The Attractive Side of Brand Storytelling
What is so good about this technology? First of all, it attracts the attention of the audience (potential consumers) not by imposing a product, but by a "casual" story about your goals, and in general the reasons for your existence. At the same time, the importance of the product not only does not fall, but also confidently grows.
About 10 years ago, an interesting experiment was conducted, which became a clear example for all marketing lecturers. It was called Significant Objects. Its essence was that for selling goods on the eBay platform, not the usual techniques had to be used, but completely new ones, based on storytelling technology. A hundred specialists (journalists and writers) were involved in their implementation. As vietnam whatsapp number a result, the experiment showed that the total cost of goods increased 20 times! Isn't that a success?
In the era of fierce competition, all companies are as alike as twins. And for the consumer, it makes no difference who to buy a product or service from. Creating and broadcasting a clear positioning (mission, brand essence, key promises) allows you to stand out. A person no longer buys a product. He buys feelings.
Audience attention is not the only “perk” of storytelling. It is an effective tool that helps strengthen the HR brand, which also affects its attractiveness to potential employees. As a survey conducted by LinkedIn shows, a “promoted” HR brand attracts many times more candidates, while significantly less time is spent on recruiting. This also has a positive effect on staff turnover (it decreases by almost a third).
A Beautiful Brand Story: Where to Start?
So, you’ve realized the need for brand storytelling for your business and are ready to start creating content that will captivate your audience. Not so fast. There are 4 stages to this journey (no one promised an easy life, did they?).
Stage One. "Reconnaissance in Force"
This stage, preparatory in nature, lays the foundation for further work. Its main task is to prepare a content base (collect information for subsequent analysis).