Storytelling is part of our collective history and an integral part of our society, even today. In many cultures, stories have been handed down from generation to generation for both entertainment and education. In fact, one the oldest stories known to man is a poem called The Epic of Gilgamesh, dating back to 2700 BC, and some of the oldest stories ever told exist as cave paintings that date back over 40,000 years to the Upper Paleolithic era.
Today we use storytelling in a variety of ways. From reading for pleasure to marketing your business, storytelling is an effective and reliable way to capture your audience’s attention and teach them about who you are in the process.
This is why using storytelling to market your business is a helpful marketing tool. Storytelling creates an emotional connection between the consumer and your product. When customers have an emotional bond with your product, you can better capture their attention and business.
The Benefits of Storytelling
One of the main benefits of storytelling in marketing is that storytelling increases engagement between your brand and your brand audience. Storytelling makes the audience feel like they are part of your brand story and makes them feel compelled to follow along as your business tells its tale.
Storytelling also humanizes your brand. After all, you’re not just selling a product or a service; you are selling a product or service to people. Does your product or service solve a consumer problem? What is the goal of your story? Is it as simple as helping someone find a great place for dinner? Or does it solve a bigger problem, like where to go for a massage for a golf injury or tense muscles? You can explain all of this by telling your brand’s story.
Another benefit of storytelling is that it helps create a solid brand personality, which is the personification of your brand. Why does your brand need personification? Because it lets your customers know who you are and what you are about. Think about it this way: if your brand were a person, whom would they be? Would they be an adventurous celebrity like Bear Grylls, or would they be a welcoming friend like Kristin Bell? Once you nail down your brand’s personality, you can effectively market your brand in that voice.
Some Examples of Storytelling in Marketing
When you think of a vacation of a lifetime, one of the countries that may come to mind is Thailand. Thailand is an amazing destination not just for individuals and couples but for families, too. With rich cultural heritage, beautiful beaches, and lush rainforests to explore, Thailand’s story is one of the many things it has to offer visitors to this breathtakingly gorgeous nation.
To tell Thailand’s story, ELMNTL works with the Tourism Authority of Thailand to showcase beautiful scenery from both user-generated content (UGC) and professional photos of landmarks, attractions, and adventures in Thailand to North American travelers. The captions for photos include colorful history lessons, educating the reader about the photo’s significance to Thailand and the Thai people.
Another excellent example of brand storytelling is the event venues Flowerfield Celebrations and Land’s End Catering. These Long Island establishments host everything from weddings to corporate events and social gatherings. To effectively tell their brand story, these venues use photos of events that have taken place on their grounds, all the while showcasing the natural beauty of the grounds and the elegant indoor spaces.
By doing this, they are able to show followers how they can decorate their own event, where they can pose for photos, and what kind of foods they can have prepared for their event. Each post tells a story about the venue, and their Instagram grid shows dreamy photography that inspires potential customers.
How You Can Tell Your Brand Story
Are you ready to show the world your brand’s story? It can be hard to know where to start, but we recommend first having your marketing team develop a brand guide. A brand guide tells your brand’s story but also contains everything you need to market your brand, including logos, fonts, and more. The branding experts at ELMNTL are ready to create your brand guide and start telling your story.