With looming economic uncertainties, brands are consistently scrambling to stay relevant and front of mind with consumers – and storytelling is one of the best ways to achieve this goal. Far more than a simple marketing tactic, brand storytelling has the power to connect with audiences, enhance engagement and conversions and even persuade first-time consumers to become loyal brand followers. When used correctly, this strategy can not only help brands survive tumultuous times but thrive in them. In the age of trending TikToks, augmented reality, and the rise in short-form videos, brand popularity can be fickle and fleeting, which is why establishing a solid brand story is more important than ever before. At Wordsmith, we believe storytelling is one of the best ways you can future-proof your brand and capture your ethos, so it can withstand unstable climates, emerging fads and stiff competition. So read on, as we share 5 different ways you can get ahead of the game in brand storytelling this financial year.
1. Embrace The Science Of Storytelling
From the humble beginnings of Starbucks driven by three coffee aficionados from the University of San Francisco to famous ice-cream moguls, Ben Cohen and Jerry Greenfield, who began their journey by taking a US$5 course on ice cream making, compelling narratives of a company’s roots can play a pivotal role in shaping the identity and future success of brand. But why? It all comes down to science. We, as humans, are hardwired to be receptive to stories. Time and again, psychologists’ studies and neuroscientific evidence all point towards the release of oxytocin, when we hear emotional stories. This neurochemical promotes trust, empathy, and compassion, which has the power to not only affect our attitudes and beliefs but also foster a connection between the listener and the storyteller.
Research from Nielsen, claims that emotionally engaging content can boost sales by up to 23%, highlighting the tangible connection between storytelling and conversion rates. Singapore’s longest-standing telecommunications company, SingTel, discovered that brands which utilised storytelling effectively saw more than a 30% increase in customer loyalty.
2. Remember that context is everything
For years, we’ve heard every marketing expert hail, “Content is King”, but they’ve failed to highlight, that context is queen. A truly compelling piece of content has the power to enhance brand awareness, boost visibility, increase conversions and instil customer loyalty, but it would all fall flat if there’s no context behind it. It doesn’t matter how creatively it’s communicated or how visually engaging the piece is, if it’s not culturally sensitive, and respectful of what the target audience is feeling, or what’s going on in the world at that time, the content may fall on deaf ears, or even receive harsh criticism and negative publicity, which could irreparably damage your brand. So, each piece of content you publish must be context-driven. No matter how fantastic your brand storytelling might be, it needs to be contextual and hit the right note with consumers.
Owen Garitty, Founder of FPW Media explains, “During economic downturns, tightened consumer spending necessitates that brands forge deeper connections with their audiences. Storytelling humanises your brand, transforming it from a mere provider of goods or services into a relatable entity that consumers can trust. In times of hardship, people crave comfort, reliability and authenticity—qualities that well-crafted stories convey effectively.” And no one knows how to lean into the sensitivity of storytelling quite like Coca-Cola. When the global pandemic reached a turning point in 2021, the brand wasn’t looking to push its products at a time when businesses and communities were getting back on their feet. Instead, their “Open Like Never Before” campaign, aimed to inspire hope and optimism for the future.
Featuring personal stories that highlighted community support, the dedication of front-line workers and personal growth in the face of adversity in the darkest moments of the pandemic, Coca-Cola’s consistent storytelling message of resilience and the power of human connection tugged at the heartstrings of audiences around the world. Reinforcing its brand values of optimism and unity, Coca-Cola, urged customers to not only unite but look forward, and never take experiences for granted again. The campaign effectively utilised digital storytelling across its social media platforms to engage viewers and amplify its message. The result was increased brand visibility, positive consumer sentiment, and heightened engagement, solidifying Coca-Cola as a brand that supports and uplifts its customers during challenging times.
3. Craft A Narrative That Resonates
Another element of successful storytelling is creating a narrative that not only reflects the values of your brand but resonates with your audience on a profound, human level. Running a successful business isn’t about creating repeat purchases, it’s about instilling brand loyalty and creating advocates and ambassadors who love your brand. So, if you feel like you’ve identified the core elements that define your brand, like your values and mission statement, and the impact you want to make, then these messages should be woven through your brand’s storytelling. Don’t forget that authenticity is a storyteller’s greatest asset, so if you’re effectively communicating who you are and what you stand for, then this strategy should attract audiences who resonate with your brand.
