Brand building is serious business these days across all programs and avenues accessible to companies, products, entities and individuals. The significance of brand building cannot be doubted in the present competitive situation where customers have multiple options to choose from and price wars are getting to be a common affair. Brand building is the foremost route towards differentiating oneself from the competitors, boosting customer retention and loyalty and creating a personal hook up with the focused customer base at large.
While brand building utilizes several techniques across innumerable platforms, Explainer storytelling is a new and popular competitor in this space.
New Age Business Tales
A single may well wonder about the efficacy of storytelling when it comes to extolling the virtues and benefits associated with a brand on the market. However, this is one brand building technique that is currently being employed by companies across sound visual, print and online platforms. Storytelling is viewed as a way to indulge customers without push-selling, something that automatically sparks interest, retention and conversion in turn. However, a tale needs to be well advised, in particular when it comes to the World Wide Internet.
While music visual and print media platforms offer easier ways and methods of dissemination with respect to fleshing out that big idea, the web world is a different story altogether! Establishing their brand online is a difficult task, particularly when you think of overall achieve and one-click accessibility to information, competitors, packages and options that has come to define much of our web experience today. Immaculate storytelling is obviously creating many a success story online but there are certain principles that must make up an aspiring brand’s Bible in this context.
The particular impact of proper storytelling can be summed upwards as follows:
- Differentiates a particular brand and tags it as a desirable approach to customers
- Boosts brand recall and gives new life to the same
- Competitive advantages are garnered from such exercises
- Opportunities brands as visionaries in their particular domains
- Elicits higher responsiveness and results from targeted markets
Successful Online Storytelling
The big question is, how do you integrate ad advertisement entity and its take-aways into a modern day story? An author must be an able custodian of a particular brand. According to best seling author and Real Residing founder Kaira Rouda, connection networks are the actual net worth of companies and brands and as a result, successful customer relationships must be created on the basis of genuine passions and a bird’s eye view of reality without artifice. The particular first thing to no in on is the actual message you wish to convey and the universal meaning that will be showcased and made decipherable in the guise of the storyline.
One of the most successful story informing endeavors in modern day times, the Scarecrow created by Chipotle actually engages audiences in understanding how ethically produced food journeys from the farm to the consumer’s plate and how the brand remains dedicated to food ethics and healthy livestock production.
The Scarecrow’s ambitions of creating a Farmville farm in his own little garden and the final establishment of a burrito stand represents a pressing story that subtly obtained across the hidden message to customers, going by the sheer popularity of this story which garnered in excess of 11. 6th million YouTube views in spite of not being broadcasted on television. Exactly what can be seen here is that personal connections are what actually define business. Problem solving, benefits, advantages and customer encounters are all areas of dealing with people. Sales and loyalty are automated byproducts of such branding exercises.
Parts of Successful Stories
An excellent brand story is usually representative of the subsequent elements:
- Motivational points for the brand
- Causes of organization of the brand
- Building beneficial products can be and the complete product-building process
- Insights into the actual company and its philosophies
- Value offerings for customers
- Teams and other intangible assets of the company or brand
- Relationship building and alleviation of pain points
Brand storytelling will not revolve around the company directly. It is about the value offered to customers and how they are prioritized most of all in a subtle manner. A successful brand story is surely an honest and sporting take a look at weaknesses and strengths equally in tandem with the thrilling journey undertaken to arrive at this particular juncture. Avoid being exceedingly formal or synthetic while writing; customers will sniff you out easily.
Tips for Storytellers
Whilst penning down a brand story, keep it conversational, transparent and honest. Think about a heart to heart conversation with a new person where you want him/her to know more about yourself and your journeys throughout life. This particular vibe works like a charm when it comes to brand storytelling.