How Storytelling can Improve your Brand

In a recent survey by Adobe, people were asked to agree or disagree with some statements about communication.

The top ranked statement turned out to be “Advertisements should tell a unique story, not just try to sell” – it got 73% affirmations from the 1000 adults surveyed.

It is not so difficult to understand why consumers – also customers in a B-to-B environment – love that brands tell their stories.

Most brands today are mere bragging, blaring out messages, packaging them into advertising campaigns, and repeating them as often as possible to augment the impact.

They are trying to sell too obviously. A good brand story on the other hand conveys authenticity.

It helps consumers to understand where your messages come from and builds a connection with your brand on a higher, emotional level.

They will make your stories their own if they can identify with the elements within the story, respond to the narrative emotionally, and have it serve their interests and agendas.

Why a brand should tell a story

Often brands forget “why” they do what they do. The “Why” can sound so much like a cliché that it becomes meaningless.

It is all about the story. Storytelling should be your core ingredient for any good engagement marketing.

Here is a quick reality check: How much of your communication is about you, your product, your service, or your solution?

Too often brands are the hero of the story. But your brand is not the hero. Your customer is. It’s his or her adventure.

Stop bragging about your brand. Start telling the story to connect with your audience. If the connection is there, the selling will follow naturally.