Brand Strategy: The Golden Opportunity of Brand Storytelling

0
Photo by Ono Kosuki

Story by Nurudeen Salako


Brand storytelling is using a narrative to connect your brand to customers, with focus on linking what you stand for to the values you share with your customers. Telling real life story is the best story you can tell with an emotional and powerful approach for brands who want a deeper emotional connection with their customers.


The marketplace is more crowded than ever – and competing for attention is more difficult than it was even a decade ago. Combine that with a buyer’s journey where the customer is in control of the path to purchase; buying is now social, self-directed, trust-based and transparent.

People are tired of solicit and unsolicited ads but seeing themselves in a brand storytelling is the beating heart of experiential marketing with the end goal of effectively weaving company’s brand into the story of its audience as the route to their objectives.

YOU CAN ALSO READ: How Interior Design Industry Has Continued To Empower Nigerian Youths 

The best way to reach a customer who’s deciding what and when she’ll buy is to stop pushing your products so hard and focus more on why your business exists at all. When you tell this story and explain your values you’ll engage the customers who share your values.

Brand Storytelling: What is Your Story?

Brand storytelling is using a narrative to connect your brand to customers, with focus on linking what you stand for to the values you share with your customers. Telling real life story is the best story you can tell with an emotional and powerful approach for brands who want a deeper emotional connection with their customers.

Ideally, you can encapsulate what you stand for in just two or three words. Nike stands for athletic excellence; Disney stands for family happiness. Values are the character traits of your company that define it. A lot of companies randomly say their values are words like integrity, innovation, etc.

When you find the people who share your values, there’s a much better chance they’ll stay loyal to you (though we know that even brand loyalty has changed). Your story then becomes your company strategy, which propels your brand forward. It’s an idea well-known venture capitalist Ben Horowitz introduced.

According to a Ben, you can have a great product, but a compelling story puts the company in motion. If you don’t have a great story it’s hard to get people motivated to join you, to work on the product, and to get people to invest in your product.’’

The element of storytelling of your brand focuses more on your customer as the main character while your brand is the guide.

By what you stand for, the essence of your brand. It not the product you sell and not to make money. It’s the driving force behind your business and it differentiates you from the competition – it why you exist.

Figuring out why your company exists, and the telling that story to your prospective customers through marketing messages from social media posts, to your blog, to advertisement and videos, is the goal of brand storytelling.

Today’s consumers aren’t just passively buying from brands. They view their purchases as extensions of their identity and values. What this means for marketers is that effective marketing can’t just be about promoting a product for its sole use or benefits anymore.

Successful marketing needs to be able to create a purpose, a community and a culture that consumers can share and be a part of.

What is brand storytelling?

YOU CAN ALSO READ: Sami Bahous Appoints as UNWomen’s Executive Director

Brand storytelling present your brand purpose to customers and bringing them content that helps them stay connected and giving them a sense of being part of the company that cares about its people and the community that they serve.

Do you want us to share your enterprise and brand stories to the world on our platform for effective business leads and returns?

Kindly call this number, +2348063450905 or send an email to news@enterpriseceo.ng.

We will be glad to tell your impact stories.

Follow enterpriseceo.ng on Twitter and Facebook to join the conversation.