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Does Your Brand Strategy Tell a Story?

I could tell you that sandwiches are one of the most popular food items in the western world.

Or I could tell you that way back in 1748, there was a British politician known as the Earl of Sandwich. The Earl loved to snack while playing cards, but he struggled to find a way to do both simultaneously.

One day, he solved the problem by placing roast beef between two slices of bread. Thus, the modern-day “sandwich” was born.

Which piece of trivia are you most likely to remember? The story of the Earl of Sandwich, of course.

In fact, science has proven that our brains are wired to seek out and remember stories.

What does this have to do with brand awareness strategy? Read on to learn why storytelling is so important and how you can incorporate it into your brand.

Why Storytelling Matters

There’s an Indian proverb that goes something like this:

“Tell me a fact, and I’ll learn it. Tell me a truth, and I’ll believe it. But tell me a story, and it will forever reside in my heart.”

These words were recorded long before the internet or brand awareness strategy existed. Yet, they’re just as true in our modern day.

Consider a few key differences between stories and dry data:

  • Stories engage the mind more than numbers or data.
  • Stories stimulate biological and emotional responses.
  • Our minds are hard-wired to crave and understand stories.
  • Stories satisfy our unconscious need for relationships.
  • Storytelling allows us to transfer personal experiences.

Think about it. Why do your eyes glaze over when you stare at a boring PowerPoint presentation? Why do your ears perk up when someone relates an exciting story?

It’s because stories activate an entirely different part of our brains. Stories tug at our emotions and impel us to act. Stories have the ability to transcend culture, language, and time.

Storytelling vs. Data

Still not convinced of the power of storytelling? Let’s take a real-world example.

Which of the following statements packs a more powerful punch?

  • Talking on the phone while driving results in 1.1 million car crashes every year.
  • My son was killed on his way to school because he was talking on his cell phone while driving.

See the difference? The first statement is nothing more than a dry piece of data.

The second statement immediately evokes an emotional response. It makes you sit up and pay closer attention.

That’s exactly why you need to include storytelling in your brand awareness strategy. You want your audience to sit up and take notice of you.

The most successful companies tell compelling stories that reinforce and promote their brand. They create intrigue and interest through their brand’s story.

The more entertaining and memorable your brand’s story, the more likely people are to remember it.

How can you use storytelling to improve your brand awareness strategy? Here are five steps to successful marketing.

5 Steps to Better Brand Awareness

1. Develop Your Story

Your first step is to clearly identify your brand. What type of message do you hope to convey to your customers?

The most basic and obvious form of storytelling is about how your brand began and what it represents. What values does your brand possess that sets it apart from the competition?

However you decide to angle your story, make sure there’s a “human” element. Your story needs to be relatable if you want your audience to feel connected to it.

2. Research Your Audience

One of the biggest mistakes in brand awareness strategy is failing to define your audience.

If you don’t know your customers inside and out, how can you possibly market your product to them?

Take the time to identify and research your target market.

  • How old are they?
  • Where do they live and work?
  • What’s their average day like?
  • What are their hopes, dreams, fears, and frustrations?

Once you understand your audience, you can create a compelling story that will appeal to their needs and values.

3. Know Your Competition

A sure way to get ahead of your competition is to study their strengths and weaknesses.

Analyze their logo, website, and social media presence. What kind of story are they creating for their brand? Is it working?

If any of your competitors have experienced huge success (or huge failures), learn from it. Improve on things they’re doing right. Avoid strategies that clearly aren’t working.

Of course, you also don’t want to copy your competitors’ style or content. Your brand’s story should be completely unique, original, and true to your values.

4. Understand Basic Storytelling

You don’t have to be a novelist, but it doesn’t hurt to learn the basics of successful storytelling.

Your brand awareness strategy should include a story with the following:

  • A beginning, middle, and end
  • Relatable character(s) and setting
  • The problem and/or conflicts facing your character(s)
  • How your product or service resolves the problem
  • How your character’s life has improved as a result

Use these basic elements to create an exciting, engaging story for your audience. Leave them wanting more so they’ll return to your website and social media pages.

They should always be left wondering, “What happens next?”

5. Use Relatable Characters

The final aspect of your brand awareness strategy is to create relatable characters.

Your audience should feel an instant rapport with the characters in your brand’s story. They should easily be able to relate to the characters’ struggle.

By forging that emotional connection, you’ll keep your audience coming back to your brand again and again.

One company that successfully used relatable characters was Dove’s “Real Beauty” campaign. Rather than splashing flawless supermodels across their ads, they photographed real women of all shapes and sizes.

It went on to become one of modern marketing’s biggest success stories. Why? Because every woman could relate, no matter what she looked like.

Final Thoughts on Brand Awareness Strategy

By using the strategies outlined above, you can successfully create a story for your brand.

At Borns Group, we help business owners like you develop the best marketing strategies for your company.

If you have any questions or would like a free quote, please contact us today.

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