The Importance of Brand Storytelling.

Every strong brand has a good story to tell.

Regardless if it’s a small brand just starting out or an FMCG brand. Everyone loves a good story/anecdote they can relate to, either to reach their hearts or stimulate their minds.

Prime example – Look at TED. Whenever a public speaker has to conduct a powerful message or an idea to the auditorium, he or she will first engage with the audience by forthtelling a personal story to lead up to the revelation (big idea). The reason why a large majority will either support a brand or loathe a brand is down to how they connect with an audience on an emotional level – done by storytelling.

In the book ‘Talk Like Ted‘, Carmine Gallo reveals, ‘Brain scans reveal that stories stimulate and engage the human brain, helping the speaker connect with the audience and making it more likely that the audience will agree with the speaker’s point of view.’ – (Gallo, 2014, p44).

Think about it. When you have a brand that you’re passionate about, you tend to want to find out more, on the basis of how and why they came about. Usually, this is done using a strong narrative, creating brand authenticity, making us the consumers, fall in love and support/route whatever vision they are trying to create; stories are a powerful tool in marketing and advertising, which is why they rely on connecting with us emotionally if not cognitively.

Storytelling can differentiate you from your competition 

“A brand’s narrative can set a company apart in a competitive sector,” says Adnams marketing director Emma Hibbert.

When a story is good, people will want to consume that product in efforts to encapsulate the morals or ethics of the brands, which the brand was founded on by the story. Storytelling sells and resonates with people all over the globe. It provides a community.

Case example: Nike 

Nike’s brand narrative, which can be found in their mission statement, is “To bring inspiration and innovation to every athlete in the world.”  Co-founder, Bill Bowerman once said, “If you have a body, you are an athlete.” You can start to see the brand’s narrative develop.

The use of Bowerman stating that ‘if you have a body, you are an athlete’ creates a universal appeal to all human beings, regardless of proximity, height, weight, class etc. It motivates and resonates with people.

It’s a story that there is no specific build to be an athlete, it just takes self-motivation. You are your own story and athlete. The story can be manipulated to how you see fit. Nike is just the starting point, enabler/ a push that already saw your capability.  Nike is your lifelong coach – Just do it. Don’t make excuses, don’t talk yourself out of it. Seize the moment and pursue your passion. It just takes one step.

Nike sees that there are endless possibilities and so much potential, so inspires generations after generations that they need to push beyond their own barriers and capture the opportunities ahead of them – universal storytelling. 

“Arguably the best tagline of the 20th century… cut across age and class barriers, linked Nike with success – and made consumers believe they could be successful too just by wearing its products.”

Nike: Life isn’t about finding your limits. It’s about realising you have none.

Begin your story here. – JACKPOT STORYTELLING!

The best stories tap into people’s emotions because someone genuinely connects to what a brand stands for or where it has come from. The marketers who can paint the pictures and create such personal relationships are well on the way to establishing long-term brand loyalty.


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