All great brands have a story within themselves, often detailing perseverance by founders, surviving unsteady markets, philanthropic efforts or accounts of family members collaborating to successfully build businesses. But why is this important? What’s the point of telling the brand story and continuing to tell stories as part of marketing and branding campaigns?
The point is this: we’re all becoming increasingly desensitized to the clutter of advertising. We are inundated daily on every channel (social, web, email, TV, radio, the back of the bathroom stall, etc., etc.) with messages from advertisers. So how does your brand break through the noise? One simple way. Make connections with your customers through the single most important factor in making a purchasing decision — emotion.
According to Psychology Today, the role of emotion in behavior is well documented. Neuro-imagery shows that when evaluating brands, consumers primarily use personal feelings and experiences (emotions) rather than information (brand attributes, features, and facts). Research also indicates that an emotional response to an ad has far greater influence on a reported intent to purchase than does the ad’s content.
An impactful way brands are making emotional connections with their customers is through storytelling. Successful storytelling includes a major key ingredient: authenticity. It’s important that the story you tell about your company is based in truth and reality, but told in a creative and intriguing manner. Another important factor for successful storytelling is that the story is never a sales pitch!
Here are four great examples of how brands are tugging at heartstrings and leaving a lasting impact through the use of powerful storytelling:
One for One – Toms
Every Dream Deserves a Champion – American Family Insurance
Men+Care® Mission – Dove
Dawn Saves Wildlife Episode 1: Duck, Duck, Oil – Dawn
So don’t be afraid to tell your story and bring your brand to life through real situations illustrating your product or service in action. If the story is good, you’ll gain a captive audience more likely to hear, and more importantly, listen to your message in the future.