Have you ever wondered why one brand becomes famous while its competition stagnates? What creates that additional interest pulling us towards a specific product? Your answer probably lies in corporate storytelling.
Products are nothing more than specific items allowing us to fulfil our needs. Sometimes, several brands may possess almost identical products. In these cases, it is necessary to establish an emotional relationship with a consumer.
Best way to do it is by using corporate storytelling. This method helps you during content creation as it allows you to establish an emotional bond with a reader/viewer.
What kind of an impact does corporate storytelling has on your content?
Traditional content marketing shows us all the benefits of purchasing a product. It is pretty plain and straightforward message. But, if you think about it, it is same as looking for a needle in a hay stack. Naturally, your competition will make a similar message and success of your campaign will be based on sheer luck.
Corporate storytelling teaches us that your consumer needs to care about the product. It is based on classic storytelling concept where hero overcomes obstacles and accomplishes his goal. When addressing audience, content marketer communicates directly with you, the viewer. You are placed in the main role. Additionally, according to the tale, the only way to vanquish evil is by using company’s product. This way, everything is tied together and you start feeling the story as very personal.
Have in mind that the hero needs to be an ordinary person. This way, you can easily relate to him. Similarly, all the problems our hero encounters are completely ordinary. Reader needs to recognize these issues and to think: “Hey, these are precisely the same problems I encounter each and every day!” After viewing the content, he will realize how our hero helped himself with this product and will be led to believe that the same product can change his luck.
What is necessary to tell a good story?
1. Ordinary hero with ordinary problems
Reader needs to relate to this person and his issues. Furthermore, it is much better if you target an audience which is likely to buy your product (logically, if you are selling tampons, your hero needs to be a woman).
2. Drama
Any type of tale revolves around drama. You have to have ups and down, anticipation and finally, the resolution. You need to take your reader on an emotional roller-coaster. Otherwise, he simply won’t care about the story.
3. Use of the product and happy ending
Needless to say, your product needs to be the centerpiece. Of course, hero needs to be victorious.
4. Consistent story
This is especially important for companies that use various types of content to promote their products. Everything has to be synchronized and aiming towards one and the same goal. If you already chose a strategy, make sure to stick with it.
5. Logical and truthful story
Even though you are allowed to have certain creative liberties, your story needs to be logical and truthful representing the brand in a proper light. Someone who is advocate of healthy environment cannot be placed in the center of pollution scandal. Your product needs to show its real potential. If you do manage to sell a product based on the story alone and if the consumer realizes that you were falsely advertising it will only come back to haunt you.
As you can see, corporate storytelling is not something that you can come up with overnight. It is a powerful tool that needs to be a part of your overall strategy. You have to use it throughout your marketing. Nevertheless, even though it requires substantial efforts, it is the best way to position your brand invoking customer loyalty.