Brands that don’t shy away from sharing stories of resilience, adaptation and commitment resonate more deeply with audiences and encourage a longer-term commitment from their customers. Beauty giant, Dove’s main values encompass inclusivity, diversity and championing real beauty, which is why their #MyBeautyMySay campaign, struck a chord with its Asia Pacific audiences. For years, Dove’s category-disrupting marketing campaigns have centred around encouraging women and girls to celebrate their differences and feel more confident in their own skin. Alessandro Manfredi, Executive Vice-President of Dove, comments, “Dove’s strategy is to drive systemic change, one that changes the beauty industry for the better. We want to create real tangible shifts to the beauty industry, to make it a positive space for everyone.”
Shattering conventional beauty stereotypes, Dove aimed to tackle the negative effects of digital distortion in the Asian beauty industry. “Our commitment is to always portray women as they are in real life”, adds Manfredi. In collaboration with the creative collective Forsman & Bodenfors Shanghai, Dove launched a documentary-style film, following the stories of several young Chinese women who shared their unfiltered truths and opinions on the beauty industry and anxiety about their physical appearances. This real-life take on beauty deeply resonated with audiences across the Asia Pacific region – and the results speak for themselves. Dove’s brand favourability increased by 95%, sales after the campaign increased by 186% and consumer recommendations also increased by 110%. Part of the campaign also included a photo exhibition that broke records as China’s largest-ever untouched photo exhibition of women. While on social media, the hashtag #MyBeautyMySay transformed into a globally trending movement which had a reach of almost 100 million people.
4. Consistency Makes Brands Memorable
Some of the best brand stories out there aren’t just one-off TV adverts, they’re meticulously planned content campaigns that promote cohesive messaging across social media, billboards and print. So, as you script your own brand stories, it’s important to look out for details and side stories that could elevate your main story so it remains front of mind with your consumers. Consistent storytelling across all elements of your content marketing strategy not only ensures that your brand’s narrative makes a genuine connection with audiences but it instils trust with your existing customers to encourage long-lasting customer relationships. With every brand storytelling piece you create, your consumers should feel a sense of familiarity with your marketing, as it’s just adding another layer to your core brand narrative.
Some of the best brands out there have tried to weave their consistent messaging throughout their marketing collateral – and one brand that’s done it particularly well is Airbnb. Back in 2013, CEO Brian Chesky, refreshed the brand’s story, mission and values, introducing their new brand mantra: belong anywhere. He explained, “Airbnb is different from most brands…we’re a community of individuals. For so long, people thought Airbnb was about renting houses. But really, we’re about home,” Chesky continued. “You see, a house is just a space, but a home is where you belong. And what makes this global community so special is that for the very first time, you can belong anywhere.” These two little words, “belong anywhere” sparked numerous campaigns over the years, all feeding back to this one idea. And what’s incredible, is that most of the stories they share aren’t even their own – they’re the stories of the hosts and guests which are all consistently shared through their blogs, across social media and on YouTube. Chesky said, “Nothing can express our identity more profoundly than the stories of people who make up this community”.
5. Embrace Predictive Analytics: A New Era For Brand Stories
In this day and age, sometimes the best brand stories come from a combination of brilliant creative and data analytics. Predictive analytics is an exciting data-driven approach that allows marketers to understand the success of a campaign before it runs. It does this by analysing old consumer data patterns and predictive models that forecast future preferences and behaviours, which enables brands to tailor their stories for maximum impact and results that align with customers’ expectations. And no one does this better than the digital music app, Spotify.
Over the years, Spotify has led the way in mastering the art of turning data into personalised brand stories. The platform employs sophisticated algorithms which predict users' music preferences, harnessing up-to-date insights from users' current listening histories and descriptions of their preferred artists and genres. One of their most popular ways to share the data they collect in a storytelling way is through their annual Spotify Wrapped campaign. This unique story is tailored to every individual customer in their database (over 365 million users) on 1st December, to give customers an easily digestible and shareable “wrap up” of the music and podcasts they listened to throughout the year. Beautifully captured while your favourite tunes play in the background, Spotify gives you fantastic insights into your listening history, weaving a personalised story in the process. This type of data storytelling also has the advantage of creating FOMO – fear of missing out for non-Spotify users, when they see customers share their yearly “wrap-ups” online – which only helps Spotify attract new audiences, for free. More brands should follow in Spotify’s footsteps to become excellent data storytellers and find innovative ways of uniting analytics and creativity to connect with customers in new, innovative ways.
At the heart of every successful brand, lies a cohesive narrative that encapsulates the mission, values and story of a business. And if you tell your story right, you can increase brand awareness and visibility, increase conversion rates, change perceptions and instil trust and brand loyalty for years to come. If you need help defining your brand’s story, or you’re looking to refresh your mission statement and core brand values to take your business in a new direction, our talented copywriters at Wordsmith are here to help you create incredible stories.