SCOTT BONVISSUTO likes to refer to the storytelling technique his company employs as showing vs. telling. For example, when disseminating information to your audience, it is easy to fall prey to pounding them with technical information that too often falls on deaf ears. But, if you can craft a story that shows a “day in the life” of how your audience uses your product or service, your messaging tends to come across stronger and will be more memorable.
For Bonvissuto, CEO of Console Vault, makers of in-vehicle safes designed to protect your valuables from auto theft, the art of storytelling is not about spec sheetsor quality certificates; it is about real-life stories. A successful brand narrative focuses on clear and easy to understand messaging. By incorporating some sort of emotional resonance, brands can further connect with their audiences and make the story more personal.
TO STAY CONSISTENT TO YOUR BRAND’S TRUE VOICE, YOU HAVE TO UNDERSTAND THE PURPOSE BEHIND YOUR BRAND’S STORY. AIM FOR AN EDUCATIONAL AND/OR ENTERTAINMENTBASED APPROACH VERSUS AN ‘INFO-DUMP’ APPROACH.”
— SCOTT BONVISSUTO, CEO OF CONSOLE VAULT
“A good brand narrative should aid in building trust with your customers and be tailored to your audience needs/core beliefs,” Bonvissuto says. “Make sure it is something that differentiates your brand apart from competitors. We have had both successful and unsuccessful marketing strategies over the past 20 years. The strategy that stands out is one of simplicity, yet powerful in meaning: ‘Over 20 years. More than 300,000 thwarted smash-and-grabs.’ Highlighting your brand’s longevity, coupled with tapping into an audience’s needs, tells the story of a trusted brand with the experience to provide quality protection.” And while the strategy seems pretty clear cut, Bonvissuto says too many brands are apt to miss the mark in what truly sets their brand apart from the competition. The key, right from the playbook, is to establish a strong brand voice and be consistent in that messaging across all platforms.
“Engaging with your audience and paying attention to how they interact with your messaging is important. You must be able to provide valuable insights to help adapt and keep your brand relevant and relatable. A brand voice that can evoke emotion in your target audience helps personify your brand, and make your story more relatable and memorable.”
But before you can captivate your audience, you must understand who they are, which sits at the true center of the art of storytelling. If you know who you are talking to and why, the strategy is easier to see. “To stay consistent to your brand’s true voice, you have to understand the purpose behind your brand’s story,” Bonvissuto says. “Aim for an educational and/or entertainment-based approach versus an ‘info-dump’ approach.”
PUTTING EMOTIONS TO WORK
When Cathy McPhillips thinks about the best brand stories out there today, her mind always goes to Nike and Coca-Cola, both of which have found the mastery in connecting the human engagement element to the heart of their messaging. Nike’s “Just Do It” and Coca-Cola’s “Share a Coke” campaigns have remained iconic examples of effective storytelling at its best. Nike’s approach works because it goes beyond selling athletic wear, inspiring people to overcome challenges and pursue their goals, while Coke made personal connections by having people look for their names on bottles or encouraging them to buy one for a friend.
“The key is fostering connection,” says McPhillips, Chief Growth Officer for the Marketing Artificial Intelligence (AI) Institute. “And while they are big brands with big budgets, the approach is doable for all brands. By tapping into universal human experiences and emotions—even with their products in the picture— they nurture a strong emotional connection with their audiences.”
In today’s ever-changing marketing landscape, McPhillips says finding the emotional center of your audience through your brand is critical, if not mandatory. “Emotion is central to storytelling because it fosters a deeper connection between the brand and its audience. Brands can effectively incorporate emotion by telling stories that evoke feelings such as joy, inspiration, empathy or nostalgia. Using real-life testimonials, relatable scenarios and visually compelling content (think user generated content) can help evoke these emotions.”
From where McPhillips sits, AI is becoming an even bigger player in this role by assisting in analyzing emotional triggers within audience data and helping brands create content that resonates emotionally. The key is to be genuine and ensure that the emotional tone aligns with the brand’s identity and message.
“Consistency across all touchpoints, and a well-defined character or voice can help make your narrative more engaging and memorable. Incorporating AI tools can enhance this by analyzing customer data to tailor narratives that resonate more deeply with specific audience segments. As [content marketing thought leader] Joe Pulizzi said about content marketing: ‘Consistent, relevant and valuable.’”
In the end, the key is being able to measure the impact and effectiveness of your storytelling efforts, which can be done through various metrics, including engagement rates, social media shares, website traffic and conversion rates. In addition, qualitative feedback from customer surveys and focus groups can provide valuable insights into how your stories resonate with the audience. More marketers are leaning on AIpowered sentiment analysis on social media to gauge the emotional impact of their narratives. Additionally, AI can help track and analyze these metrics in real time, providing actionable insights for continuous improvement. Check out the tools you’re using and see if you have dug into all the capabilities out there.
CONSISTENCY ACROSS ALL TOUCHPOINTS, AND A WELL-DEFINED CHARACTER OR VOICE CAN HELP MAKE YOUR NARRATIVE MORE ENGAGING AND MEMORABLE.”
— CATHY MCPHILLIPS, CHIEF GROWTH OFFICER, MARKETING ARTIFICIAL INTELLIGENCE INSTITUTE
While every storytelling plan has its own strategic focus, McPhillips believes you should start your blueprint by clearly defining your brand story and ensuring it aligns with your mission and values. “Be authentic and focus on building a genuine connection with the audience. If it makes sense for you, build a community. Test and iterate based on feedback and performance metrics, and don’t be afraid to be creative and innovative in your approach.”
For today’s brands, the heart of every story beats in its authenticity and relatability. More than just data and product specs, carefully woven stories help relay the characters, conflicts and resolutions of your brand’s messaging. By embracing the nuances of human experience, you are creating narratives that engage, stir and leave lasting impressions.
