What is brand storytelling? Brand Storytelling is the use of authentic, emotional stories by an organisation to drive growth and foster customer loyalty. It represents a new era of integrated marketing communications where brand-funded content is integrated across a variety of media channels and go-to-market activities operated by an organisation.
This can include social media, martech software, digital marketing, SEO, SEM, public relations, advertising, events, brand strategy and messaging.
Brand storytelling in a nutshell
The best brand storytelling campaign or owned media channel looks to deliver a single message or story narrative consistently across multiple channels. Brand storytellers look to achieve the right balance between an audience-centric approach to the story and commercial objectives. These objectives could include raising brand awareness, changing consumer perceptions, and increasing revenue.
The organisation’s brand storytelling chief typically occupies a marketing, communications or strategy role, giving them the ability to balance these competing demands and achieve the required outcomes.
Why brand storytelling is growing
Changing consumer habits are driving the growth of brand storytelling strategies. Consumers are mobile device-centric, actively avoid interruption-based advertising, and choose from a wide variety of information and entertainment sources.
Importantly, consumers are engaging with brand-funded media that offer high-quality, informative and entertaining content experiences.
Consumers no longer default to mainstream content and news providers, instead rely on a mixture of social filters, niche content providers, software aggregators and social media to stay connected and entertained.
Augmented Reality and Virtual Reality platforms are also entering mainstream experimentation, fuelling the rise of brand storytelling as companies use this technology as a new way of engaging customers.