A strong brand experience requires a strong brand narrative, and a good story can attract consumers and make them believe in your company.
It is also a way to establish your brand in increasingly competitive markets.
Now, to define a brand narrative it is necessary to identify a significant differential , since it is this concept that will guide the story you have to tell your audience .
Many companies have invested in this strategy and the reason is simple: it brings results . With an effective narrative, it is possible to create a brand identity to communicate with the consumer.
Therefore, in this post, we will talk in detail about the concept. Below, you will see the following topics:
- What is a brand narrative?
- What role does brand storytelling play in business?
- Why are companies investing in brand storytelling?
- How to apply it in your company?
Keep reading!
What is a brand narrative?
A brand narrative is a concept that asia mobile number list allows brands to create a unique story that will guide all their commercial activity.
This narrative, when created, has the function of showing the future to the consumer. From this, companies indicate how they differentiate themselves from their competitors.
Therefore, it is necessary to create these narratives based on a solid concept . If there is a clear idea behind the narrative, brands will shape the public’s perception of them .
Good work will create real stories in the minds of consumers. After all, this is the main idea behind a brand narrative.
It is important to note that this concept is related to storytelling . Therefore, brands will create a story to illustrate a market concept that a company follows.
And, for this to be possible, it is necessary to structure the brand narrative on three bases:
- The change that the brand proposes to the market;
- How does the consumer benefit from engaging with this idea;
- The future according to what the brand presents to the consumer.
Case studies that help understand brand narrative
Want to understand brand storytelling opt for analytical platforms through good examples? First, think about Netflix and what it brought as a revolutionary idea.
Before streaming , you found your favorite movies at Blockbuster, right?
In its brand concept, Netflix stated that the future is how we live today: easy and affordable access to a wide selection of content.
Therefore, we can understand that Netflix’s brand narrative was to show you that you can watch movies and TV series by paying just a monthly subscription.
Salesforce , the CRM software company , is another interesting case study. In its early days, the company had a narrative that pointed to the “end of software.”
It was a powerful statement, and it seemed unrealistic. But by working on its concept, Salesforce redefined the classic software model that was on the verge of becoming obsolete.
In fact, this is the scenario we see today.
Salesforce said that in the future we would no longer have the software installed on our computers.
And that’s exactly what happened, today the tools that help us in our daily lives run directly from the cloud, in the SaaS model . This model is what Salesforce proposed, executed and, more than that, showed with its brand narrative.
Another great example is Apple, the tech giant introduced itself to the general public with a slogan that, at the time, said little: “Think different.”
Today, if we look at what the brand has done over the years, we can see the proposed brand narrative.
One of the pillars of the company’s work is innovation. Whether in new technologies or design, Apple has the fantastic mission of bringing unique products to the market.
Therefore, with each product launched, Apple strives to reinforce this position of innovation .
Everything they deliver to the market follows the motto created by Steve Jobs. They are unique and minimalist products destined to change the market.
What role does brand storytelling play in business?
We are used to seeing the mission and business sale lead vision of companies . These are essential concepts that help us understand what that organization proposes in its business.
That said, it is possible to say that brand narrative replaces these two concepts.
The main reason is that it can create a long-term idea of what the brand is trying to achieve, so that a single story will be the core of the company’s activity .
Another important point of brand narrative is its relationship with buyer personas .
By having the main story, this strategy can reach different audiences in a precise way. Therefore, it is necessary to be clear when showing how this narrative changes to serve each specific audience.
If this can be done competently, brands can structure interesting narratives that can capture the audience’s attention.
Why are companies investing in brand storytelling?
Creating a brand narrative has helped companies generate strong brand awareness .
When organizations create stories that start from the present and project a specific future, they create expectations for the audience.
Therefore, the responsibility in using this strategy is great. And when done well, this concept brings valuable long-term results.
We list and detail some of the main ones below.
Establish an organizational culture
Every company must have a conceptual starting point. This will guide its operation, the working environment and the expected quality of the final product.
However, to achieve this, it is important to have a clear idea of what the company wants, which is why organizational culture is so influential.
With this in mind, a brand narrative is essential to developing a strong culture , which will start with employees and will be directed towards the consumer. However, everything must start from a well-defined vision.
By investing in a brand narrative, companies can implement a deeply rooted culture.
This work is, for example, what Apple does to have more and more innovative products.