Once upon a time there was a king….
There might be hardly a few souls who might not have heard this story among others. Stories are an inevitable part of our lives in whatever format and length they are present. Stories help us not just to be engaged and entertained but if rightly used, to connect.
Tata Salt talks about Desk ka namak (translation: nation’s salt) to Coco-Cola which talks about Open Happiness. Today every brand is trying to tell a story and we audience love to listen to them. What happens next is, a connection is formed slowly, over a period of time without being conscious about it. Next time we go to buy cola or salt then Coco-Cola or Tata Salt comes to our mind. Without thinking a lot, we might be tempted to purchase it at least once, even if we are happy with what we are using. This is because a lot of the decisions we make happens subconsciously and not with logic and rationale.
That is why stories are very important not just for a child but also for the audience of your brand. Does your brand tell a story?
Telling a story is not just penning something down which is interesting. It goes beyond that; the stories should represent your brand.
You have to understand what your brand represents
What is the larger picture of your brand? Telling a story without understanding where your brand is positioned might be fatal in the long run. The audience is no fool even if they run by emotions. The subconscious minds not just listen to your story but also tries to bring the pieces of the puzzle together. If Coco-Cola would present itself as the nation’s drink, the subconscious mind will not accept it as it is a brand that is not limited by boundaries. For most countries where this story will be presented it will fail, the mind will not accept it to be fooled by a story that holds no merit.
Gain a deeper understanding of your audience
In order to strike the right emotions, you have to understand the need of your audience, their pain points, problems they are facing and your story should address them through your content. When your story related to your audience, it will connect with them on an emotional level and grab their attention. This will help in providing a higher recall rate.
You brand need to be human
Once you know what your brand stands for and have an understanding of your audience, you should try to be human when sharing your story with your audience. Your audience wants to be felt and understood. When building your story, it should not just be about how your product is trying to solve a problem through its features. It should be more on how your brand is empathizing with the emotions and feelings of your audience. When your brand tries to be one with your audience, they will see that you are there to help them on their journey. This will help build trust and forge a relationship.
Stories will always be a part of our lives; the sooner businesses understand this the better it is for their content strategy. The world does not just run on logic and rationale, emotions rules over them. When your brand has a story in their content strategy, it is poised to empathize with your audience. This will build trust and a relationship that will remain for a long time if you can maintain it. Stories can only get you in the door but what your brand delivers determines how long will they be together.