Storytelling In Marketing - A Way To Build Your Brand


Storytelling Coca-Cola & Apple

Have you ever heard about the stories of Coca Cola or Apple?

Coca-Cola is a specific example of success with storytelling. The most famous story of Coca-Cola is its origin and the secret formula. The message “no one knows the formula except two executives, and each of them only knows half of it” had created the unique and original characteristic for the brand. When Coca-Cola expand their market, in each country they had a different way of storytelling to match the cultural and connect with the audiences to make sure every story is compelling and share-worthy. The CCO of Coca-Cola said in an interview: “ At Coca-Cola, we want to create Coca-Cola stories and not stories by Coca-Cola”.

Storytelling which would become virtually non-existent during Apple’s dark age would again become an integral part of Apple’s marketing strategy when Steve Jobs returned to the company. In each campaign, Apple has a different message such as the “1984” – “You will see why 1984 won’t be “1984” or “Share Your Gift” with a visually wonderful feel-good ode to creativity and connecting with others. But both of them still emphasized the story of the creative and different – the brand positioning of Apple.

Each brand has its own stories to positioning consumers’ mind about their brand or their products. Storytelling can be used for a campaign or a project to send messages to the target customer

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Why brand storytelling is the future of marketing?

Today, the Internet constantly rewards us with convenience and instant gratification, making the human touch increasingly more scarce and convened different information was performed in different ways.

An interesting and meaning storytelling will attract consumers and make them more memorable. An attractive story needs to connect with the audience’s emotions, pull at their heartstrings and engage with them on a much deeper level than seen before. In addition to giving your customer some reasons why they should buy a product or service, businesses need to share the story behind the brand like how it was created, the way it came to the customer, why this matter, etc.

Brand storytelling no longer a nice to have, it a necessity to have if you want your brand get high at profit and also visibility and impact on the market. It will be a compass for your long-term marketing strategy and it will follow your brand for more than five years, ten years or even more.

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How storytelling can position the brand?

On the other hand, storytelling is one way you position your brand into your customer’s minds. According to Philip Kotler, brand positioning is the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market. It means that marketers need to differentiate a brand from its competitors so that customers can instantly recognize it.

Brand positioning is not only to make the audience know the difference between your brand and your competitors, but it also needs them to perceive in a specific way. Storytelling will make that objective achieved.

Before embarking on building up a brand story, it’s crucial to make a brand positioning statement. But it is not a slogan or tagline, it’s only for internal use. It should be a direct and concise declaration that summarizes the unique value of the brand in comparison to the competition.

A brand story needs to have the narrative, plot and characters to trigger an emotional response from the audience and make it clear on their mind. The first thing, marketers need to decide which emotion the story intends to trigger such as joy, worry, anxiety, jealousy or anger and how the brand solve those problems. In a brand story, it could be targeted a complex set of emotions instead of just one or two. The second thing is how the story will be told. It can be started with unimaginative situations or daily life situations. However, in any situation, the way the story came to the audience's mind must be attractive and meaningful enough to make it keep in their mind for a long time.

Although story’s idea is the key, it needs to be combined with audiovisual content like music, video, imagery, animation, 3D graphics or photographs to delivery your brand story to target audience faster in a competitive market that people are full of information.

By many ways, in a world where technology is growing day by day, there will be many stories will be told in more type of audiovisual content and a more attractive way.