“Those who tell the stories rule society.” - Plato

The practice of storytelling, whether for entertainment, education, or informational purposes, dates back thousands of years and is deep-rooted in every culture and tradition across the globe. From ancient cave drawings to epic poems and fireside fables to religious texts and scripture, storytelling has been an intrinsic part of the human experience since the dawn of time, providing a way for us to make some small sense of the random world around us.

In today’s fast-moving and uber-connected world, telling a great story is an ideal way to capture and maintain people’s attention, giving brands the opportunity to stand out from their competitors in an overcrowded marketplace.

In this article, we’ll explore ways to use narrative storytelling to enrich your brand identity, whilst also grabbing the attention of potential customers.

What is brand storytelling and why is it important?

The most successful brands have one thing in common – they all tell compelling stories.

Stories are powerful. Stories are engaging. Stories, well, let’s face it, they tell a story!

Incorporating storytelling in your business communications is a surefire way of building relationships, boosting engagement, fostering credibility, and engendering trust with your target audience by tapping into the human experience via relatable narratives. Done well, brand storytelling – mission, culture, company history, core values, and purpose - can build emotional connections and loyalty between a brand and its audience that will hopefully last a lifetime.

Examples of brands that tell great stories

Coca-Cola is undoubtedly one of the most widely recognised brands in the world. What sets this household name apart from its competitors is its compelling use of storytelling to create a unique bond with its consumers. The brand’s iconic 1971 advertisement, ‘I’d like to buy the world a coke’, shot on an Italian hillside and featuring a multicultural cast of teenagers, tapped into the very human emotions of joy, sharing, and hope. Audiences connected with the narrative and the feelings it inspired, making the brand, and therefore the product, seem eminently relatable and desirable.

To celebrate the 150^th birthday of Levi’s legendary 501 jeans, the brand created ‘The Greatest Story Ever Worn’ campaign, a powerful anthology story with the ability to stand up to Levi’s back catalogue of iconic ad campaigns. Cast your mind back to THAT unforgettable launderette scene in the 1980s where Nick Kamen stripped off his 501s to the soundtrack of Marvin Gaye’s ‘Heard It Through the Grapevine!”

The campaign featured real people with a real love of Levi’s 501s telling real stories. Fundamentally relatable, it resonated with the audience on a personal level, evoking emotion and establishing authenticity and trust in a world where consumers have become increasingly wary of more traditional ‘salesy’ advertising.

Hop’s top tips for narrative storytelling:

• Make it memorable: people will always remember a well-told story over a dry recitation of facts and figures.
• Make it authentic: be honest! Consumers like transparency from brands, so be sure to share your ups and downs and behind-the-scenes insights.
• Make it relatable: ensure that your audience can see themselves in your story.
• Show, not tell: use the power of storytelling to show potential customers why they should buy your product, rather than simply telling them.
• Be consistent: a great brand narrative means your audience will instantly recognise your brand, know what to expect, but also anticipate the next instalment.
• Connect with your community: encourage potential customers to engage with your brand, rather than simply observing.
• Foster an emotional connection: evoking emotion and empathy in your narrative establishes a bond that conventional marketing messages often lack.
• Provide a call to action: make it easy for the audience to become your customers.

Human nature makes us want to feel like part of a community and we see our favourite brands and products as extensions of our own core values and identities. Brands with well-defined stories and successful story marketing will always have the edge over their competitors, making them the ones that spring to consumers’ minds first.

We’re a bunch of storytellers with endless editorial expertise here at Hop&Co. If you’d like to find out more about how we can help your brand stand out, then why not get in touch?