Brand Storytelling: What it is, examples and how to put it into practice
Posted: Thu Dec 05, 2024 9:01 am
Brand storytelling is the creation of narratives around a brand's story and identity. It uses storytelling principles and techniques to connect emotionally with consumers. Below, you'll gain a better understanding of what brand storytelling is and how to apply it to your brand.
Camila Casarotto
Mar 4, 21 | 11 min read
Brand Storytelling
Reading time: 9 minutes
How would you tell your story? Where do you come from, where did you live, where did you study, why were you given that name, what do you like to do, what are your dreams? These questions help to build a narrative for your life, that is, your personal storytelling.
Just like people, brands also have stories . And these stories become interesting and attractive narratives from the perspective of brand storytelling, one of the main branding strategies .
Brands also have an origin, places they have sudan email list been through, difficulties they have faced, people they have met on their path and many dreams they have ahead of them. Telling this story can be a crucial point of emotional connection with your audience .
In this article we will talk about brand storytelling so that you understand what it is, its importance and how to use this concept in your brand. Stay with us:
What is brand storytelling?
Why use brand storytelling?
What are the benefits of brand storytelling?
How is brand storytelling applied in communication?
How to put brand storytelling into practice?
What is brand storytelling?
Brand storytelling is the creation of narratives to communicate the brand's identity and connect emotionally with your audience.
A brand story is one of the pillars of branding. It is comprised of everything you are, everything you do, and why you exist. It encompasses all the definitions of brand building, such as personality, purpose, values, culture, mission, and vision.
It is worth remembering that the history of brands is also being written in the present, in their day-to-day lives, in the decisions they make at every moment. Thus, brand storytelling is not only about how the brand got here, but also what it is doing to get where it wants to go.
But we're not just talking about the description of these elements on the About Us page of the website. Brand storytelling goes much further. This area of branding creates a narrative, with the elements and techniques of storytelling , to talk in an engaging way about your origins, your journey and the values that guided your choices.
We're not talking about fabrication either. You can use fiction in brand storytelling and create a more interesting narrative — and that's the art of storytelling. But you can't make up facts about the brand's story , okay? People connect with transparency and authenticity. When they feel let down, the brand is shooting itself in the foot.
Why use brand storytelling?
We live in a fast-paced world. There is no time for anything, but new stimuli, new information and new demands keep appearing to fill our day.
As a result, consumer attention to brands is becoming increasingly scattered. It's easy to forget which brand you saw in the ad — after all, so many have appeared in a row... It's also easy to switch from one store to a competing one — just open a new tab on your computer...
At the same time, people are looking for stronger connections with brands . As new generations move forward, brands and consumers are establishing increasingly closer and more human relationships.
Millennials no longer want brands that just sell products — they want real commitments to society and the future of the planet. Starting with Generation Z, this demand on brands intensifies: they must have a purpose and values that connect with the audience.
That's why brand storytelling has become one of the main branding strategies. Stories are capable of involving people on a deeper level, awakening emotions and affective memory, triggering empathy and generating identification.
Storytelling is therefore a way of communicating what the brand is, what it stands for and the values that underlie its personality. But not through a text that mentions this information in clichés, for example. Storytelling conveys the brand in a more subjective and abstract, interesting and attractive way .
Remember that stories have been told since the dawn of humanity, before any form of writing existed. They are the most primitive way of spreading knowledge from generation to generation. That's why being dedicated to telling stories is in the very essence of being human.
Think of the image of an old man, with a group of people sitting around him, eager to hear his stories, as in the image below. This is also the case with brands that tell their brand storytelling and involve the community around them.
Camila Casarotto
Mar 4, 21 | 11 min read
Brand Storytelling
Reading time: 9 minutes
How would you tell your story? Where do you come from, where did you live, where did you study, why were you given that name, what do you like to do, what are your dreams? These questions help to build a narrative for your life, that is, your personal storytelling.
Just like people, brands also have stories . And these stories become interesting and attractive narratives from the perspective of brand storytelling, one of the main branding strategies .
Brands also have an origin, places they have sudan email list been through, difficulties they have faced, people they have met on their path and many dreams they have ahead of them. Telling this story can be a crucial point of emotional connection with your audience .
In this article we will talk about brand storytelling so that you understand what it is, its importance and how to use this concept in your brand. Stay with us:
What is brand storytelling?
Why use brand storytelling?
What are the benefits of brand storytelling?
How is brand storytelling applied in communication?
How to put brand storytelling into practice?
What is brand storytelling?
Brand storytelling is the creation of narratives to communicate the brand's identity and connect emotionally with your audience.
A brand story is one of the pillars of branding. It is comprised of everything you are, everything you do, and why you exist. It encompasses all the definitions of brand building, such as personality, purpose, values, culture, mission, and vision.
It is worth remembering that the history of brands is also being written in the present, in their day-to-day lives, in the decisions they make at every moment. Thus, brand storytelling is not only about how the brand got here, but also what it is doing to get where it wants to go.
But we're not just talking about the description of these elements on the About Us page of the website. Brand storytelling goes much further. This area of branding creates a narrative, with the elements and techniques of storytelling , to talk in an engaging way about your origins, your journey and the values that guided your choices.
We're not talking about fabrication either. You can use fiction in brand storytelling and create a more interesting narrative — and that's the art of storytelling. But you can't make up facts about the brand's story , okay? People connect with transparency and authenticity. When they feel let down, the brand is shooting itself in the foot.
Why use brand storytelling?
We live in a fast-paced world. There is no time for anything, but new stimuli, new information and new demands keep appearing to fill our day.
As a result, consumer attention to brands is becoming increasingly scattered. It's easy to forget which brand you saw in the ad — after all, so many have appeared in a row... It's also easy to switch from one store to a competing one — just open a new tab on your computer...
At the same time, people are looking for stronger connections with brands . As new generations move forward, brands and consumers are establishing increasingly closer and more human relationships.
Millennials no longer want brands that just sell products — they want real commitments to society and the future of the planet. Starting with Generation Z, this demand on brands intensifies: they must have a purpose and values that connect with the audience.
That's why brand storytelling has become one of the main branding strategies. Stories are capable of involving people on a deeper level, awakening emotions and affective memory, triggering empathy and generating identification.
Storytelling is therefore a way of communicating what the brand is, what it stands for and the values that underlie its personality. But not through a text that mentions this information in clichés, for example. Storytelling conveys the brand in a more subjective and abstract, interesting and attractive way .
Remember that stories have been told since the dawn of humanity, before any form of writing existed. They are the most primitive way of spreading knowledge from generation to generation. That's why being dedicated to telling stories is in the very essence of being human.
Think of the image of an old man, with a group of people sitting around him, eager to hear his stories, as in the image below. This is also the case with brands that tell their brand storytelling and involve the community around them.