27 Feb branding- Storytelling – the main principles of creating brand history ARD 406
Storytelling is the oldest interpersonal communication tool. In marketing itself, this concept has been around for 120 years. What is its effectiveness? What is the secret to creating stories that get others to act? Marketers of many brands are trying to do this, but only a few succeed.
Storytelling is building relationships through activities that affect emotion and imagination. There are three rules that are always worth sticking to when creating narrative marketing.
Storytelling and building relationships
In today’s world, interacting with others is actually a necessity. We build permanent relationships with friends, family, and colleagues. Also, in order to gain an impact, a brand cannot remain an island alone.
So if you see real people in your clients with whom you can build relationships, storytelling is the best way to do it. It can help in creating an emotional bond with a product, brand or idea.
Emotions in storytelling
Considerations about emotions in advertising have not ceased for a long time. Is playing the emotions of your audience ethical? Is it fair to them? In storytelling, emotions should be its main part. We should touch our history, surprise, and interest.
The most common emotion used in narrative marketing is emotion. Spots (so-called tear squeezers) are usually becoming the most popular and are spreading virally across the network.
However, there should always be more than a willingness to earn a living on the customers’ emotions. Many strong brands promote higher ideas through this type of promotion.
Over nineteen million Internet users saw an advertisement of an unknown mobile network from Thailand. Giving is the best communication. Most viewers did not even know that it was an advertisement. After watching it, the brand knows the whole world.
Storytelling and authenticity
In storytelling, you can’t forget about authenticity first. Talk about your brand in your own voice and remember the truth. In the era of social media, customers will quickly check the credibility of your story.
Storytelling is not just for storytelling, but for an important message that you want to sell. These may be important ideas, values or significant character traits of your brand, but each story you create must have a message, it must lead to something.
Bonds, emotions and authenticity. Three simple words, so popular and so little associated with advertising, but for a long time it has been an important part of it. It is worth relying on these values to build a strong brand and create its history.