What’s storytelling in branding

A storytelling is the activity of telling or writing stories. In branding, a storytelling is more than content and narrative. The story goes beyond what’s a writer in the copy on a website, the text in a brochure or the presentation used to pitch to investors or customers. Your story isn’t just what you tell people it’s also what they believe about you based on the signals your brand sends.

Purpose

– In communicating their brands, businesses need to tell a compelling story that connects with its audiences on an emotional level. Every story requires a clearly understood central character with whom people can identify themselves and create a long- lasting emotional bond: the brand persona. Without a strong brand persona, the brand narrative lacks of a focus. The purpose of this article is to demonstrate how to identify a brand persona that captures a brand’s emotional story and builds long-lasting value for a business.

Design/methodology/approach

– This article defines branding and explores how to construct a story and persona that is relevant, important, differentiating, and motivating. It explores what makes a good story and a good brand persona, how to understand and connect to an audience’s implicit needs. Importantly, the article discusses new learning in neurology and how to communicate so that a brand speaks in an integrative fashion to both right- and left-brain thinking.

Findings

– Companies that do not tell a compelling and consistent brand’s story that speak to both the rational and the emotional needs of audiences risk creating a shallow, short-term “brand” that is easily destroyed by external factors. A strong brand story connects at a deep emotional level that is difficult to disengage. This brand story and the brand persona must be tended to, invested in, and go beyond “words” in order to ensure long-lasting and real value.

Originality/value

– Most brand work focuses on developing an understanding of explicit attitudes and developing messaging based on what people “say” they think. We belive that it is a process by which implicit attitudes are explored in order to construct brand stories and personas who connect on deep emotional levels.

One example of storytelling brand is Apple. Steve Jobs was the mastermind behind the iconic rise of Apple. He was a storyteller, he was very powerful CEO, and he infused his lair for storytelling with Apple’s brand communication.

Ségolène Camara

Claudia Soldevila

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