Why brand storytelling is the future of marketing Tell a different story Since the beginning of time, stories have been a way of sharing information and eliciting an emotional response. This article explores why telling the right story is key to unlocking your brands potential. What is your brand story? Your story begins with the customer the first time they hear your name, when they see your logo, visit your website, reads your about page and experiences your interactions on social media. The signals you send not just about what you do and how well you do it, but about what you stand for, build the complete picture of your brand. Everything you do, each element of your business or brand, from the colours and texture of your packaging and business cards, to the staff you hire is part of your brand story and every element should reflect the truth about your brand back to your audience. It’s about thinking beyond the utility and functionality of products and services and striving for the creation of loyalty and meaningful bonds with your customers. An emotional connection creates loyalty Businesses can no longer afford to be faceless entities. In today’s fast-paced, digitally driven society, the human touch adds the extra dimension we all crave. Use your brand story to create a deep emotional connection: start conversations and involve your audience in what you do as a business. Once your audience knows, trusts, and likes you, they will more likely buy from you. Stories are more memorable than facts It’s not enough to have a quality product or service, you need to know how to talk about it in a way that differentiates you from the crowd. Instead of throwing facts, statistics, and testimonials at your audience, focus on making your brand thoughtful, memorable, and real. Wrapping your message in a story helps to simplify information and provoke an emotional response. Use narrative to share your brand’s history, challenges, successes, and value propositions – no other brand can copy YOUR story. Your mission matters It’s no coincidence that companies that are perceived as the most ‘empathetic’ are amongst the most profitable and fastest growing. So when creating your marketing strategy, don’t forget about the bigger story: How do you touch and transform people’s lives? How do you put a positive dent in society? In short, does your brand have a soul? In a crowded marketplace where everyone is focused on doing things faster, and more efficiently, be the brand who dares to be human. Show your customers that you care even if it means doing things differently. These are the brands that stand out and, ultimately, turn into a legacy.