In an ever-competitive landscape, brand storytelling helps companies of all kinds stand out from the crowd. Stories connect people in a way that’s deeply human and instinctual. In my experience, however, not all consultancies feel confident about the stories they tell through their marketing – or, indeed, what their brand story even is.
Storytelling gives your marketing a beating heart; it humanises your brand, helps you communicate your message in a way that people understand and, most importantly, it stirs emotion and makes people CARE.
Plus, when you boil it down, it’s not all that difficult. All you need is a clear vision and a strong marketing plan to help you share your story with a waiting audience.
To show you what we mean (and provide a hearty dose of inspiration), here are three examples of how some of the world’s biggest brands have utilised storytelling in their marketing to great success.
1. Read: Eight Ways to Improve Your Brand Storytelling – READ NOW
Whether you want to inspire trust or build authority, the story your consultancy tells has a direct impact on how clients think and feel about your brand. The way you communicate your story is critical to your success, so it’s definitely a skill worth investing in!
If you fancy taking some inspiration from some cutting-edge business leaders, Rolling Stone shares some tips on storytelling from its Culture Council, which should help pin down your brand messaging.
2. Read: Brand Storytelling in Action – READ NOW
If you’re going to tell a good story, you need to make sure you’re aiming it at the right audience. But more than a fifth of marketers struggle with this, as they feel they lack access to the audience insights they need.
So how can this barrier be overcome exactly?
In this episode of The Drum TV, Costanza Rossi, Creative Director and Head of Art at Grey, looks at the positive effect that storytelling can have on the performance of campaigns, and refers to a pretty inspirational case study from Coca-Cola on connecting content-to-commerce.
3. Read: How Barbie Found New Life Through Brand Storytelling – READ NOW
Whether you were team Barbie or Oppenheimer this summer, it’s hard to ignore the marketing success of this once-humble Mattel toy.
While there are a fair few articles about the marketing talents of the Barbie team, none of them zero in on the endless power of their brand storytelling. But this insightful article from Forbes does just that.
Chatting with Robbie Brenner, executive producer of Mattel Films, Forbes lifts the lid on what exactly makes a compelling story, and why you need a narrative that resonates with your target audience.
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