We live in an era of unprecedented market competition, which means brands are fighting for attention like never before. In a world oversaturated with new brands, it's more important than ever for your company to have a memorable brand story.
People who love a brand story are 44% more likely to share it with others and buy from the brand. So, whether your company is big or small, you should start thinking about your brand story strategy and how to improve it. Doing so will help you nurture loyalty and drive more powerful communication with customers.
This brand storytelling guide explores creative storytelling tips for improving your brand storytelling marketing strategy using research, direct mail, and postcards.
What is Brand Storytelling?
Brand storytelling is about using stories to connect your clients to your brand. The brand story tells more about what the company stands for, how it appeared, and its values.
Good brand stories connect with the customers at an emotional level. Your brand story strategy should resonate with your ideal customer and give them a reason to choose you over your competitors. A great way to start is by running marketing research to analyze your brand's current positioning and public image.
What Makes Up an Inspiring Brand Story?
When you think of an inspiring brand story, what comes to mind? Maybe it's a sports team that never gives up, a tech company that keeps going even when everyone else has called it a failure, or a local business that values the community around it.
Brand storytelling marketing is more art than science, so it's not surprising that many companies have different ideas of what makes up an inspiring story. However, some common elements are found in almost every inspiring brand story strategy.
- Brand stories should be pure truth
- Brand stories should capture the brand's purpose
- Brand stories should clearly state the organization's vision
- A good brand story should lay out the organization's values
- Brand stories should be unbiased and straight to the point
The best way to reach customers is not by pushing your products to them. Brand storytelling requires actual engagement with customers that share the same values as your organization.
Importance Of Market Research In Brand Storytelling
Modern brands need to constantly stay relevant and connected to their consumers to maintain sales. To do so, marketers need to tell stories that resonate with their target audience.
Market research is an integral part of creating these stories. It allows marketers to understand the customers, their needs, and expectations from your brand. These insights help create engaging content that connects with your audience.
Here's why market research matters in brand storytelling:
1. Strengthens the brand story
Without proper market research, your brand storytelling strategy will have no depth. You won't know why you are telling the story or even what stories to tell. You also won't be able to come up with the right answers to customer questions about your brand's purpose in their lives.
2. Puts focus on customer needs and demands
Market research enables the company to understand its customers better. The information collected includes customer likes, dislikes, experiences, problems, interests, and more. Organizations can craft compelling stories that demonstrate a high level of care for the customers' needs by interviewing different customers during initial research.
Customers appreciate brands that take the time to understand their demands and meet their needs.
3. Helps to communicate the brand's purpose in customers' lives
Storytelling marketing is not just about sweet words. With data collected from marketing research, an organization can explain its role in customers' lives in a language they understand best. After all, brand stories will never make an impact if customers don't see the value the company brings.
4. Captures customer expectations
Brand story marketing must show customers that you can solve their problems when others fail. However, this is impossible if an organization does not understand what customers expect.
The market research gives organizations a chance to communicate with their clients using personalized messages. This further boosts the impact of the brand story marketing strategies by targeting customer expectations.