Why it’s essential to embrace brand storytelling in 2023

This year more brands will be focusing on mission and value-based storytelling to tug at their customers’ heartstrings and build trust. Consumers want brands that are true and accountable to their values and mission.

Your brand story is a narrative that explains the reasons for your brand’s existence. It gives your customers a behind-the scenes insight into your company, defining who you are, where you’re coming from, what you do, why you do it, what you care about, and your impact on society.

In essence it humanises your organisation, gives it personality, and helps create an emotional connection with your customers.

Life has changed, and today customers don’t buy your products and services simply because of functions, features, and benefits. They want to identify with your brand and feel that you have shared values. Brand storytelling engages your customers on a deeper level and creates a connection by showing what you care for.

The Human Touch.

Today’s consumers want to interact with people who understand their wants, needs, preferences, and concerns. They want someone they can trust and build relationships with.

Telling your brand story allows you to show the human side of your brand. It gives customers a behind-the-scenes look at the people behind the company and their goals, dreams, aspirations, and vulnerabilities. This insight is what creates a connection between customers and brands—it takes your brand from a faceless entity and presents it as a group of people trying to make a difference.

Build a community.

To build a community around your brand you must put your products aside and pay more attention to your brand story. Focus on your story and how it adds value to your consumers. Create engagement and loyalty and you will see your community grow.

Stories sell better.

People buy based on emotions and then use logic to justify their decision. As an example, someone might buy a really expensive car as it elevates their status, when there are better and more affordable alternatives. However, they might rationalise their decision by saying the more expensive car runs better and is more reliable. In essence if people don’t buy based on logic you are unlikely to convince them to purchase your products by focusing on features. Therefore, by telling a story you can evoke emotion.  By focusing on brand storytelling, you can easily increase your sales and boost your cash flow.

So, what are the important elements to brand storytelling that you need to incorporate?  

Be Authentic

Don’t try to be something you’re not!  Your audience will quickly see through you, and it will only end up hurting your brand

Understand

Before developing your brand story, you must consider your customers. What do they care about? What do they value most? Answering these questions allows you to create a brand story that resonates with them and, more importantly, creates an emotional connection.

Hero’s

Make sure that your customers are central to your narrative. It’s essential that you show them that you have their needs and desires at heart and in doing so you will create brand loyalty.     

If you'd like to increase your brand's content through compelling storytelling get in touch!