The marketing team must link campaigns to the narrative that an organization uses.
By doing this, there is more consistent communication about the brand . This will ensure that the audience is reached in the right way.
In a content strategy, for example, the brand narrative is based on essential elements such as:
- tone of voice;
- writing style;
- topics covered;
- CTA .
Thus, the direction of marketing campaigns becomes clearer when a company has a brand narrative.
Increase audience engagement
Audiences need a good europe cell phone number list story to follow , as it generates interest and makes them more willing to listen to what the brand has to say.
The conceptual foundation is like a storytelling strategy. However, instead of just selling products, brand storytelling also focuses on brand positioning .
As a result of good work with this strategy, we find that great stories are created about brands in general. Therefore, it is possible to shape the public’s perception of these companies.
Netflix is a successful example. Its proposal was revolutionary and was based on reducing all the money spent on DVDs to just a monthly subscription.
After that, all the changes were easier to make, as the audience was connected to the brand narrative. That’s why the transition to streaming was so successful.
How to apply it in your company?
Establishing or changing a company’s brand join different platforms to find out narrative is a complex task. First, you need to know that this process occurs in stages .
Planning is essential to ensure an accurate presentation to the audience. Otherwise, there may be a disconnect between these people and the DNA of the company .
If this happens, one of the consequences will be that the audience loses interest . However, if people are convinced by the story being told, your company will have a great advantage.
Therefore, it is important to work on this narrative, projecting a future full of benefits.
In this way, it is easy to create in the consumer the idea that there is a “prize” waiting for them at the end of the journey.
Below, take a look at the steps involved in this process and how to apply brand storytelling to your company.
Align the new brand narrative with the company
A brand narrative should reflect the business sale lead company’s vision. Therefore, it is important to have an alignment of perceptions among executives.
These people will use their extensive market experience to determine which paths to pursue. Of course, the organization must align this knowledge with the brand’s audience .
An effective brand narrative is one that generates an impact on the consumer.
Even if the audience doesn’t know they need to follow a new story, it must make sense. Only then is it possible to have an effective strategy.
Name the change
The next step is to contextualize the current market situation. To do this, you need to explain what your competition has been doing.
It is not about belittling competitors or criticizing what they offer, but the focus should be on introducing changes in the business.
At this stage, it’s important to separate the old from the new . This way, the audience can understand that your company is building a narrative.
For example, a technology company wants to launch a new smartphone that features four cameras. Therefore, it needs to prove that current phones are effective, but the next generation is coming.
Apple used this approach to introduce the AirPods Pro. Wireless earbuds were already on the market, but the company again used the concept of “thinking differently.”
Thus, he managed to introduce a new product using an effective brand narrative. Once again, the story told was of something unique in the market.
So to do it correctly, you need to present a narrative comparing:
- the current product or service (which will become obsolete);
- what your company offers (which will be the future).
In the midst of this introduction of the brand narrative, companies must indicate why the change is necessary ; it is important to explain how the audience will benefit from a better service or product.
Show the audience the benefits
After indicating the changes through a new story, it is necessary to say why it is relevant to the audience.
This work is one of the most challenging parts of implementing a brand narrative.
Here you need to be perceptive: tell the audience that those who engage with the new narrative will be at the top of the market, and those who don’t will miss out on the best.
For the audience, a well-told story full of statements generates greater trust.
That’s why it’s essential to be clear when talking about the advantages of the new era of storytelling for your company. After all, the public is looking for benefits that justify their relationship with your brand.
To be successful at this stage, you need to have a strong and engaging campaign. Here, the company’s marketing team is instrumental in presenting the narrative to the audience.
Explain the impacts in the future
Companies design innovative products or services to impact the future.
Therefore, it is necessary to create a brand narrative that clearly defines what changes are going to be achieved. This construction of the story draws the audience’s attention.
Consumers want to be part of a unique moment of change that generates engagement.
By using storytelling elements, such as the hero’s journey, brands can create valuable narratives when projecting the future.
Consumers therefore realise that they may have a unique opportunity. And because of this, they are open to showing engagement with the proposed narrative.
Measure the results
It is always difficult to measure the effectiveness of brand narrative.
Still, conversions should be the basis for more accurate analysis, so businesses need to consider when a new brand narrative drives sales.
And a well-executed project leads to more sales quickly.
Furthermore, the length of the sales cycle is an indicator: the shorter it is, the better . And this means that the consumer will need fewer touchpoints to complete the conversion.
When a company tells a good story, there is less effort to convince the consumer to make a purchase. This is because an adequate narrative generates quick engagement and accelerated conversions.
Furthermore, a brand narrative can put brands in a new, more powerful and attractive story. However, to achieve this, it is necessary to create content aligned with this narrative to achieve good results.