing strategy:

Real Experiences – Stories connect with authentic human experiences – they connect with us in a way standard marketing campaigns can’t and leave a lasting message we can't forget.

Show, Don't Tell –  By enabling the reader to experience a story through actions, thoughts and senses, you engage them and motivate them to invest in your story (and your products).

Solve Problems – Storytelling allows companies to show how their products solve problems. They don’t beat you over the head with benefits or features; they subtly illustrate them, allowing the reader to draw their own conclusions.

Infinite Possibilities – There are no limits to how you can tell a story and where you can tell this story. It can appeal to any audience of any age, which makes it one of the few universally effective marketing tools.

Example? Cheers!

This ad for Guinness sees a group of men playing wheelchair basketball. The twist is that only one of the men in the group is an actual wheelchair user – the rest are friends who are playing wheelchair basketball so that they can all play together.

What does this story have to do with Guinness? The voiceover accentuates the storytelling: “Dedication, loyalty, friendship – the choices we make reveal the true nature of our character.” Basically, the ad is communicating that these are all standup guys – their commitment to their friend is a testament to their character, and so is the choice they make when it comes to ordering a beverage. It's almost like Guinness is telling its audience to be the best person they can be and drink only the best quality beer around – Guinness.

Brand Storytelling with The Idea People

At The Idea People, we use storytelling through combined creative web design and content writing to convey and sell ideas. To learn more about how your company can harness the power of creative web design and brand storytelling, please contact Jay Joyce with The Idea People at 704-398-4437 or email jay@theideapeople.com. Online storytelling, content marketing and good web design will emerge as every brand’s most-important marketing asset in 2014.

Wesley Farnam
The Idea PeopleThe Idea People