The Secret of branding: How to attract new customers & Investors?

In an age when you are bombarded with a different ad every few seconds, what makes some of them stand out from the rest? The most memorable ads are those that have been able to share an amazing story, because its creators recognized the importance of sharing one that is truly unique. Stories are a really powerful medium to connect deeply with the prospective customers or investors, as they have the potential to activate seven regions of the listener’s brain.?

Storytelling takes many forms, from the folk tales your grandmother told you during bedtime to quietly written prose in your personal diary, from riveting accounts in the news to your daily dose of soap opera. At the end of the day, there’s simply nothing that beats a good story – it has been giving our lives meaning since the dawn of time .

?What makes for a good story?

Let’s be real -- the art of storytelling is not always easy, especially from the perspective of a brand. While an amazing story can influence minds for generations, a mediocre one can do more harm than good. It is almost a mystical and awe-inspiring talent to have these days. But developing a powerful story is really worth the effort.

?For a start, you must aspire to balance major elements like using appropriate language, gaining a deeper understanding of your target audience and channeling your creativity. Further, by using eye catching visuals through multimedia campaigns, you can make a lasting impact in consumers’ minds. Compared to hearing a message, customers are likely to retain more information about your product if you pair it with an image or any kind of visual – that’s why your story should have visual elements that are emotionally compelling.?

Where does storytelling and branding connect?

?Everywhere you look, the most successful brands have a definitive story that carries through all their product lines. For instance, Apple presents its brand as one that defies the norms in society, while Fitbit tells the story of wearable technology that promotes health and fitness in daily life. In the process, Apple not only established a deep emotional connection with its customers but also it created an army of fans that wait in night long queues to buy Apple products at a premium price.

?Thanks to digital technology, consumers expect a lot from businesses and are constantly scrutinizing anything that goes out into the world. From the kind of products you sell to how you communicate, everything is easily accessible, which can be both good and bad. The tough part is that you need to work harder to push your brand out there, and convince the customer that your brand is the one they want.

Having a clear and engaging narrative can make a lot of difference when it comes to elevating your brand. As experts have observed, consumers make most purchasing choices at a subconscious level . This is where storytelling comes in – don’t be afraid to share the stories behind how your company started out or what your most loyal clients are saying about you. Here is your chance to open up about the highs and lows, the success and failure of the brand’s journey. Remember, it’s no longer about placing an ad in a retail store or on a highway.

Stories add premium to your product

A study found that a painting became 11% more valuable when the artist’s story added below it. Adding premium to your product or brand can improve ROI significantly and it will give you an edge in the market over your competitors. Competitors can easily copy or replicate your product but they can’t copy your story and that's where your USP lies.

Sharing Content That Is Authentic

Businesses succeed when they set themselves apart from the rest. Once you have gone through the steps of grasping the target audience and narrowing down the kind of brand language and visuals you want to associate with, your brand story is well on its way. A?Meaningful Brands Study demonstrated that companies that cultivate authentic brands enjoy better returns on key performance indicators than those that don’t.

At this juncture, you need to pay attention to the type of content created and ensure that there is a bigger picture to anything you share with people – whether it’s on the website, blogs, presentations, social media or even recruitment ads. The content strategy you craft should be consistent in order to promote the feeling of loyalty to the brand – this is only possible when the narrative you share represents the heart and soul of the company. A recent trend now is data-driven storytelling, which involves presenting statistics related to the brand in a fun and immersive way.

Storytelling for fundraising

Whether you are raising money for your business or for a cause, stories play a vital role in your success to raise capital. Investors are more interested to hear your stories rather than your product features, so when you raise funds, try to sell your story and not features. Stories establish a deeper emotional connection with your audience and encourage them to take action.

We see many pitch decks with good business ideas but they are often poorly presented, so if your deck isn’t getting a good response, revisit the story and see how you can write it better. “Storytelling and fundraising are both, at the core, about empathy.” It can help your immediate networks better understand what you are looking to achieve, and encourage others to get actively involved with your brand. Once you are able to blend both storytelling and data, your company can bring attention to the uniqueness of its products and further use these skills to gain traction from potential investors.

Final thoughts

As you work on mastering the technique of storytelling, always prioritize how the message will make people feel. The right combination of storytelling and media outreach can get you closer to your prospective consumers and investors like never before.

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