How To Increase Brand Engagement Through Powerful Storytelling?
Team Branex
On average, only 4% of people remember the facts and figures you present at a sales meeting or when pitching an idea to an investor. PowerPoint presentations drone on and on, eliciting nothing but a chorus of yawns and sleepy nods. So, the question remains, what makes a brand resonate with the audience and impinge on their memory for a long time?
For this, you need to take a trip down memory lane, back to your childhood days. Apart from all the mischief you must have caused, there always came that time at night when you were all excited about the bedtime story you were going to be entertained with before sweet slumber claimed you. You might not remember every detail of your infancy, but I am sure, like me, you remember all the stories that you were told. Why? Because stories are what add meaning to our otherwise monotonous lives.
Here is a not-so-common brand story that created tons of hype and touched people to the core, making them buy from Warby Parker:
Brands find it difficult to understand that it is not fabrications and dull crunch numbers that steal the show. It is a compelling brand story that helps fortify your message and makes your business come across as relatable. If you can put out a story that relates to a solution that people are looking for, or a story that will touch them profoundly, people are sure to see the human side of your business.
Gone are the days when people used to get away with cheap marketing tactics. Now is the era of storytelling.
First, you need to understand the needs of your audience. Next, you need to create a story that capitalizes on one motion to fashion a once-in-a-lifetime experience for the customer. Sure, it might be difficult at first to create an experience, but once you come up with a coaxing story, people will automatically feel the pull.
Your story will build the foundation of trust, but only a customer’s personal experience will cement that trust into something that lasts for a lifetime.
“We are much better storytellers than we are logicians.” ~Daniel Kahneman
Brands find it difficult to understand that it is not fabrications and dull crunch numbers that steal the show. It is a compelling brand story that helps fortify your message and makes your business come across as relatable. If you can put out a story that relates to a solution that people are looking for, or a story that will touch them profoundly, people are sure to see the human side of your business.
Gone are the days when people used to get away with cheap marketing tactics. Now is the era of storytelling.
First, you need to understand the needs of your audience. Next, you need to create a story that capitalizes on one motion to fashion a once-in-a-lifetime experience for the customer. Sure, it might be difficult at first to create an experience, but once you come up with a coaxing story, people will automatically feel the pull.
Five Tricks to Create an Impactful Brand Story
1. What is your business objective?
“Would you tell me, please, which way I ought to go from here?" "That depends on a good deal on where you want to get to." "I don't much care where –" "Then it doesn't matter which way you go.” ~Lewis Carroll, Alice in Wonderland This amazing line stemming from Alice in Wonderland speaks a truth that can relate to both life and business. If you are doing something without a clear objective there is no point in doing it at all. In business, you must progress by making timely decisions. And if you don’t have a clear picture of where you are going with the business, it gets difficult to survive. Set a clear objective. What is the need of the customer? With that need in mind, create a story that has a propensity to flare-up emotions. Also Read: Top Agencies Harnessing the Power of Visual Storytelling2. Write it Like a Movie
If there’s one thing I’ve learned in the past few years, it is that if you want people to remember your brand, tell your tale in the form of a movie. Reason? A movie consists of all the gamut of emotions that people go through, from the setup, the conflict, the tension, and the resolution. For instance, you can create a superhero during a conflict, and he meets a guide who helps him with the problem. The hero faces life-threatening problems while he resolves the problem, with the help of your product or solution.3. Read it Aloud
This is quite impactful. While writing the story of your brand, you might miss some important points. But when you read it aloud, your brain frees up space for writing and focuses solely on the thing that is written. And one important thing that you need to keep in mind is that if you write words that you can’t speak, get rid of them.
4. If Your Mom Doesn’t Understand Your Story, Re-write
No matter how geeky your audience gets, if your brand story is not rendered in simple words, you need to redo it. Consider it a major brand victory when your mom gets your story. Even if she hates technology, but doesn’t look utterly befuzzled while listening to your brand story, and even nods incomprehension, you are done.
5. Compact it, as Much as Possible
The plot of a thriller movie travels like a bullet. If the story of your brand is not moving people, it is better to re-write the story. And one important thing is to keep the sentences short. A common man can grasp a 10-word sentence. Anything longer than that will not be registered by the human brain for quick recall. If the story is short, it will be easier for the customer to remember the story.
Your story will build the foundation of trust, but only a customer’s personal experience will cement that trust into something that lasts for a lifetime.
“We are much better storytellers than we are logicians.” ~Daniel Kahneman
Whether you are planning to launch a cyber security business or sell handcrafted jewelry from home. You will need to come up with a viable plan for what your business will do, how you are going to turn it into a lucrative venture, and how it will run. Running a business from your basement doesn’t exactly put you in a spot to acquire a huge team, so you’ll probably be doing the major chunk of work yourself. No matter the plan you conjure up, it should incorporate a long-term growth plan.
Your ultimate ambition should be to reach a point where you can boost your work volume and hire more employees. In addition to a great plan, your products/services should have the propensity to create quite a stir. Unless you can solve a real-life problem better than your competitors, your start-up won’t have much chance of surfacing from the underworld!
