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What Story is Your Brand Telling?

November 12, 2021
May 1, 2023

What Story is Your Brand Telling?

Chris Rupp

In a sea of competition, it can sometimes feel like you’re a little fish in a big pond. Today’s consumers have so many choices that we feel like we need to compete on price, quality, shipping, customer service, anything to give us an edge over the competition.

As consumers, the products we remember are from the brands we like.  But as marketers, it can be hard to get people to notice your brand let alone like it. Getting customers to like your brand has so many long term benefits.  For one, customers who like a brand tend to spend more with those brands over time.  Second, when someone truly likes your brand, they tend to stick with you through recessions, price increases, the good, the bad, the ugly.  And third, when customers like your brand, they tend to tell others about your brand for you (free advertising, amirite?”)

Customers for Life

Getting those customers for life is always the goal, but how can we get there? At Red Shark Digital, we often ask our clients, “What story is your brand telling?” Sometimes clients look at us bewildered, do they mean our elevator pitch? Our slogan? Our images in our ads? Your brand’s story - and how well you tell it - is really what attracts consumers today.  The Internet has made shopping incredibly easy, and incredibly difficult, as millions of companies are at your fingertips 24/7.  What sets you apart from your competition? It better be more than price or quality.

For instance, as a part of the millennial generation myself, they are some of the most savvy consumers we’ve ever seen.  Not only are they deal hunters, but they also want to spend money on brands that make them feel good.

So how do we move beyond the transaction with our customers? How do we become a brand they not only buy from, but sanctify. We can accomplish all of this through brand storytelling.

What Does Brand Storytelling Look Like?

I recently watched a workshop for business owners, where everyone was asked to stand up and explain what they do.  As they went around, it became apparent who in the room knew how to tell their brand’s story -- and who didn’t.

Some people kept it short and sweet (paraphrasing here):

“Hey I’m Jim from Paloma’s Gardens. We’re a commercial landscaping business.”

“Hi I’m Sara from Zen on 5th. We’re a yoga and wellness center.”

And others knew how to tell their brand’s story, like Erin.

“Hi I’m Erin. I own Little Bites snack company. When my daughter was 2, she was falling off the growth curve. Her doctor tested her for food allergies, and we found out she had a string of them - including a nut and dairy allergy.  I was determined to find foods that she could eat and would want to eat, but there was little out there. That’s when I rolled up my sleeves and decided to make my own recipes. Every night, after I put her to bed, I would make these treats for her to eat. I’m proud to say that what started in my kitchen is now being sold nationwide as Little Bites snack company.”

You be the judge - which introduction got your attention? I bet it was Little Bites’.

But Why?

Since the beginning of time, humans have used storytelling as a way to convey not only message but feeling. That emotional feeling we have about a brand is an intangible value that’s worth its weight in gold.  When consumers feel passionate about your brand, when they feel like you “get them,” that feeling will trump any rational feeling they may have about you.

Don’t believe in the power of feeling?

Ask yourself this:

  1. Have you ever stayed with a company who was more expensive because you felt like they treated you right?
  2. Have you ever driven out of your way to buy something because you once had a great experience there?
  3. Have you ever bragged to your friend about a product you just bought not because you got a deal, but because you liked the story of how the company got started?

The Power of Emotional Branding

Today’s marketing landscape is more complex than ever.  Navigating it without experts by your side is a tricky and costly endeavor.  The great thing about digital marketing is that it lends itself well to storytelling.  As marketers and creatives, we excel at bringing your brand’s story to life in the digital space. When we sit down with clients for the first time, we get to know their brand story on a personal level.  The entire time, our minds are picking up on ways to bring that story to life in the digital space.

What does that look like? Well it’s way more than I could fit into a blog post, but I can assure you that our team works hard to make your brand’s story come to life across your website, social channels and digital ad space.  Whether it’s by starting with new creative or launching an ad campaign that make your audience wonder how we got inside their heads, we know how to tell your story. And it won’t take long to feel the effects.

When you live your brand story, when your ad copy, social media, email marketing, and website all sing from the same sheet of music, your customers will want to join in too.  You’ll see more engagement on your social media. You’ll hear more testimonials from customers. You’ll have not only created a successful product; you’ll have created a relationship with your customers that will benefit you for years to come.

So ask yourself:

What story is my brand telling?

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