Brand storytelling might feel like something only fresh, innovative- and often multi-million pound- companies- are doing, but take a closer look and you can find it everywhere. From global brands to local retailers, storytelling isn’t about selling; it’s about building relationships with your audience. Stories draw in the consumer, connect your products to the daily challenges of life and create an emotional tie with your audience. Above all else people remember them.
We all recall the Bisto family. Not only did Bisto portray themselves as the ultimate Sunday accessory, they became synonymous with the family unit. As we watched them grow up many of us felt like we knew them better than our own family. As admirable as this is, your storytelling doesn’t have to be on this scale. From your website to blogs, articles and even social media, storytelling can be part of your everyday marketing, you just need to approach things in a slightly different way.
Start with a scenario. Make it something people can relate to and you’re already halfway there. Show people that you understand their plight; that you’re no different to them, that you too have the same trouble getting up at the crack of dawn, that you sometimes forget your keys or to put petrol in the car; that you also understand how frustrating this can be. Then show them how your company can alleviate this frustration.
If your company lacks the creativity, time or resources to do this successfully, why not draw upon the stories of your customers. Few things are more successful at instilling trust in an audience than the reassurance of our peers. After all, why wouldn’t you say your company was amazing? A reinforcement from someone more impartial makes you more credible and it makes it easier for people to open up and connect with your brand.
It also helps your customers feel more involved. Approaching them and asking for their personal stories shows you care and makes you appear more human. It’s also a great PR opportunity.
Best of all, storytelling is a technique that works well for any company. Regardless of whether you sell something fun or quirky, provide an important service or something fairly ordinary, it’s how you go about it. In theory, there isn’t really anything profound about powderised gravy, but Bisto were clever, they saw the bigger picture and it was filled with the enticing aroma of beef granules. If Bisto can make their products exciting, anyone can.
By Ben Austin, CEO of Absolute Digital Media.
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