In a world saturated with advertisements and marketing campaigns, it can be difficult for brands to stand out and truly capture consumers’ attention.
However, new approaches like brand narratives and brand storytelling have emerged in recent years, revolutionizing the marketing world.
By crafting compelling narratives around their journey, products or services, and values and ethics, brands have found a way to captivate audiences and create lasting emotional connections.
This disruption in traditional marketing tactics has opened up a whole new realm of possibilities, allowing brands to break through the noise and leave an unfading impact on consumers’ minds.
How Is A Brand Narrative Different Form A Brand Story?
To understand how brand narratives disrupt marketing, you must first understand the difference between a story and a narration.
A story is a 2D unidirectional tale that comprises events within a particular space and time.
A narrative, on the other hand, can be the same story told through different lenses (or viewpoints), spreading through multiple dimensions.
Therefore, for instance, if you own a fruit juice company, your brand story only goes to the extent of telling consumers that you’re producing the best juice using organic farming and the cleanest technologies.
Its objective is to put a statement out in the market.
However, your brand narrative will connect on a deeper and multiple level. It addresses multiple concerns like environmental depletion, veganism, cruelty toward animals, workforce wellness, and several other lenses.
It shifts your image from the best brand to the most thoughtful one, a scenario that prioritizes the connection more than the impression.
Creating A Brand Narrative That Stays
Now that you know what a brand narrative is and how it differs from the brand story, we shall help you understand how to create a brand narrative that stays.
Given below are the steps that brands follow to craft their individual narratives—
Step 1: Distinguish The Consumer Base
To form a brand story, identifying your audience would have been enough. You can spot the ones interested in your product/service and approach them with your story.
However, when it comes to narrative, this approach developed further. It is no longer a one-dimensional question of “who to approach.” Rather, you must also know how to approach the particular target.
The simple reason behind this is even if you are the best branding agency in Singapore, you cannot go up to everyone and narrate the same story and expect to create an impact.
Therefore, you can divide the vast global consumer base into different groups according to the given aspects:
- Media Access.
- Behavioral Tendencies
- Psychological Characteristics.
Step 2: Picking Up A Compelling Lens
Now that you’ve categorized your customer base, you must decide on the lens to wear when presenting your product/service to each of these groups.
This entails another major feature of narratives.
Unlike stories, narratives are conversational. Therefore, every lens you pick must have a means of communication where light passes through each side.
When you’re approaching a categorized target, you are reaching out with a solution to a problem they’re facing.
For example, software companies can offer user-friendly accounting software to small business owners, addressing efficient automation and financial recording.
On the other hand, they will face challenges in convincing decision-makers in big companies who are resistant to change with the same narrative. To overcome their challenges, software companies need to come up with more complex modules like sustainability and cost-cutting and address global concerns to win.
Step 3: Selecting The Perfect Tool To Present The Narrative
Last but not least, the tool or medium of narration plays a pivotal role in brand narrative creation.
The tool or medium of narration can shape how a brand’s story is told and perceived by its audience.
Whether it’s through written content, visual storytelling, or audiovisual presentations, the choice of medium can greatly influence the emotional impact and engagement levels of the brand narrative.
With the commencement of social media, brands now have a plethora of options to choose from when it comes to selecting the tool or medium of narration.
Platforms like Instagram, YouTube, and TikTok offer visual storytelling opportunities, while podcasts and audio platforms enable immersive narratives through spoken words and sound effects.
These versatile mediums enable brands to tailor their storytelling approach to suit their target audience and effectively convey their message.
Grand Brand Narration
The shift toward brand narratives has revolutionized how companies approach marketing and advertising.
Instead of bombarding consumers with sales pitches and product features, brands are now focusing on creating an emotional connection and building a relationship with their audience.
This approach allows brands to stand out in a crowded marketplace and differentiate themselves from their competitors.
It also enables them to communicate their values, beliefs, and purpose, which in turn attracts like-minded consumers who align with their brand’s story.