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There’s a lot of buzz about storytelling for brands these days, more so than ever before. Like the avalanche of content that rolls down millions of screens every day, storytelling for brands has evolved to become a pertinent part of the modern-day marketing strategy. Welcome to the era of the ad that never ends.

THE NEW-ISH ART OF STORY-MARKETING

As content has gone native and brands have developed an intrinsic ability to document their business antics on social media, so the rich landscape of storytelling and the narrative arc of a brand have been established.

A brand is no longer just a commodity selling products or services, shouting in short copy for attention. A brand is a lifestyle, a purveyor of culture and a social commentator. And, should you choose to follow and invite their brand world into your feed; an ongoing experience with the brand’s promise, culture, values and yes! – their products, until the end of time. 

To use an analog metaphor; a brand is so much more than the ad or the advertorial, it’s the article itself – in fact, it’s an editorial spread – or an annual! – with many, many chapters and the story just keeps getting better! At least that’s the idea.

It goes without saying, some brands are better at it than others.

ARE WE NOT ENTERTAINED?

The brand, of course, is the hero of its story. The hero’s journey is a highly curated adventure; a play by play escapade that takes you from your entry point, as an aspirational follower or loyal customer, on a whirlwind adventure that keeps evolving upwards and outwards, in a story of peaks and valleys until victory – or first or repeat purchase – is achieved.

Brands deliver on this, as a customer retention plan that keeps customers hooked and following the action, breath by catching breath, by developing the action plan; their own never-ending story; a swell of activity over multiple channels that steer you over miles of compelling on-brand screen-time.

Brands are, through clever, conceptualized and highly strategized storytelling, entertaining you with captivating content, eye-catching imagery, exciting influencer excursions, creative partnerships and pop-up collaborations, to earn affinity on your social feed of choice.

And while this may sound like some kind of media or content olympics – and don’t get me wrong, it is – it’s an incredibly exciting and dynamic place for the world of brands to be. As Steve Jobs said, “The most powerful person in the world is the storyteller. The storyteller sets the vision, values and agenda of an entire generation that is to come”.

THE APPLE OF OUR EYE

There’s a reason why Apple is connected with the art of brand storytelling. Apple’s story is it’s identity. They’ve used the power of aspirational storytelling as an integral tactic to impact the businesses’ growth and captivate audiences with a narrative about innovation that is matched by design.

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But it’s more than just an entertaining show – brands have discovered the power of story and the result is businesses with more depth, meaning and purpose. They spend time developing interior characteristics and breathe consciousness into their presence. Storytelling has allowed many brands to evolve and grow into the best versions of themselves; compassionate, kind and brave; brands that give back to communities and the planet.

Brands have used storytelling to become increasingly expressive and creative, many of them pushing these boundaries to extraordinary new heights. We’re thrilled to be living in a time where more and more brands are using their power for good – and storytelling has led the way.

5 Facts about storytelling for brands.

1. Rich and powerful storytelling evokes emotions and develops the audience’s perception of the brand to be ‘like a person’.
2. Strong connective devices in brand storytelling include using nostalgia (past) or aspiration (future) and global events or current topics to relate or create affinity through relevance.
3. When it comes to memory and story, we are 22 times more likely to remember a fact that’s been wrapped in a story, than recall a fact on its own.
4. Captivating storytelling switches on the sensory cortex part of the brain, allowing the listener or reader to feel, hear, taste, and even smell the story.
5. If people love a brand story, 55% are more likely to buy the product in the future, 44% will share the story, and 15% will buy the product immediately. [via]

Next: Part 2: How storytelling develops a brand’s depth, meaning and purpose