Your Branding Can Benefit From Emotional Storytelling
Storytelling is as old as language itself, having originated around our ancestors’ primal campfires, or perhaps in the safety of dark caves, back in the very beginnings of our human story.
Each person and thing has a story, and when we know it, we better appreciate the importance of getting to know it. If a story immediately hits an emotional chord with us, we're very eager to enjoy it. This is often true for products and brands as well.
In this article, TFS help you look at the advantages of embracing emotional storytelling in your corporate brand, whether or not you should embrace it, and, if so, how.
Branding As A Strategic Asset
It is believed that branding means your logo and web site design, but that is not strictly true. To develop a concept of your business in your head and generate its related image in your target audience's mind, storytelling is the context you must use. Ideally, it'll incite the desire to purchase in audience.
As soon as you learn the meaning of an idea to inspire emotion and consequently action, you understand how crucial branding is to your business's strategic assets.
Emotional Triggers, Emotional Connection And Storytelling In Branding
While purchase motivation is often driven by function, we frequently make purchases of a brand or product based on an emotional impulse.
Hence, when approaching branding, the first step is to understand the target market and their purchase motivations, particularly what they aim to satisfy or aspire to emotionally when buying your product.
Brands can identify and utilize hundreds of possible emotional triggers, but some of the most common are:
• Make an impact or be successful.
• Create a better future.
• Feel a sense of belonging, comfort, safety, peace of mind, or freedom.
• Enjoy instant gratification.
• Preserve the environment.
Having a clear understanding of what motivates your particular customers will allow you to conceive a branding idea that will create an emotional connection that will drive sales by provoking the right emotional trigger in your customers.
Having clearly defined your branding idea, based on the right emotional trigger, you can begin planning how to communicate it.
Instead of telling, storytelling doesn't give consumers the opportunity to disagree or question you. Since you're only telling a story.
An impactful story often depends on whether it inspires an emotional connection with its characters or a sense of relatability with its central idea.
Should You Employ Emotional Storytelling In Your Branding?
While developing and articulating a central idea that customers can connect with is essential in establishing a successful brand, emotional storytelling is not an effective technique for every business.
You need to think about how the emotions of your customers will impact your business's objective with respect to whether or not to appeal to them or not. Some products and services just don t encourage emotional decision-making. Examples of products where a rational, transactional approach might be more useful than an emotional strategy might be if you were marketing car parts.
How To Use Emotional Storytelling In Your Branding
If emotional storytelling is a good fit for your business, begin by pinpointing the emotional trigger that prompts your customers to purchase. From there, establish a brand image with a message you want your customers to associate with your product or service.
The next step is to develop a story that can communicate your idea by inspiration or association.
There are different types of brand storytelling, such as brand founder stories, employee stories, customer stories and inspirational stories. Consider the particular story your story needs to evoke the desired emotion.
Now you have to determine the most effective way to tell your story, whether by using creatives or by making a short video in which you can add to your website, on your social media account, or through advertisements.
At this phase, you must make certain that your visual design and aesthetic look are appropriate for your target audience and your storytelling vision.
In conclusion, emotional story telling is an effective branding strategy because it can create an emotional connection with consumers, which can lead to increased loyalty and brand advocacy.