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Remember how Archimedes ran out of his bathtub and on to the streets screaming Eureka on discovering the law of buoyancy? You probably do, but do you remember what the law of buoyancy is? Probably not.
The reason you remember these details about Archimedes’ discovery is the fact that it was told as a story. Stories stay with you longer than any fact thrown at you and that’s exactly why they make an excellent marketing tool!
Come to think of it, Archimedes’ story could also have been a marketing tactic, and if you remember Archimedes’ story even today, imagine what your brand story can do to your sales!
To break it down for you, here’s how storytelling can help your brand.
Heard of this snarky saying — light travels faster than sound and that’s why some people appear bright until you hear them speak? As weirdly funny it is, it is absolutely true, not just in case of people but also in case of brands.
Your brand story helps you establish your brand voice and a personality. It gives your brand a sense of authenticity. It tells your audience, who you are and what you intend to do with their attention and money.
A 2015 study published in Harvard Business Review established a direct link between empathy and commercial success. The value of the top 10 companies (Microsoft, Apple and Audi were among them) in the Global Empathy Index 2015 increased more than twice as much as the bottom 10, and generated 50 per cent more earnings.
Remember that just as you like to discuss your problems, even your customers and other stakeholders want someone to listen to theirs. When you address them through their problems, you connect to them. Weave their issues through stories in your communication, and they will be an enabler to your business success.
There’s a reason why you prefer drinking a particular brand of tea every morning. Yes, you like the taste but can you think of any reason why you specifically chose to buy that brand the first time? It’s probably the story they told you through their TVC. A cup of tea in the morning that gets you ready for the day, or the evening cup which recharges and refreshes you.
Stories are all around and brands use them to drive loyalty. They are the first hook to bait you and then the quality of the product does the rest.
With millions of content pieces being churned out and released through various media day in and day out, it is easy for your message to get lost in the information glut. Consumers especially are under an avalanche of information and chances are that your communication may get submerged somewhere. Unless you have a message that sticks! That way, your brand will be able to make its way into the audience’s psyche. This is particularly true for brands as they need to possess a competitive advantage to succeed in the ultra-competitive marketplace. Create a good story around your brand or business and see their perceived value change positively, far exceeding their intrinsic value.
This one is a given, isn’t it? If you use stories to establish your brand voice, connect with your TG, drive brand loyalty and stand out from the crowd, it will drive your business!
If you are still wondering how a good story can help you reach out to a broader audience, just give us a call. Trust us with your unfinished story, and we will provide you with a memorable ending.
We’ve been in the business of creating corporate websites for nearly two decades. Our new clients always ask us about our process or approach. So we thought of putting down some pointers.
We’ve been in the business of creating corporate websites for nearly two decades. Our new clients always ask us about our process or approach. So we thought of putting down some pointers.
