Storytelling is an ancient art, some say ‘part science,’ that has been part of our culture since the dawn of time. Storytelling is hugely popular in today’s marketing industry, and for good reason. Here, your trusted brand management and printing company takes a look at the impact of storytelling in branding.

Storytelling: A Necessary Human Activity

When it comes to marketing and branding, storytelling is much more than just telling a tale. It is a vital and strategic component of content creation. In these social and content fueled times, the consumer expects to be exposed to this type of marketing. And you have to give the consumer what they want.

Appeal to Human Emotions through Brand Storytelling

Soulless and boring company content does not engage in conversation with the consumer. The goal is to create a dialogue, get the consumer talking, and continue to re-tell your story. Therefore your storytelling strategy needs a strong focus point and a part of your brand management. Do your research and study your target market. What do they want to hear? What do they share online? This shift has made marketing more about your consumer – and less about your business.

You need to tell this story through your marketing materials. From your brochures and billboards through to your digital marketing campaigns.

Visual Storytelling

Storytelling is the creation of both visual and written content. It should also raise a series of questions and provide answers to these questions. This creates continued dialogue with the audience. Storytelling continues to evolve. Creative logos, fonts, and designs are now placed on a variety of marketing materials, coming together to form a visual story.

A colour scheme, logo, and consistent imagery (i.e: brand management) allows employees, customers, and partners to instantly recognise product lines and company information. This allows customers to easily pick out your product or service. Effective and consistent company storytelling enhances the image of your business, ensuring your brand resides in the mind of the consumer.

Your company identity is expressed in your logo, font, and design. These specific elements should be displayed on all your marketing materials and informational copy. Your brand is a promise of the value that you give your customers thus your branding needs to be consistent. The biggest downfall for any business is lack of uniformity in brand management.

When strategising your storytelling and visual marketing plan, ask yourself these 5 questions:

  1. What is the narrative behind everything that you do as a business? You need to identify what you stand for before you can tell your story.
  2. Why did you develop your product/solution?
  3. How can you tell the story of your brand without just stating facts? Think outside of the box with this one. From eye-catching billboards and catchy slogans through to shareable social media content and thought-leader blogs.
  4. What kinds of stories appeal to your target market?
  5. What stories are they already telling? Listen to those stories and include them in your marketing strategy. Collaborative storytelling will get you far!

Storytelling marketing is not just about language. It is about telling your brands story in a compelling way. It is about discovering the perfect metaphors, designs, and graphics that are designed to encompass your business ethos.