Brand Awareness Comes From Good Storytelling
Consumers are constantly bombarded with messaging from brands left and right. Because of the highly saturated nature of advertising, businesses need to do whatever they can to make their brand stand out. Storytelling is a great method for brands to use to grab consumers’ attention. Be sure that the story you are telling is relevant to your brand and appealing to your audience. Stories are proven to be 22 times more memorable to consumers than a simple list of facts.
The Seven Elements of Dynamic Stories
- Weakness and Need – In your brand story, outline who the protagonist is and what they need. It is helpful to consider your target consumer as the main character and address their weakness or need.
- Desire – Your protagonist (consumer) is moved to action because of their desire. Although the consumer’s desire may be the same as their need, it is not always the case. Be sure to identify how your product is different from the competition.
- Opposition – Something will always stand between your consumer and the solution to their problem. Be sure to highlight how your service will benefit your consumer to overcome this opposition.
- Plan of Action – In your story, your consumer must have an action plan to overcome their issue and satisfy their desire. Ideally, your brand’s product or service solves their problem.
- Climatic Crisis Point – The climax of your story is when the consumer gets to the point in their purchasing journey where they must decide either to choose your brand or the competition.
- Self-Revelation – At this point in your brand story, your consumer has purchased your product or service and concluded that they found the solution to their problem.
- New Equilibrium – To wrap up your brand story, highlight how the consumer’s life was changed for the better once they discovered your brand. Consider promoting the sense of deep satisfaction a consumer will feel once interacting with your brand,
Read more about Brand Storytelling at forbes.com
