In marketing, storytelling represents a unique opportunity to engage with customers. Brands can use it to express their values and identities in a way that plays out less like advertising and more like a concentrated effort to establish consumer connections.

1. Storytelling Enhances Brand Identity and Awareness

One example of a brand that uses storytelling to stand out among competitors is Nike. The company’s marketing campaigns often focus on inspiring stories of athletes who have overcome adversity and achieved greatness, which helps to create an emotional connection with consumers and differentiate Nike from other sportswear brands.

Storytelling fosters an emotional bond between a business, its products, and its customers. It works by boosting brand awareness and social media engagement, which leads to conversions and, eventually, revenue growth. Personalizing the brand and focusing on the stories will help establish trust and loyalty through each stage of the buyer’s journey.

Video content marketing in Thailand is especially relevant for building enduring campaigns. Imagine many of the emotional Thai insurance campaign that have gone viral over recent years, such as this one. These adverts use the full storytelling arsenal with an impactful script, emotional music, great acting and the right mix of bathos and pathos.

2. Storytelling Builds a Loyal Tribe for Your Brand

An example of a brand that has successfully built a loyal tribe through storytelling is Apple. The company’s marketing campaigns often feature stories that highlight the brand’s values of innovation, design, and simplicity, which have helped to create a passionate community of Apple enthusiasts who are loyal to the brand and its products.

Building brand awareness has never been a more competitive endeavour. New businesses are taking advantage of unparalleled ease of entry through innovative direct-to-consumer tactics. Brand identity design involves more than simply creating a high-quality product; it is about developing a personality that accentuates the fundamental parts of the brand’s identity.

     3. Storytelling Creates Emotional Connections and Customer Desire

Many businesses use social media marketing platforms to build compelling, socially responsible brand stories. Coca-Cola is a great example of a brand that creates customer desire through storytelling. The company’s marketing campaigns often focus on creating emotional connections with consumers by telling stories that evoke feelings of happiness, togetherness, and nostalgia, which have helped to create a strong desire for Coca-Cola products among consumers around the world. 

Brand storytelling not only leaves a lasting impact on customers, but also conveys to them what to anticipate from the organization. Moreover, good storytelling can help make a brand distinctive, allowing for genuine emotional ties between consumers and their favorite brands.

Understanding customers is crucial to the development of the brand. It’s what pushes effective marketing tactics, boosts brand equity and, in due course, boosts the company’s bottom line. Customer loyalty is the result of a business constantly fulfilling and going beyond the expectations of its customers — both in terms of products and services, as well as company values. Customer loyalty influences practically every measure of business success. The business will not exist unless you have pleased consumers who continue to buy from you.

Creating customer desire is an emotion that has the power to bind customers. Businesses that understand the emotional pull of consumers’ desires and concentrate on understanding and cultivating these desires will be able to crystallize such emotions. By creating what customers want, and incorporating it into a story, you can skip through the conscious side of the brain and take your consumer on a journey directly to the subconscious. 

Where to get started? We find that for clients, often a new website development presents an opportunity to revisit their mission, vision and purpose so that their story can be woven into every page of their website, especially their about us page. With the main story on the website, there’s then freedom to get creative with micro stories on social media.

About the Author

Yanitha Maimongkol is a Brand Strategist at Lexicon working working with leading brands to develop impactful stories on a daily basis. Her team manages executive brands for busy CEOs, runs B2B marketing campaigns and develops social media marketing strategies.

Lexicon is an award-winning brand storytelling agency focusing on telling impactful stories for clients based in Thailand and South East Asia. Lexicon has been around for almost a decade and has told thousands of stories just like yours.