Once Upon a Company: What is Brand Storytelling?
Posted: Tue Dec 03, 2024 9:38 am
Brand storytelling is a marketing technique that focuses on the emotions of customers: the story of your company must, in fact, fascinate and conquer the target audience and retain the one already achieved. Let's find out how to implement this technique.
What is brand storytelling?
Brand storytelling is a marketing strategy that allows companies to make themselves known by the brand. Narration is the basis of this technique and for this reason it is important that it is engaging and arouses emotions and interest towards the brand, possibly in a non-forced but authentic way.
Furthermore, brand storytelling allows you to improve the relationship with customers as well as strengthen the brand's presence on the market by making your products known.
What are the benefits of brand storytelling?
On the advantages front, brand storytelling for companies allows you to:
create your own identity on the market;
to clearly stand out from the crowd;
make the different processing phases known to customers and potential customers;
engage and conquer the target audience.
The means to create a brand storytelling
How to create effective brand storytelling? If you are wondering, know that there are many ways to have a good corporate narrative and we are not just talking about written content.
Videos and podcasts are also used very frequently and thanks to technology these solutions are very much appreciated by the target. Obviously, what matters is to understand well who the target audience is. For example, if they are people who are not very inclined to listen to audio, it is better to avoid podcasts, just as if they are people who read short texts, it is better to opt for these.
How to create effective brand storytelling
Successful brand storytelling is achieved by defining the company's key values and establishing the steps of the story in chronological order. Each part of the story, both written and vocal, must be characterized by quality; therefore, it is essential to create the content with great care.
It is also necessary to create content that is in line with the values and characteristics of the brand; therefore, the various elements must respect these characteristics to avoid a short circuit that could undermine the credibility of the company.
Brand storytelling strategy
To have a successful brand storytelling strategy, it is essential to follow some steps that should not be overlooked:
Define brand identity: it is essential to understand what the france whatsapp number data 5 million brand identity is and how it is perceived.
Set goals: Why are you doing brand storytelling? If it’s just to emulate the competition, it’s no good, so set short-term and long-term goals.
Identify the target audience: it is essential, as we said, to understand what kind of stories to tell and how to propose them.
Define tone of voice and style: if your communication is usually very formal, you need to understand how to reconcile this with the story you want to tell.
Identify the protagonists of the stories: who will be the people you will talk about and why? This aspect is also not trivial.
Define the contents: decide whether to focus on textual, video, visual, audio contents etc… and based on these you understand what budget you can allocate to brand storytelling.
Define the skills you need: based on the point above, it is important to understand which people you will have to hire externally and who internally.
Choosing channels: where do you want your story to be published? To have a successful brand storytelling the right channel is everything because it is the one that allows you to reach your audience.
Define an editorial plan : evaluating the type of content and timing is essential otherwise you risk not having an overall vision.
Measuring Results: How did your storytelling go? Which channels worked best? Tracking and measuring results is key.
Some cases of successful brand storytelling
There are two examples of successful brand storytelling and the first is that of Coca-Cola , namely Share a Coke, which involved millions of people who created many unique and fun contents capable of guaranteeing great success for the company itself.
The Nike brand instead involved the target thanks to the “Just Do It” campaign. Both were able to interact with the public making the brand unique in its kind.
What is brand storytelling?
Brand storytelling is a marketing strategy that allows companies to make themselves known by the brand. Narration is the basis of this technique and for this reason it is important that it is engaging and arouses emotions and interest towards the brand, possibly in a non-forced but authentic way.
Furthermore, brand storytelling allows you to improve the relationship with customers as well as strengthen the brand's presence on the market by making your products known.
What are the benefits of brand storytelling?
On the advantages front, brand storytelling for companies allows you to:
create your own identity on the market;
to clearly stand out from the crowd;
make the different processing phases known to customers and potential customers;
engage and conquer the target audience.
The means to create a brand storytelling
How to create effective brand storytelling? If you are wondering, know that there are many ways to have a good corporate narrative and we are not just talking about written content.
Videos and podcasts are also used very frequently and thanks to technology these solutions are very much appreciated by the target. Obviously, what matters is to understand well who the target audience is. For example, if they are people who are not very inclined to listen to audio, it is better to avoid podcasts, just as if they are people who read short texts, it is better to opt for these.
How to create effective brand storytelling
Successful brand storytelling is achieved by defining the company's key values and establishing the steps of the story in chronological order. Each part of the story, both written and vocal, must be characterized by quality; therefore, it is essential to create the content with great care.
It is also necessary to create content that is in line with the values and characteristics of the brand; therefore, the various elements must respect these characteristics to avoid a short circuit that could undermine the credibility of the company.
Brand storytelling strategy
To have a successful brand storytelling strategy, it is essential to follow some steps that should not be overlooked:
Define brand identity: it is essential to understand what the france whatsapp number data 5 million brand identity is and how it is perceived.
Set goals: Why are you doing brand storytelling? If it’s just to emulate the competition, it’s no good, so set short-term and long-term goals.
Identify the target audience: it is essential, as we said, to understand what kind of stories to tell and how to propose them.
Define tone of voice and style: if your communication is usually very formal, you need to understand how to reconcile this with the story you want to tell.
Identify the protagonists of the stories: who will be the people you will talk about and why? This aspect is also not trivial.
Define the contents: decide whether to focus on textual, video, visual, audio contents etc… and based on these you understand what budget you can allocate to brand storytelling.
Define the skills you need: based on the point above, it is important to understand which people you will have to hire externally and who internally.
Choosing channels: where do you want your story to be published? To have a successful brand storytelling the right channel is everything because it is the one that allows you to reach your audience.
Define an editorial plan : evaluating the type of content and timing is essential otherwise you risk not having an overall vision.
Measuring Results: How did your storytelling go? Which channels worked best? Tracking and measuring results is key.
Some cases of successful brand storytelling
There are two examples of successful brand storytelling and the first is that of Coca-Cola , namely Share a Coke, which involved millions of people who created many unique and fun contents capable of guaranteeing great success for the company itself.
The Nike brand instead involved the target thanks to the “Just Do It” campaign. Both were able to interact with the public making the brand unique in its kind.