5 ways storytelling can drive brand relevancy
A purchase decision is neither a transparent nor logical process. More often than not it comes down to habit or gut feeling, in equal measures the bane of marketers lives and the Holy Grail. Driving relevancy of your brand in the eyes of consumers is paramount to disrupting purchase behaviour and driving trial of your products; here are five reasons why enabling consumer-led story telling will help.
1. Stories tell the truth
Consumers are savvy; they know that advertising says what the brands want it to and, while this may convey key product benefits or points of difference, this may not be relevant to the consumer. Friends, on the other hand, will share their real experiences with the product and what’s more, will likely tailor these to ensure the story they tell is relevant to their conversation partner’s needs.
2. Stories change perceptions
Stories enable brands to be presented in a different light; crucial if a product has been side-lined by a cooler, more innovative, more (insert own adjective here) competitor or if it needs to establish relevancy amongst a new demographic. If your sister raves about a product you’d previously considered to be a bit old fashioned, you’ll be more likely to try it yourself.
3. Stories give brands a face
Letting consumers know where the brand comes from and who the people behind it are, makes it more trustworthy and credible. And, in this post-truth world, people crave honesty and authenticity. Telling your story enables consumers to construct a mental picture of your brand, a picture which takes them beyond the functional benefits that they might otherwise have used to compare your brand with your competitors.
4. Stories create shared values
…and shared values drive relevancy as they build connections to other aspects of a person’s life and belief system. So, consumers buy your products not only because of the price and quality but also because of the intangible values they represent. This is especially true in the current political landscape where consumers want to know that the brands they buy support their belief systems (take a look at The Stop Funding Hate or #boycotttrump campaigns). It’s no longer just about buying a product– it’s about being part of the story.100%
5. Stories are easily spread
What are you more willing to talk with your friends about – a product alone? Unlikely. You’ll share your experiences with the product or the interesting story behind a brand, which not many people have heard of before. Stories are what stay in our minds; they can be funny, shocking, moving or inspirational, but there must be an emotional connection and people must feel something; indifference is the nemesis of relevance.
Brands are no longer formed by themselves, but by the views of consumers and those that manage to generate an emotional connection are most likely to succeed in achiveing long lasting relevance.