Now more than ever, marketers must be strategic and agile to keep up with the changes in consumer behavior. Whether you are selling a product or a service, having a strategic marketing plan is crucial for any campaign to be successful. At the core of this mission is the ability to accurately portray the story behind your brand and what it means to your customers. This is where brand storytelling comes in. In this environment, businesses can no longer afford to hide behind their logo but instead must connect with their audiences on a deeper level. At Viamark Advertising, an advertising agency in NC, building a better brand story means diving into audience insights to better understand your customers. Leveraging these insights are the first step in cultivating the story behind your business and creating opportunity for your brand.

What is Brand Storytelling?

Brand storytelling is the cohesive narrative that weaves together the facts and emotions that your brand evokes. When we think about what it means to have a strong brand, our thoughts are usually tied to an intuitive feeling. This means that marketers can take these attributes and create a perception that will strengthen the customer’s feelings towards a company or brand. In addition to giving your customers reasons why they should buy a product or service, businesses need to start sharing the story behind their brand, why it exists, and why this matters, consistently across all communication efforts.

Building Your Story

 With the idea of a brand comes the concept of brand storytelling, a brand would have almost no impact without a solid foundation of story behind it. The best way to connect with someone is through storytelling, because these stories make things like solutions and applications feel more accessible to the audience. A great story can have a massive impact on the success of a business. It can help you stand out, grab attention, create trust, inspire your audience and pull people closer to the brand. Wrap your message into a story that transports people, simplifies information, and provokes an emotional response. Use narrative to share your brand’s history, hardships, successes, and values.  No other brand can copy your story. 

Ask yourself:

  1. What do you want to be remembered for?
  2. What is the message you want to transmit to your audience, and what do you never want them to forget?
  3. What is the emotion you want to evoke in your audience every time they interact with your brand?

Quality Data For Brand Storytelling

From here the next step for brands is to drive emotions within customers and understand the specific desires and needs that they have. This can be done by analyzing demographics, geographic location, and even psychographics, to better align with the process a customer will go through when deciding to make a purchase or sign-up. While there are several ways this information can be collected, the most effective method is exploring real-time data on your customers to reaffirm or gain additional insights into the audience engaging with the brand.  Data available through Viamark Advertising, advertising agency NC, enables advertisers to interpret real-time data to help achieve their brand storytelling objectives. Tools such as Google Analytics or Facebook Audience Insights  can be used when gaining a proper look into your audience. Determining who engaged with your advertising or organic posts, visited a landing page, or even converted allows for insight on what works about the campaign and who it is properly resonating with. Through proper analysis of data, you can find what is unique about your audience and from there refine the storytelling behind your brand. 

Viamark Advertising, Premier Advertising Agency NC

At the core of brand storytelling, is a method for building human connections with your audience. To prospects and customers, it makes big ideas and feelings more human-sized. At Viamark Advertising, advertising agency NC, brand storytelling is our basis for our marketing strategy.  Running a successful campaign goes much deeper than being seen, it means gaining understanding of your audience and how they feel about your brand. While storytelling opens up opportunity for a brand, data is truly what drives it forward.