One of the most potent ways to achieve success in marketing long term is to create a brand story.
One of the most potent ways to achieve success in marketing long term is to create a brand story. There is tremendous power in storytelling, communicating a narrative that forms an emotional bond between a customer and a product. A good brand story not only shapes a perspective and catches people’s attention but also tells in essence why people should care. This fondness and devotion for a product or a brand derive from the values that the story conveys. Whatever the asserted brand values might be of community, commitment, or quality, they are infused into the brand story in order to emote a feeling. Feeling, being the keyword, is what is sold and precisely what crafts an effective story. Nowadays, more and more channels are being made available to companies to pursue storytelling, whether it’s podcasts, documentaries, books, etc. Brand stories can be shared through video, photography, or audio even. So, the decision is up to each company as to which method and strategy they believe will best showcase their brand story. So, what constitutes a great brand story? Well, elements that quite similarly are found in movies such as characters, conflicts, and climaxes. A combination of facts including the who, what, when, where, and why constitutes a convincing human storyline. In contrast to fictional films though, in the case of brand stories, founders and customers become characters instead of Hollywood actors, conflicts arise because of a void in the marketplace for a certain type of service or a product, and finally the story reaches its pinnacle when a solution comes to the marketplace to be launched. These general guidelines for formulating stories, if incorporated thoroughly, captivate customers and expand businesses. They can also offer a clear point of differentiation for products in a market that’s flooded with goods of same functionalities. Developing distinct expectations that set a brand apart from others and distinguishing which features are unique can be easily established through branding. At the core of these stories, there’s usually a founding vision explained through recounting of a personal journey and experiences. And more or less, the vision is used to impart value on a product and in order to compel a buyer to choose one product over another for its superiority. The ultimate goal of brand stories is to impact consumer choice, meaning invoking a feeling in customers that becomes a catalyst for a purchase of a service or a product.
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