By James Pass, managing director, JPd
Brands have moved away from the traditional approach of putting products first. Now marketers believe in storytelling to build meaningful brands. Storytelling is an essential marketing tool that helps brands develop communication that is memorable, emotionally engaging, and profitable. A brand story need not be overly elaborative; it just needs to be simple and narrated in a manner that captivates attention. It must differentiate you from the rest of the audience because the audience cares deeply about brands that have the most compelling differentiator. Every aspect of communication – from marketing collaterals, digital presence and website – must reflect on the difference you wish to create.
Before starting the exercise of building a brand story, it is important to understand what the brand stands for and the purpose of it. It must be true to its brand promise and must focus on something the brand believes in. Successful brands do this by finding a balance between emotions and relevance. Customers connect with brands that create an engaging story; hence, if the story is creating magical bonds, then the relationship helps upscale the business and enables a pleasant brand experience. Effective branding plays a two-pronged approach: it either convinces the customer to buy the product or helps stand out from its competitors. However, if the customer has never purchased the product before or used the service, a great story will help him associate with the brand.
Building a brand isn’t just about creating a fancy logo or a website, it’s about the promise you make to offer certain values to your customers. A brand is an extension of your identity. The most common mistake most brands make while crafting a story is that they push out marketing content without a thought behind it. Brands tend to ride on the sense that people want information without realizing that today any information about a brand is easily available and accessible on the Internet. The audience is actually looking for stories, which draw them into richer and more powerful immersive experiences.
An unplanned brand story often creates inconsistency and confusion. A brand story that is not related to your current services and product line, would for the moment attract the audience, however, would not elevate sales. One of the most crucial ingredients in getting the attention of the audience is to know them. Understanding the audience helps brands define the tone of the story and also the reasoning behind the brand. Hence, while building on a story think of it as a long lasting one; the legacy that it would uphold in the long run. When the audience sees the passion and transparency involved in the brand, they want to be a part of it at some point in time.
App analytics and market data company, App Annie, have released a new report that sheds light on Gen Z’s mobile behavior, in order to help marketers develop effective strategies to reach them. 98% of Gen Z report owning a smartphone, on average receiving their first at the age of 10. They are also part of […]
Experticity, the world’s largest community of influential category experts have released a new study that sheds new light on the importance of micro-influencers on the average consumer. The study was conducted with online interviews of more than 6,000 individuals from the United States drawn from Experticity’s micro-influencer network and the general population. In addition, more […]
Market research companies eMarketer and Global Web Index have collaborated together to release the 10th edition of the global media intelligence report. The report is a detailed compilation of data and insights about internet users’ traditional and digital media usage in 42 key markets worldwide. Communicate will be highlighting the key trends that are shaping the […]
Social Bakers, a global AI-powered social media marketing company has released the Q3 edition of their social media trends report. The report reveals where the industry is currently standing with regard to spending and engagement globally. Here are the key findings – ADVERTISING Worldwide ad spend increased by 56.4% in Q3 compared to where it […]