The Science of Storytelling in Branding

There are many efficient ways to provide an overview of the services and goods your brand offers such as purpose-driven product descriptions, reviews and feedback, brand statistics, a thread of the most popular products, and the percentage or number of customers it has gathered over the time. These ways have proven themselves useful to establish a foundation of the brand in the market. With social media, brands have the freedom to create an entire spectrum of content catered to the audience, which helps in increasing interaction between the customers and the brand. But what could be the one thing that achieves all of those goals?

Storytelling

It is not giving information, which is better relegated to aspects like product descriptions, targeted ads, email-based newsletters, and customer service. Storytelling is the art of creating a narrative that is timelessly flexible and shares the same values as the customers through the content. It should be effortlessly executed, with lucidity and contextual flow. Storytelling is the very essence that sets brands apart from each other.

When it comes to putting a message out about a product, an overly passed inflow of information is easily forgettable, or overwhelming. When the product is seamlessly integrated with a narrative, it is memorable, appreciated, and engaging.

There are certain elements a narrative needs to create a bond with the audience.

1. Plot: The entirety of the narrative decides its flow and intention, and a well-mapped plot cements a good exposition of the same. Naturally, a plot comes with a beginning, a build-up, and an end. It should be natural, with well-developed plot points for continuity.

2. Conflict and Conflict Resolution: The key element that connects the plot with the product is the introduction and the resolution of a conflict. The purpose of the product should blend with the plot points, highlighting the conflict and how using the product is resolving it. The content should not be extremely informational; only the important points about the product should be expressed in the narration, attaching them with the resolution.

3. Character: The content of the narrative brings better clarity when a character is shown using it. The audience can relate to the character and feels heard when the conflict is expressed. When the audience sees the product being used by the character to resolve the same conflict, many things are achieved. It is shown that the product is extremely functional, easy to use, and memorable in its execution. The audience interacts with the content for the product, buying it, reviewing it, and recommending it ahead.

The content should be empathetic and inclusive, especially representing the target audience for better engagement. Storytelling keeps the audience hooked on the narrative, and they find themselves invested in what the product has to offer. They associate it with solutions and talk about creative execution.

The narrative could be varied:

1. Information: Relevant information could be delivered without saturation in the form of case studies, simplified experiments, and surveys.

2. Education: Blog, infographics, articles, infographics, and videos explaining the key aspects of the product back by scientific or sociological facts brings clarity.

3. Entertainment: Memes, delightful parodies, satiric content that represents the brand personality add to the audience interaction.

4. Culture: Representing the culture of the target audience, of the brand is impactful as it shows regard to the roots and receives appreciation.

5. Norms: Displaying the product playing a central role in reinforcing a social norm brings quick acknowledgment from the target audience.

6. Stereotypes: Short documentaries, videos, and other narratives defying stereotypes earn widespread attention and acknowledgment.

A story delivered well means a product is unforgettable and sold. The story should be compelling in its intention as it makes the audience imagine themselves in the situation, and the conflict resolution gives them a sense of accomplishment, urging them to buy it.