Today, branding is probably the most important part of running a successful socially conscious business. Make sure that your brand has a relatable and purpose-driven story to tell is essential in creating a successful business. A brand story is what establishes how your business is perceived by potential customers and the public at large. In short, we can say that how creating a brand narrative wins’ customer’s faith.
A brand story is not something that you just sit down and whip up on a piece of paper one night. It’s something that’s created independently through your life experience, diligent effort and a passion for the work. In order to establish trust and brand loyalty with your customers, you have to put an immense amount of time into properly branding your company, especially if you’re new to the market.
There are a lot of ways for a company to brand itself however not all of them are created equal. Traditionally, to successfully brand your company, you would need to spend a good chunk of money on marketing and advertising. Since that adds up fast and can bankrupt you before you get where you need to go, it’s best to take advantage of grassroots methods that maximize your results and reduce your overall budget.
The most successful brands become a part of consumer’s everyday lives. There are many Indian and foreign brands that have come to be so well known that people immediately recognize their logos and even know of the brand’s origins. Of course, the largest domestic conglomerates fall in this category.
Many of the best-recognized conglomerates have served people for decades; however, longevity isn’t a prerequisite to impacting consumers. A number of young brands have made inroads into mature markets and toppled established brands. Whether the FMCG market where Patanjali is giving sleepless nights to HUL or the mobile space where innovative Chinese brands are taking market share from Apple and Samsung; new entrants prove longevity is no longer essential to building a successful brand.
Advertising is no longer just a loose collection of disciplines such as branding and promotions. However, solid advertising campaigns are making around good stories. Everything marketers tell in a story that will help you only, regarding the specific task a client may have charged them within the moment. The best marketers are storytellers. After all, how much customers truly make purchasing decisions are based on statistics or a cost-benefit analysis? Emotional appeals are one of the truest and finest to connect with customers, and stories are the most powerful and convenient method for doing so. This is what makes your brand’s narrative so important.
Storytelling at Its Finest
We all know a good story when we experience one. But the plot of a film might seem very different from the kind of narrative you’re trying to create for your brand. Keep these points in mind to ensure you’re not just shouting at the rain:
1. Find the root which is in reality
Brand narratives must be genuine because consumers can smell insincerity a mile away. Made-up stories inevitably become inconsistent, which can lead to confusion, frustration, and even the loss of sales. If the pieces of your story don’t add up, the deception is obvious.
Deviating from the company’s truth in hopes of telling a more impressive story will only cause problems. On the other hand, if a brand is grounded in its narrative, a consumer’s journey with that brand will be compatible. The narrative will signal exactly what consumers should expect and keep them connected to the brand at every touchpoint.
2. Keep it simple
An overly complex narrative can be just as confusing as one that’s insincere. Even lengthy novels and multi-installment movie franchises have, at their core, a simple story to tell. Harry Potter is learning to become a wizard and fighting Voldemort, from the first book to the very last. As a brand narrative develops, new platforms, ads, and products might be incorporated, but the general story should be kept simple and consistent.
For most brands, the sequence is problem, solution and success. This three-act structure can be told in many different ways with many different characters, but the basics should remain consistent. It’s easy for customers to follow when the whole thing will tell in a single story which allows them to focus on your brand’s content.
3. Consider your perspective
The perspective from which a story is told can significantly alter its impact. Brands should settle into their customers’ shoes (as well as their eyes, ears, and minds) and take a look at their own advertisements from that point of view. Of course, this could prove more difficult than it sounds what appeals to the customer might not always be what appeals to the brand.
4. Sprinkle in some surprise
People love page-turners and cliffhangers. We’re always looking for something new and exciting in stories. For both brands and customers, however, change can be scary. Sudden shake-ups in business can lead to uncertainty and fear.
Good brand narratives keep the element of surprise intact, without any of its potentially negative connotations. Think of the suspense before big Apple launches. On a smaller but more significant level, consider the way an email id could tease a customer to click through and be surprised at what a brand can offer. The possibilities for “surprise and delight” in the advertising world are limitless.
5. Make an empathetic connection
Great books, movies, and folk tales remain popular because people connect to them. Similarly, brand narratives are at their strongest peak which can tell the story that helps the customers to see your brand or products which you want to promote. when they’re able to make connections to customers’ lives. A brand’s narrative might reverberate with a customer’s values, or it might clearly describe a problem he’s experiencing.
Similar to the choice of outlook the way a brand narrative is delivered can also determine its impact. Brands can now connect to customers through many different platforms, and they should take advantage of as many as they can. A company’s videos on YouTube, images on Instagram, and posts on its blog should all align with the same narrative.