Oh, The Stories We Can Tell!

That’s what we storytellers do. We restore order with imagination. We instill hope again and again and again.

Walt Disney

Storytelling in marketing is nothing new, but so many brands continue to miss out on the unique capabilities that this type of communication tool can provide for their business.

Storytelling in business can be used to help break down or clarify a message that your customers will understand, remember, and possibly share with others.

That last point is especially important because a positive conversation about your brand from a trusted friend, family member, or colleague can hold a lot of weight and influence on how you view that company in the future.

Because humans are complex emotional beings, when it comes to marketing, appealing to logic and reason is in most cases only half the job. To try and create a level of trust (that grows over time with positive experience) brands can use storytelling as a way of building a relationship with their audience.

However, creating a real connection isn’t as easy as it sounds, people aren’t easily fooled by tall-tales and a questionable back story. So, it’s important to show your brand’s true colors and be authentic in the story you are telling.

As far back as we can remember people have been using stories to pass down information, but why use a story, surely, it’s just a longer route to saying what you actually want to say? While it might be longer, stories help us recall information that we may have otherwise forgotten, allowing us to piece together the underlying message and process how we feel about it.

For marketers, this is a great way for people to remember specific details about your products, services, or brand in general. Making it easier for them to recall those feelings when they see or interact with your brand.

Storytelling is about context and blending facts and feelings to hold a customer’s attention long enough to make an impression.

Creating a story that plays on the emotional side of our brains, allows brands a different way of marketing, one that shifts from a selling mindset to a connecting one and engages your audience in a way that your competitors might not be.

An important aspect to remember is that sometimes the best stories lie not with your business but with your customers and their experiences. By sharing stories that other customers will find relatable they subconsciously make a connection with your brand.

Storytelling isn’t just about words either, humans are undoubtedly visual creatures. With more and more businesses creating video content, it’s important for brands to cut through all the clutter. Creating engaging stories is the quickest way to connect, build trust, and ultimately drive sales, traffic, or interest in your business offerings.

Storytelling is also not limited to any one industry or type of business. Any brand no matter how small their niche can tell their story and capture the hearts and imaginations of their audience. With a thoughtful and consistent approach telling your story might be your best marketing weapon yet.

Our Moment of Bliss

Storytelling is not limited to anything. Music is one of the best sources of all types of stories. Today we focus on the electronic song “Over & Out (Delamare Remix)” by Sparrows, Delamare featured on our Spotify playlist.

 

Creating Bonds Through Emotional Branding

Alone we can do so little; together we can do so much.

Hellen Keller

Making audiences fall in love with brands is an old marketing practice that, in the past, only a few managed to achieve.

Competition grows exponentially and, with it, new ways and tools for marketing products and services continue emerging. And this has changed the way in which we all communicate for good.

Social networking has grown fast in the last couple of decades. This growth has forced creativity, innovation, and interaction to go a step further in the new marketing advances. Brands not only want to remain on the “top of mind”, but move further to a “top of heart” place.

Emotional branding looks for audiences to get hooked.

But why all the efforts to touch people?

People are hardwired for emotion, sentiment, passion, love. People make decisions based on feelings. Passion encourages. Love, well, let’s just say that “Love makes the world go round.” People are pushed into action when an unconscious desire is triggered by emotion.

So, what is your brand personality?

The days of delivering plain advertisements are now long gone. Customers have become harder to attract and keep, and there are way too many factors competing, bringing into the spotlight one indispensable key player for building long-term relationships: creating experiences.  

Traditional marketing and advertising practices are still an important part of the overall promotional strategy of a product or service, but combining these with emotional branding is what makes the difference in terms of reach and recognition. Telling stories that people can relate to; making them experience a feeling of bonding.

We all have learned the importance of linking brands with values.

Human emotions can be complicated, and so are the times that we are living. Technology has played a crucial role in this tireless pursuit of improving our lifestyles and creating bonds. Although we can be in touch with people all over the world at any time and any place, we have also distanced ourselves from traditional human contact. We now choose instant messaging over a phone call or a video call over a conventional face-to-face meeting. Even more so today.

Emotional stories have always been around, but the difference now is that they can be delivered instantly to people’s homes, and hands, giving brands, and people, an unmatched opportunity for bonding.

Our Moment of Bliss

Today we’re getting away with an amazing classic by “The Cure”. Listen here or there: on our Spotify playlist

 
 

Image credits: Photo by Lindsey Hogue on Unsplash

Industrial social media specialists of the year 2020 - Spain