The Power of Storytelling in Product Branding
Product branding is not just about having your logo printed on products, a website that only tells customers the cold hard facts, or social media platforms that are so inconsistent that customers have no idea where your company starts and where the brand ends – it’s about telling a story. Consumers are interested in the story behind the brand, and we at XCO Group would like to share with you how, through content-marketing campaigns, you can drive sales and increase customer loyalty.
How Does a Brand Story Work Relating to Product Branding?
Before we start telling a story about how to get your brand recognised through storytelling, we would like to share with you how a brand story works:
- It targets an audience with unique problems.
- Your audience then hears how your brand shares their values and how their problems can be solved.
- The story you tell will connect with them emotionally and see to their wants.
- This will move them to take action.
- This action increases your brand visibility, resulting in profits.
How to Build Brand Awareness
At the very core of storytelling is a narrative that captures your audience’s attention and connects with them on an emotional level. By using this same strategy for corporate branding, you have a powerful tool in your arsenal for building brand awareness, and this is how you can do it:
- Build an Emotional Connection with Your Audience Building an emotional connection with your brand through storytelling creates a sense of loyalty and trust that is essential to the success of your business. By tapping into emotions such as happiness or nostalgia with your content, customers develop a strong emotional attachment to your brand. Your customers are more likely to do business with you if your simple, yet compelling authentic narrative connects with them. Word of mouth is still the widest form of marketing, and a story that resonates turns customers into brand ambassadors.
- Stand Out Amongst Competitors In a world that is flooded with brands, each claiming to be better than the next, it can be a challenge to differentiate your corporate branding. This is the time to define who your brand is, what it stands for, and of course, why it exists. By aligning your brand’s values, mission, and vision statement with your product branding and by showcasing these through your unique story, you will set your brand apart.
- Know Your Audience Creating your product branding campaigns around a brand and not an audience may see you fail before you have started. Knowing who your brand is talking to, as well as their likes and problem points is the basis of successful marketing. Your stories will only relate if you know your target audience.
- Humanise Your Brand Humanising your brand makes your business more relatable and approachable. Tell a personal story about the people that have been the building blocks of your company and add in a tale or two of your brand’s journey. Be authentic, as this will create a more personal and trusting connection with your customers. Let them know you are human.
- Engaging with Your Brand Tell a story that will spark conversations by making it engaging and interesting. This is your time to foster customer participation around your brand. Through user-generated digital campaigns that can be launched over a multitude of platforms, you can get your customers to tell their own stories and share some of their experiences centered around your products and services. Adding a couple of quizzes, polls, or games encourages them to participate and has the bonus of getting to know your target audience better. Let your customers feel that they are part of a larger community.
- Visuals Enhance Your Story A picture paints a thousand words, so get “painting”. Photos, videos, and eye-catching graphics add creativity to your story. Strong visuals combined with a compelling narrative that reinforces your brand message will certainly draw attention and keep customers engaged. Storytelling will make your brand more relatable, create a memorable impression, and most importantly, build trust with your customers. The ROI of product branding is a direct result of the powerful narrative your story has spun.
Benefits of Product Branding through XCO Group
The trick of incorporating storytelling to gain brand traction is to shift your focus to the customer, which our experts at XCO Group can assist you with. We are a company that is passionate about branding and the potential it offers your business through creative content marketing as well as digital media marketing. Letting us help you tell your story will be far more compelling than traditional motivators, such as price. If you are after a “happily ever after”, contact the digital marketing team at XCO Group.
