The best writers, speakers, trainers, leaders, teachers know how to tell stories.

A brand that stands out is easier for the public to remember, easier to access on a mental level, compared to others in the same category. Thus, over time, he manages to create a connection with potential buyers, which directly contributes to occupying a relevant position in the market.

A brand that stands out can quickly become a strong brand.

TED – the global community whose mission is to spread ideas designed to change attitudes, lives and, ultimately, the world, is one of the best examples of how people create engagement with the help of simple storytelling, accessing the imagination of the public.

The most accessible tool that brands have to become strong is the word. More words create a story. The story is the one that manages to captivate a child, an adult, a user, a buyer in the easiest and most sincere way, because it has the ability to increase the intensity of a positive emotion.

Story

To build your brand story, you need to answer 2 questions:

1. What is the purpose for which your brand exists?

A great example of a storyteller who can easily answer this question is non-profit (non-governmental) organizations. In NGOs we choose to invest our money and time, without receiving a specific product or service in return.

If brands approached the communication process from the perspective of an NGO, that of helping the consumer first, and selling secondly, they would be more successful.

2. How does your brand differ from others?

The importance of a brand’s offering has decreased over time. In a constantly growing market, competition is commensurate, and the aspect that makes the difference refers to the way a brand offers. Why does he choose to do what he does, what is the why we do what we do? behind which motivation lies and which should be the starting point in the creation of any brand.

Tool

To turn a story into an effective tool for your brand, it must be told in a transparent and authentic way. It must have that core belief (the moral of the story) and help the target audience reach the desired happy ending.

The stronger the moral of the story, has a significant impact, and conveys more, the stronger the relationship between the brand and consumers will be. However, the moral of the story cannot be the same for all audiences. Brands need to intuit this and create different approaches if they want to identify with as many individuals as possible.

If a large part of consumers manage to ignore your brand, they certainly can’t do the same with its story.

Advertising. Storytelling. Commitment

Every brand tries to create a connection with the audience it addresses, but this goal is not always achieved as expected. What most of them manage to do is “interrupt” the user, when he spends time on social networks, for example. Why interrupt it? To communicate to him who he is, why he is the best, why he is better than the rest and what he needs to do, as a potential consumer.

Over 75% of emails received from companies are not opened and over 99% of banners end up being ignored. One of the main objectives of advertising is to attract the attention of the audience in the long term, and the second is aimed at creating engagement.

In advertising, the story is not an entertainment tool, but is the foundation for changing a decision, attitude or behavior. That’s why brands need to invest time building relationships with which they can integrate the target audience into the brand story.

Storytelling is the key element that changes the perspective from which you look at advertising, which makes the process through which you communicate have a significant and relevant impact for your brand. Properly integrating storytelling into branding helps you identify the factors that drive consumers to take action. It facilitates communication between them and the brand with the help of emotion, and they will react accordingly.

The evolution of a brand involves all these elements, based on two fundamental concepts: creating a story and how to convey the narrative. They aim to establish a long-term connection with the target groups, based on an understanding of the importance of developing the relationship with the consumer and transforming him into a customer.