‘A picture is worth a thousand words’
Old saying but very true. Similarly, a story connects better than a tagline. Today’s audio-visual medium is full of creative branding advertisements. From advice from dentists to educating one about banking services; brands are working extra hard to leave an impact on the customer’s mind.
Advertising is not limited to celebrities endorsing a brand to increase its recall value but unique and attention-grabbing concepts are leaving us impressed.
Brand storytelling refers to creating a narrative that shows the values of your brand, in order to connect your brand with your audience. It is one of the concepts that can boast of a high recall value.
Advertisements featuring brother-sister fun pair, a mother motivating her child, or before and after effects of a pain balm – story telling takes us on an emotional ride while telling us about a product or a service. But it is not just a short interesting story played out in a matter of minutes, the story connects with the audience, looks at solving a problem and showcases the values and vision of the brand.
A UPI paying system shows us the ease of payment to any QR code. A friendly air hostess stands for a hospitable flight experience and an actress drinking tea, speaks of long-lasting lipstick. These core values stand for the brand and help reinforce it in the customer’s mind. When the customer is able to identify these core values, they are able to connect better with the brand.
How can we incorporate storytelling into our branding strategy
- Identify one core value you want to showcase
Before drawing any kind of strategy, draw the values of your company. What should the ad convey? Pick one core value and work around it.
2. Identify your audience
Every branding exercise is directed at a particular target audience. The design, copy and the tagline has to be created keeping the audience in mind.
3. Pick the ideal model / people for your brand
A lot of everyday people are featured in advertisements, keeping it as real as possible. The people speaking into the camera, the ones out in the market shopping or the ones complaining about aches and pains are not models but people like us, going about their lives. What can be a better connect than someone like the person next door?
Not every idea has to be endorsed by a celeb or a model. An essential commodity can be best reviewed by a common person, using it in his daily life. Keep it real and simple with prominence to the message and the product/service.
4. Make it emotional
Create a story that is close to people. Real- life situations, relationships that evoke emotions. Linking a product/service to life aspirations or life problems will attract attention from people as it strikes a chord and gives us a moment of nostalgia.
In all, storytelling is the heart and soul of creating a brand.
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