They’ve also learned not to talk at consumers. Instead, they are trying something new. They are bringing consumers along on their journey through the art of telling a story.
Finding ways to ‘entertain’
Remember the last time you were entertained by a brand? TV advertisements, such as SuperBowl commercials, may come to mind. However, many businesses are finding other ways to engage an audience. Building their customers’ experience, learning their customer segments, and talking less and listening more have become top priorities.
Businesses are providing consumers with more educational information and promoting this content on different platforms from email to social media. They are using stories as a way to help consumers escape their daily lives and enter their world.
The environment businesses create draws an appealing picture of their firm, and they are infusing emotional hooks into their narratives. The narratives are consistent and visually appealing in order to create a connection. Several examples can be found in a recent survey by Aesop, a UK brand storytelling agency. They include Apple, Coca-Cola, McDonald’s, Heinz and IKEA.
Developing the story
Writing brand stories and presenting them as online content is something a few people are trained to do, points out Susan Gunelius in the Forbes article, “5 Secrets to Use Storytelling for Brand Marketing Success.” The teller of a story must understand the elements of a story. Many people make the assumption that a story only needs a beginning, middle and an end; however, good stories establish the setting, characters, conflict and resolution.
Well-told stories have the ability to build a following, especially when they give the audience some type of value, such as actionable items. Many businesses utilize different storytelling techniques. For instance, The Guardian describes in its article, “Three steps to better storytelling for brands,” using myths to forge a shared identity that describes what people value, what they don’t and what they want for the future; and, casting the target audience as heroes by providing information that uplifts them.
Another method involves drawing attention to a social problem or issue. A business will align their mission with a cause that relates to their values.
Businesses have the opportunity to tell their story multiple ways and on many different platforms to give consumers numerous chances to interact with them on and offline.
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