Storytelling in marketing means building a narrative around an idea, product or service, rather than listing features or achievements. Done well, it builds a bond of trust and loyalty with your audience and helps turn prospects into customers.
In a saturated market, traditional strategies no longer guarantee success. To connect with your audience, tell stories that resonate and evoke emotion.
How does storytelling apply to marketing?
Storytelling sets vibrant brands apart from simple businesses. It is a valuable tool for every marketer and sits at the heart of inbound marketing. It involves relatable characters, a plotline, differing points of view and emotional impact.
The idea is simple: rather than simply documenting features or accomplishments, tell a story about how your product or service has positively influenced a person, a group of people, or society at large.
According to Fast Company, "When reading straight data, only the language parts of our brains work to decode the meaning. But when we read a story, not only do the language parts of our brains light up, but any other part of the brain that we would use if we were experiencing what we're reading about becomes activated as well."
Consumers do not want to be sold to or swamped by facts about your brand. They want a true, significant connection.
How do you use storytelling in your marketing?
- Start with your brand story. Explain what your brand is, what it stands for and why it exists. Keep it authentic, compelling and easy to understand.
- Make your customers the heroes. Brands that cast themselves as the hero can come across as too sales-y. Put your customers and the problems they need solved at the centre.
- Choose your channels. Long-form content suits websites and videos. Short-form content suits social media, email marketing and advertising.
- Stay consistent. Keep the message the same across all channels and touchpoints. This makes your message clear and builds brand recognition.
- Make it visual. Use interesting, engaging creative to support the narrative and strengthen your message.
Can Tussle Digital help you tell your brand story?
Tussle Digital can help you build and tell your brand narrative through content and social media.
Want to revamp your marketing strategy with storytelling? See our content marketing and social media marketing services, or contact us.
Questions we get asked
What is storytelling in marketing?
Storytelling in marketing is creating a narrative around an idea, product or service. Instead of listing features or accomplishments, you tell a story about how your product or service has positively influenced a person, a group of people or society. It uses relatable characters, plotlines, differing points of view and emotional impact.
How do I start brand storytelling?
Start with your brand story: what your brand is, what it stands for and why it exists. Make your customers the heroes, choose the channels that suit long-form and short-form content, keep the message consistent across every touchpoint, and use strong visuals to support the narrative.
Why should customers be the hero of the story?
When a brand casts itself as the hero, it can come across as too sales-y. Putting your customers and the issues they need solved at the centre lets you explain their challenges and inspirations, which creates a clear story that resonates with your target audience.
