Your Brand Needs A Story, And The Storytelling Is Just As Important

In our changing world, brands can no longer afford to be faceless entities. To remain relevant, brands need to connect with their audience by engaging with them on a much deeper level, which is where brand storytelling comes in.

Storytelling has always been an integral part of what makes us human. It is part of who we are, and just like with our everyday lives, storytelling is a very crucial part of every marketing and brand identity strategy.

To fully understand the essence of brand storytelling, we need to acknowledge what a brand story is. A brand story is a narrative that positions the brand as unique and creates an emotional connection with the customers. It is not the brand’s tagline, logo, or colors, however, these elements are all formed from the central message of the brand story.

An example of an amazing brand story is that of the shoe company TOMS, where the reader instantly understands why the company was created and what they hope to achieve.

“While traveling in Argentina in 2006, TOMS founder Blake Mycoskie witnessed the hardships faced by children growing up without shoes. Wanting to help, he created TOMS Shoes, a company that would match every pair of shoes purchased with a new pair of shoes for a child in need.”

Brand storytelling is the act of telling the story of your brand through various mediums to capture the customer’s attention. Where facts and figures might be necessary for closing the final deal, what grabs the customer’s initial attention is the story and how it is told.

With an array of similar businesses in the market, it is necessary for your brand to engage in brand storytelling as a unique brand storytelling strategy will distinguish your brand from its competitors, showcasing what makes your brand unique.

A loyal following and trusted audience are also crucial in your brand’s journey, as ultimately they are the pillars that either make or break your brand. Engaging in a well-thought-out brand storytelling strategy will help strengthen and increase this audience.

The importance of brand storytelling cannot be downplayed as it has become the differentiating factor between brands that have gained significant recognition in recent times in comparison to brands that have stuck to more traditional methods.

As earlier mentioned, your brand’s story needs to set your brand apart from the competition. To create a distinctive brand story, a lot of elements come into play, however, there are key elements that cannot be overlooked.

• Customer-centric approach; Your brand story is not about the brand, it is about the customers, It starts and ends with the customers. Your story should focus on getting to know your customer, understanding their needs, and ultimately satisfying them.
• Emotional connection; Your brand story should be able to tug at the heartstrings of the readers and potential customers. Through your brand story, customers should want to engage with your brand because some sort of emotional connection has been created.
• Keep it simple; People love short and straight to the point. Simple stories are the best to foster relationships and build momentum. Your brand story should share why you started, what the journey has been so far and what you hope to achieve from the journey.
• Communicate the higher purpose; This is all about understanding the ‘WHY’ of your brand and being able to convey this to the customers. Your brand story should share the purpose of your brand, other than making money, why is this brand in existence? Including this purpose through the brand’s story creates trust and a connection with the customers.

One thing is certain, customers are not patronizing just any brand but those they feel a connection with and this can be achieved through brand storytelling.

Brand storytelling is not just important, it is critical!

Amaka Okosieme is a Communications Strategist, Content Creator, and Lifestyle Enthusiast