You may have Heard the Term Storytelling A Lot Lately, Especially in Advertising and Branding. But what does it really mean? What is the power of storytelling?
- 1 What are the advantages of narration for brands and advertising?
- 2 What types of content are the most effective for telling a story?
- 3 What is the role of narration in the development of the brand and the creation of content?
- 4 How can brands use narration to create an emotional connection with their customers?
- 5 How to use narration to encourage consumer commitment?
- 6 How can storytelling be applied consistently through all platforms and channels?
What are the advantages of narration for brands and advertising?
History is one of the oldest forms of expression in humanity. It has always been a way for men to understand the world around them, its origins or its myths and its legends.
The stories have always had a considerable impact on people’s lives, because they allow individuals to be brought together and establish a privileged relationship between them.
Storytelling is an integral part of the communication of brands, in particular through advertising storytelling and digital storytelling. But what are the advantages of storytelling? In this article, we will approach three major points: how can storytelling be used to communicate? What are the main advantages to using advertising storytelling? What marketing strategies to put in place to bring your brand to tell its story? Why choose storytelling as advertising technique? Storytelling allows brands to be closer to their audience so that it feels valued by the story told by the brand. It is also an excellent tool for establishing a lasting link with its customers. Indeed, by telling a story, we create in its audience a particular relationship which promotes mutual trust and therefore long -term fidelity.
What types of content are the most effective for telling a story?
Storytelling is an effective way to create a captivating story that can help you sell products, services or ideas.
Storytelling can be used in public relations, internal and external communication and marketing.
What is the role of narration in the development of the brand and the creation of content?
Companies that want to draw attention and interact with their customers must now master the techniques of storytelling. This type of communication appeared in the United States in the 1980s.
It then developed in Europe, where it is now used by most brands to create unique content, based on a captivating and authentic history.
The narration can be used to broadcast advertising messages, but also to promote a product or a company.
Storytelling can be used for different purposes: making your brand known: storytelling makes it possible to publicize a product or a company, while generating interest and by arousing curiosity. This technique also makes it possible to bring consumers to feel concerned by the content so that they can easily adopt this brand. For this purpose, you can tell a story around a specific product (for example “we have created this drink because we know that you like exotic flavors”). Talking about your added value: as a small business, it is sometimes complicated to display its added value in the face of major well -established brands on the market.
Storytelling then highlights its originality and singularity in order to attract the attention of potential consumers.
How can brands use narration to create an emotional connection with their customers?
Storytelling is a practice that consists in telling a story. This can be a story, an anecdote or a tale for children.
It is a communication technique that makes it possible to capture the attention of targets and develop the relationship between brands and their consumers.
Brands use storytelling to improve their notoriety, generate sales, retain their customers and promote products or services.
Storytelling is very effective because it uses consumers’ emotions in order to increase sales.
Storytelling allows brands to create emotional links with consumers thanks to narration, while helping to convey a clearer and more easily memorable message.
How to use narration to encourage consumer commitment?
Storytelling is an excellent tool for stimulating consumer engagement. This technique is increasingly attracts brands, because it allows us to humanize the relationship with the customer while highlighting a strong story.
Companies that use this technique manage to stand out and create a local relationship with their customers. To succeed in your storytelling, you should first know that consumers are very sensitive to romantic discourse.
They can be affected by the words and the story told by a brand.
The stories make it possible to get a message across, but they can also be used to entertain or to convince.
When you tell a story, you stage characters and you call on the reader’s imagination so that he can identify with the protagonists and share your point of view on the subject addressed.
How can storytelling be applied consistently through all platforms and channels?
To achieve a good Storytelling strategy, it is important to take into account the different channels and platforms you want to communicate on. Indeed, the public is varied and made up of individuals who do not all have the same interests, nor the same attitude towards your business.
It is therefore important to create a coherent story for all the channels used. For that, you always have to ask yourself the question “How could I tell my story to my customers?” This question can be applied through any type of channel: website, commercial brochure or PowerPoint presentation.
Your narration must always have a clearly identifiable start and end. It must also include elements that the customer naturally expects compared to the product or service offered. To create a good storytelling on all the channels and platforms used, it must be based on the principle that each individual does not communicate with their customers in the same way (it depends in particular on the channel used).
The message must be adapted to each target so that it is perceived as relevant by its interlocutor.
The art of telling a story, creating a storytelling using storytelling techniques is very powerful. It is a question of using stories to transmit messages and passing ideas, touching people and making them feel that they are part of a group or that they have a common interest.
Not only storytelling is used in advertising but also with public relations, as they have an important role in advertising.