The Impact of Brand Storytelling: Top lessons for B2B and B2C marketers
The Father of Advertising, David Ogilvy, was accurate when he asserted, ‘What really decides consumers to buy or not to buy is the content of your advertising, not its form’. Your content must be clear and crisp such that the target audience quickly understands the core message. Here is where ‘storytelling’ plays a massive role in marketing your content effectively. This creative concept is critical to get the attention of your target audience. With the dwindling attention span and multiple distractions, there is nothing like a good story to send your brand’s message to the right person at the right time.
The latest research shows that messages delivered in the form of stories can be up to 22 times more memorable than just facts.
We know how true that is! Well, we all have grown up hearing some of the greatest historical stories and fascinating fables. The famous hare and the tortoise story is the best pick even today! Digital Storytelling helps brands connect with their customers, stir their emotions, and communicate their message successfully.
Let’s explore how Brand Storytelling benefits all types of businesses in this fast-paced digital era.
Quality Storytelling — The Need of the Hour
Brands are looking out for more ingenious ways to survive the stiff competition. Sadly, many marketing messages get lost in the crowded space or find it hard to pass through the digital clutter. So how does storytelling help to achieve your marketing goals?
Anything in the form of a convincing narrative wins big in the market as it relates to real human emotions. The idea has been around for years, but the way how organizations implement it has gone through major transitions. For instance, a similar concept of the popular hare and tortoise story was exhibited differently by America’s leading manufacturer of alkaline batteries. This video garnered huge attention within a few hours of its live broadcast. Why? Because it was personalized, relatable, and engaging — the key aspects needed for modern storytelling.
Brands experiment with multiple ways to narrate a story. Here are some of the ways.
- Monomyth (Hero’s journey)
The monomyth story structure is found in folktales all around the world. It starts with the hero leaving the comfort zone (his home) to set out for a difficult journey and returns with a reward or wisdom. This story structure engages the audience by taking them on a journey and showing the benefit of taking risks.
The best way to create drama in any story is by the mountain story structure. It helps plot events that occur in a story but does not always end on a happy note. The first part starts with setting a scene, followed by challenges and a climactic conclusion. This story structure gently builds the reader’s interest and showcases how you overcame the challenges.
This storytelling technique helps you place the core of your message in the centre of your story and use small stories as layers around it to elaborate the central principle. For instance, if your friend tells a story about an important person in their life, the first loop is your friend’s story and the second loop is that important person’s story.
4. False Start
If the story is too predictable, a false start storytelling technique is an innovative way to persuade your audience into a sense of security and then surprise them by turning the tables. It not only captures the attention of your audience but also keeps them engaged throughout the story.
Benefits of Brand Storytelling
Storytelling is a creative concept that helps companies to entertain their audience and bring the brand to life. It is a form of art that, when done correctly, provides numerous benefits. So, when the story starts with a hook, addresses the pain points, and showcases what the company is all about, it can build trust among your audience.
Storytelling has the power to create personalized experiences and humanize your brand. They help you deliver content that expresses a clear narrative. Finally, it is a perfect recipe as it generates three times more leads and is 62% less costly than traditional marketing.
The best stories make an impact if they are enduring, compelling, universal and well-structured. So, to ensure a good story, here are quick tips for B2B and B2C marketers.
- Define your core message and build the story’s foundation on it to hold up your narrative
- Study your target audience and choose a relatable main character that makes them relatable
- Weave a story while keeping your audience reaction and end goal in mind and spin a tale that inspires them
- Use personalized experiences to convey your brand values and culture
- Narrate how your characters take action for your readers to do the same
Your brand is a story unfolding across all customer touchpoints” — Jonah Sachs
Successful Brands that Made a Huge Difference
Danielle Snyder and Jodie Snyder-Morel have built a renowned jewelry brand known as Dannijo with their storytelling strategy. On their social media account, they share pictures of their own lives to connect with their audience. Moreover, they interview influencers and post their experience to acquire new customers. They also started a podcast named “No Filter with Danielle Snyder”, where they interview powerful people and discuss their stories. All this user-generated content has helped Dannijo to build long-lasting relationships and referrals from its existing customers.
Takeaway: Brands should invest time to share authentic and inspirational stories with their audience.
2. Warby Parker
Warby Parker features their brand culture, brand values, and people in their storytelling video, unlike other eyewear brands. For instance, in their video “How Warby Parker Glasses Are Made”, they talk about the detailed process of making the specs right from scratch. In this way, people can understand their efforts and the expertise they use to make their eyewear collection. Also, we get to know that for every pair that customers buy, they donate a pair to someone needy.
Takeaway: By showcasing “behind the scene” videos, marketers can let their audience know why their product is unique.
When you click on the “customers tab” on the Salesforce website, you will find genuine customer success stories. Via these tales and snippets, the brand makes the customer the hero / main character and puts themselves in the supporting role. For instance, the story regarding “Western Union moves money for better with Salesforce” talks about its CEO who used to send money to his father back home. Then it describes the history of Western Union and how the company helped people by sending money across the globe. Only after focusing on the client, Salesforce mentions how they fit into the picture.
Takeaway: When it comes to impactful storytelling, brands need to give their audience prime importance and showcase their story.
As a B2B brand, Cisco has always leveraged the power of storytelling to entice their readers and boost brand awareness. Cisco’s latest content marketing campaign, “Never Better”,- uses stories to showcase how their customers use Cisco technologies to overcome their challenges. This helps in bringing out the innovative side of the brand.
Takeaway: Brands should focus on creating a storytelling journey that makes their audience want to learn more.
Whether it’s B2B or B2C, people enjoy good stories that kindle creativity and curiosity. So, companies must include storytelling as a crucial part of their digital marketing strategy to accomplish their goals.
Vajra Global’s brand storytelling services can bring life to dull content by adding a little bit of magic and a lot of drama. Be it a case study or a mundane blog — our writers can spin an interesting story out of it to attract your targeted audience with the right elements.
For more details about our brand storytelling services, get in touch with us. You can also connect with us on LinkedIn / Instagram / Facebook for updates to give your business a complete digital transformation.