For instance, the founders of Bear Naked Granola, Kelly Flatley and Brendan Synnott, took the health industry by storm when they came up with their all-natural scrumptious treat, revolutionizing the way we see granola bars. Broke and fresh out of college, the duo bunked in with their parents, ran on coffee for a gazillion sleepless nights, and worked day in and day out to prepare their granola bars. Their efforts paid off when their brand was acquired by Kellogg for $60 Million.
One of the most proficient strategies to build a viable branding strategy for yourself is to first look at what others are doing within a business niche. Commonly known as competitor analysis, it lets you know the trends others are following or the advancements in technology that are expected to revolutionize your business industry. The more you learn about your pertinent industry, the better equipped you will be to deal with whatever comes your way.
For instance, Alyssa Smith, the owner of Alyssa Smith Jewelry excels in designing handmade jewelry. She kick-started her business a year after graduating with a major in Applied Arts and Marketing. She had next to no knowledge about the jewelry industry. She started working in a jewelry store to research the ins and outs of the industry and drilled herself into all that needed to be learned about the trade.
The horse bust that was initially bought for $6 was sold, after it was compounded with a compelling story, for a whopping $65. Yes, you read that right! That’s around 10 times the original price of the object. And why did people buy it at such an exorbitant price? The story was engaging enough to coax them into making the purchase, despite the high price.
Was this a one-off situation? No. The items that were bought for $200 were sold for $8,000. Insane, right? I don’t know what Bob did with all that money, but what I can tell you is that he taught us a valuable lesson. The power of storytelling and how it is impacting our lives.
All the 
If you peruse through their Instagram feed, you’ll fall head over heels in love with the way they are narrating stories. Every picture and every piece is magical. Their stories will teleport you into a different dimension and you will return to Earth only after you purchase something from them.
When you avail their services, they give you a feeling of heroism. It is just an ordinary agency that is 
A clearly verbalized, compelling mission statement not only attracts clients but also encourages a strong commitment to the team. A clearly put mission statement also keeps the team members glued to the achievement of unified goals over time. When jotting down your mission statement, start with why, then how. For example, why is the company set up? Why is your company better suited to fulfill the needs of your clientele? Why should you be considered over others? And so on.
Finding and hiring the right talent is crucial for the success of any small or medium enterprise. But that’s not it. The hard part is finding people with the right character. And by that, I don’t mean the cleanliness of the character but how well the person is equipped to work in teams. Too many people around the globe face difficulties working in teams, that’s because in a team, more than one mind is working for the accomplishment of a uniform goal and when people are not suited to work in a team environment, there will be conflicts among them that will eventually lead the organization in negative.
It is always good to hire people who are champions of change, along with a natural ability to establish processes, structures, and plans. These personality traits are critical because people who lack them will not become a good fit for your team, thus hampering productivity and organizational growth. Ultimately, it also comes down to the thinking of your staffers. Their beliefs, attitudes, and actions, along with their commitment to that mission that you all are trying to accomplish collectively.
The process of setting up short-term and long-term goals for the achievement of the mission is also critical for your business’s health. Clearly articulating these goals will ensure that the people, along with the processes, will work together for the achievement of the goal in the right direction.
Consider an example of a school of fish in the sea. Their goal is to travel from point A to point B from point A. Imagine if all the fish in the school are traveling in different directions. There would be no goal achievement at all. Therefore, to achieve success, all the wheels of a trailer should move in the same direction.
Selection of the right marketing media is imperative for the success of your company. Companies are there to offer any kind of service or product to the customers and customers would know only if you market your product service on the right mediums. Naturally determining your target audience is also a must before embarking on the marketing efforts, however wrong selection of the 
Marketing today, be it for any product or service, is highly influenced by digital technologies. The Internet has literally taken over our lives, and consumers search their smallest to largest queries on the Internet. Let alone the 
Out of the box is okay, but out of mind is a disaster
Have no idea what Kraft was trying to say. To me, is it a carnival? What do you think?
Going away from the ordinary is best, but make sure you do not go too far so that even your customers cannot figure out where you are going.
The revamped logo is quite persuasive. Moreover, with dark colors, the logo is more memorable. If you want to attract, your customers go and study "
Being creative is one thing, but being creative & imbecilic is a total catastrophe. New York is considered a hub of creativity, and here is what the NY Taxi company came up with
I do not even have words to explain how awful it feels to see logos which are done without proper thinking. Develop logos that put some meaning to the brand.
As you can see from the logo, it is a New York-based company, but look how they conveyed the message. Make your logos represent something, either your brand, a tribe, or a community you are serving.
Do you think that this kind of logo can represent any government body? The logo means trust, and if your logo is not a depiction of trust, you will not be highly applauded by the market.
Be creative, but make sure to convey your message powerfully.
With the above logo, I can trust, that it is a trustworthy & creative agency itself, and I can go with it without questioning its out-of-box approach.
