Why telling your brand story is so important
From a young age we love hearing stories. They fuel our imagination, help us to escape and evoke emotions. So, it’s inevitable that as we grow older we respond to brands and products that tell us a story - their story. A brand story is more than a narrative - it goes beyond the copy on your website or the text in your brochure. Everything you do - including the staff you hire - tells part of your brand story.
According to the Chartered Institute of Marketing (CIM), 84% of B2B marketers said brand awareness is their top goal. Buzzstream confirms that 45% of those surveyed would unfollow a brand on social media if their platform is dominated by self-promotion, reaffirming that when we tell our brand story in an innovative and creative way it really does resonate with consumers.
84% of B2B marketers said brand awareness is their top goal.
Story-telling brands we love
Some of our favourite brands have a story-telling element. They take us on a journey and keep us hooked.
According to Marketing Week and many other sources, the iconic Apple brand leads the way in telling a story. It’s a story of technological evolution that everyone else is trying to copy and we all wait to see what’s coming next. If you’re an Apple lover then your world will be perfectly synced across phones, tablets and laptops.
Disney has so many different touch points – stores, movies, theme parks, hotels and of course, the characters themselves – that it barely has to try to tell a story. What stands out for us about Disney is the way it has adults just as hooked as children. Our social media manager went to Florida recently and couldn’t believe how many adults were in the theme parks without children (and wearing Mickey Mouse ears too). It can be borderline addictive…
From the fantasy world of Disney to the serious campaigning of Cancer Research, which until very recently had the same Director of Brand, Marketing and Communication for 17 years. From hard-hitting TV advertising to events such as Race for Life, as well as the Cancer is Happening Right Now campaign, we can all relate in some way to the stories being told.
How do you tell your brand story?
Brands that take us on a journey are the ones we remember and go back to time and time again. Your story isn't just what you tell people; it's what they believe about you. The signals your brand sends out, and the channels used to do so, are what people care about. Let us help you tell your brand story.
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