Have you ever wondered why we are so attracted to stories? What is it about stories that make them such an inherent part of human interactions? How are they so subliminally integrated in our exchanges that they end up connecting us to profound issues and shaping our perspective of the world around without us even realizing it?
As a marketer, I believe that stories are easy to consume but storytelling is a difficult art to master. While storytelling is a part of almost every communication endeavour of a brand marketer, delivering a persuasive narrative that establishes sustained emotional connection with the consumer is a job far from easy. This is made more challenging in an overly automated and digitally driven era, where attention spans are becoming shorter on the back of instant gratification and people are losing touch with real connections gradually.
For businesses however, to win the curiosity, preference and ultimately loyalty of customers in an environment like this, it is important that brands harness the power of storytelling. A powerful brand story is one that is compelling enough to help the customer dawn upon a realization he/she may not have had previously. Marketers can deliver this realization by identifying customers’ deepest-set insights and finding what differentiated values and reason can be offered to audiences in a cluttered marketplace. For new age marketers, effective brand storytelling is the answer, no matter the question