|Do your marketing campaigns tell a story?
What is it that distinguishes one brand from another? The quality of service it offers? The logo? Maybe, but in many cases it is marketing that defines brand perception among their existing and prospective customers. Therefore, you need to make a concerted effort to ensure your marketing is distinctive and consistently shows your best side. Many organisations aim to do this by creating a narrative, using storytelling techniques to convey their values, ethos and overall purpose. It’s this that can make a brand proposition stand out for all the right reasons and make it both compelling and meaningful.
That’s particularly true at this time of year, as the festive season sees everyone from department stores to banks trying to tug our heartstrings. But the storytelling approach can work well at any time, with research by Kantar Millward Brown showing that ads with a story elicit more of an emotional response than those without. However, simply telling a story isn’t enough. It has to be done well, with a strong narrative that genuinely reflects what you’re all about. So what kind of story would show the traits you want to put across? Kantar Millward Brown breaks it down into 4 categories…
As we say, a brand storytelling strategy can only work if it is genuinely compelling and fits with its existing ethos. Otherwise, a product or service can appear irrelevant in its own marketing campaign and fail to connect with the target audience.
But if you get it right, you can push a strong and consistent narrative across multiple platforms that defines how your brand appears in people’s eyes.
Sources / Further Reading