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Storytelling is a communication method or technique that consists of capturing the attention of your audience through a story. Knowing this term we can deduce that it is the experience that a brand provides to its consumers, and its objective is to create bonds that last over time, reach people and generate a brand memory. It is important to rely on the narrative to spin a whole story that connects emotionally with the audience you want to address, make them feel identified and convey your values, is a guarantee of success.
This communication technique has many advantages in terms of brand positioning. Keep these 4!
It helps you capture the attention of your audience.
It's getting harder and harder to engage the user and get them to pay attention to you That little voice in your head that says: "I don't want to waste any more time advertising" can turn into: "So what's the point?", or "Maybe I'm interested" if you're using a story to get their attention.
Knowing who is behind the brand, how the idea came about, sharing the day-to-day life of its employees, allows the audience to participate in the interaction.
Storytelling allows you to create a connection with your audience that would otherwise be very difficult to create. This is done by offering them a real story that others can use to reflect the same values as you.
This is another great benefit of storytelling that is closely related to the point mentioned above. It is not easy to build a long-term relationship with a customer, and even less so nowadays, when there is a price war in all industries and sectors. But there are many other factors that will make someone decide to buy your product: you provide excellent customer service, you work with local producers, you sell environmentally friendly products. Your difference is the one you have to explore in storytelling, and when you have it, you have to take advantage of it by telling stories that will generate solid relationships with your audience.
Memory makes it easier. Think about it with an example. You probably can't remember how many customers a company has just by saying a number. After a while, or even a few minutes, that memory disappears.
Well, when an entire company has 1,000 customers and the company starts talking about it, the figure will definitely stay with you.
It is much easier for our brain to remember something associated with emotion than numbers or raw data that we cannot connect to any experience. Hence the importance of storytelling.
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