Surely the fanciful term has crossed your path lately? If you are in the marketing industry, Brand Storytelling is everywhere. Perhaps trending? In fact, a recent Forbes article proclaimed the Brand Storytelling is the Future of Marketing! (see recommended below) So what is Brand Storytelling? Where is it used? Why does Brand Story Telling Matter? And who is doing it well? All this and some recommended reading below.
What is Brand Storytelling?
It is a branding tool to make your company stand out from the rest. Marketing Insider Group says “it is using a narrative to connect your brand to customers, with a focus on linking what you stand for to the values you share with your customers.” To break it down, it is a story that tells the target audience what the company stands for, but also makes the brand interesting and memorable.
Brand storytelling is often used in conjunction with cause branding or cause marketing. In this scenario, the brand aligns with a cause or charity to reinforce it’s social responsibility, and it’s desired brand image. Link here for more information on Cause Branding vs. Cause Marketing.
Where to use Brand Storytelling?
- Social Media
- Honestly, anywhere that will grab your audience’s attention.
Why does Brand Storytelling Matter?
This type of branding differentiates your brand from competitors by sharing brand values through a story. It grabs your target audiences’ attention, especially if it aligns with their values. By grabbing attention, it will be memorable, build brand awareness, or even a sale. It gives your brand or company a purpose, maybe even a “higher purpose” that will resonate with customers.
Examples of Brand Storytelling
- Nike – Equality Campaign
- SoulCycle – Find Your Soul
- Warby Parker – Transparency
- Google – “Year in Search” videos
- Airbnb – Bringing to life the things the company cares about
- Quip – the Good Habits Company
Brand storytelling will only continue to grow. It is a technique that companies should not be ignoring. It is time to get creative with your branding.
Recommended Brand Storytelling Resources:
Brand Building Tactics Reach New Heights (IDeas BIG)
Cause Branding vs Cause Marketing (IDeas BIG)