BRAND CAMPAIGNS ARE COMPLEX
I think Carabiner Communications nailed this infographic. One look at the infographic and it doesn’t take long to tell that marketing your branding campaign can be complex. One thing business after business is finding is that you need to effectively share your company’s unique story (or stories). You want people to get to know your company. Your goal is to distinguish yourself from all the other companies sitting in the space. That could require radio, tv, film, newsprint, and personal interactions through social media, interactive technology, and in-store, online, or over-the-phone interactions. Each one tells a story about you. Being prepared and active in telling your story can make the difference in success or failure in becoming an established, trustworthy brand.
STORYTELLING BRANDING CAMPAIGNS CAN INCREASE BRAND AWARENESS
Companies that know their story and tell it in a consistent manner can spread a cohesive message about who they are. A storytelling branding campaign seeks to make your audience aware of who you are by affecting all of their senses. As they experience your story, they begin to develop an awareness of who you are and what they believe about you. A well-designed storytelling branding campaign will increase general brand awareness in the market by distinguishing your company from all others.
STORYTELLING BRANDING CAMPAIGNS CAN INCREASE BRAND LOYALTY
Harry Potter is a likable fellow. At least millions of people believe he is. People have identified with the young wizard hero for years now. Harry Potter books, movies, posters, and now amusement park tickets continue to sell out because people know his story and feel connected. The same is true of SpiderMan, Batman, the X-Men, Captain America, and Iron Man (though you might have to pick a side on those last two). What a good storytelling branding campaign does is create a persona that people can relate to and will support. New customers might instantly express some form of loyalty after experiencing your story. Over time your more seasoned customers will grow closer through your stories and can express even deeper loyalty which can spill over into purchasing other product lines that they may not have had experience with in the past.
For more on Branding, check out our blog series: