Brand Marketing Through Storytelling
Storytelling is a hot advertising trend right now. It’s not new. Advertising gurus used brand storytelling for many years until our attention spans got shorter. Attention spans are still short, so it is more important than ever to hook the reader quickly with a good story that is preceded by an outstanding headline.
FINDING A CONNECTION WITH YOUR BRAND
People want to connect with the brand, to find something in common. Storytelling is an effective means of creating the connection.
POINT OF VIEW
My brand is marketing through writing, which is generally known as copywriting. I also write novels, children’s books, and anything else that suits my fancy. These works are usually written from a character’s point of view. This blog, for example, is written from my point of view. In advertising, your brand’s point of view should resonate with your target audience to persuade them to buy your product or service.
“ADVERTISING ISN’T STORYTELLING.” WHAT??
As I’m writing this post, an article from adweek.com written by Mac Schwerin has popped up in my email. The article is titled, “Advertising Isn’t Storytelling.” Here I am telling you advertising is, in fact, storytelling. However, as Schwerin points out, in our age of global advertising the same story may not resonate globally. I completely agree. Do your research. Tweak your story so that it resonates with your targeted geographic area.
Further in the article, it seems Schwerin is talking about play as in making the ad a game. I’m not discounting that concept. However, he concludes, “Story remains a powerful lens for viewing anything at all.”
David Ogilvy, considered by many to have set the standard for modern advertising, believed in the power of the story. However, the art requires form. Tell the story as if you are telling it to a friend. The story must be the truth. The storyteller must make the trust fascinating (paraphrased from Ogilvy, 2013).
Storytelling is vital in separating your brand from the competition and could be the difference between success and failure.
A few rules apply:
- Research your targeted audience/geographic region.
- Keep it simple. This is not the time to try to impress with your literary prose.
- Make the story meaningful to your target audience.
- Use a conversational tone.
- Tell the story from the brand’s point of view that lets the reader know the brand will satisfy a need or want.
- Always tell the truth, but make the truth fascinating.
END OF STORY
Resource used for David Ogilvy content:
Ogilvy, D. (2013). Confessions of an Advertising Man. Harpenden, England: Southbank Publishing.