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How brand story influences company perception and sales
In the past, brand story alone was an effective tool for building loyalty. However, audience behaviour is changing, and so is the market. It is no longer enough to tell an interesting story. It is important to adapt it to the different target groups’ needs and expectations.
One of the key elements of brand storytelling that helps to engage consumers is authenticity. People need to feel the sincerity of the story, so it needs to be deeply embedded in the company. It is also important to remember that the brand story is the foundation of the entire positioning strategy. So you need to make sure it remains relevant and resilient over the years.
How to get the right result
When developing a strategy, experts recommend adhering to the following principles:
- Marketers should not be the sole creators of a brand story. Otherwise, it will be flat and will not resonate with consumers. To make the story come alive, you need to involve the company’s employees, customers, and partners in its creation. This will help make the story realistic and emotionally engaging.
- The use of cognitive diversity will be a useful tactic. This approach involves people with different professional, cultural, and value backgrounds. This diversity allows different perspectives on the brand story, making it more comprehensive and relevant to a broader audience. In addition, cognitive diversity facilitates deeper analysis and an out-of-the-box approach to solving business problems.
- Narratives play an important role in brand reinforcement. They are the basis for creating a storyline, aligning the internal essence of the company with its external representation.
- You shouldn’t limit the narrative to just promoting the product. The story should be versatile and adaptable to cover all areas of the business. It must represent the brand as a whole, not individual product lines.
- Support the storytelling with real-life actions. The key messages in the story should be validated by the day-to-day operations of the business. The brand’s mission, goals, and behaviours must be consistent with the stated narrative. Otherwise, audiences will quickly spot the inconsistency and may lose trust. And without trust, the story loses its meaning and effectiveness.
A strategic approach to brand story
Brand story is a complex, long-term strategy. If implemented correctly, it can significantly build audience trust and strengthen the company’s position in the market. However, the story will only be effective if it is supported by other elements of the brand strategy. For example, a company’s active social position can be a powerful amplifier of the narrative. But only if there are no contradictions between them.
The key ideas of the brand story should be consistently embedded in every point of customer interaction – from marketing materials to customer service. Patagonia’s experience is a case in point. The company builds a narrative that is perceived as authentic and genuine. This narrative not only helps to build loyalty but also mitigates the impact of even the most difficult business decisions.