Using the power of storytelling to sell your brand
By Abimbola Mohammed
It’s tradition when we meet someone for the first time we ask questions to get to know them better. We get to listen to their anecdotes, ideas, opinions, cultures and beliefs. This is so we can also tell our own story (or some of it, at least) because the goal and sole purpose is for us to get connected.
In business the idea and rule are not different, because telling your own story is a critical part of building your brand. It helps to shape how people view your brand and enables customers to begin to connect with you or your brand.
When you are lucky enough to do this right, then you are going to be in a race with brands that are on the top lists. This will enable people to patronize you simply because they love what you do, what you stand for and the stories you share with them.
In fact, science has finally confirmed what we’ve long known to be true: we’re hardwired for stories. They lead to better understanding, trust, comprehension, receptivity and more. Just like we tell our kids some fables and fairy tales. We share episodes from the lives of important religious and historical figures via dialogues and stories. We connect, engage, and are moved… to tears, to laughter, to anger, to sympathy, to action.
“Storytelling is one of the most powerful ways to breathe life into your brand and is also one of the main components of a solid content marketing approach.” ~ David Campbell.
The trick of storytelling is to sell your truth; don’t lie about what your brand can offer because at the end your consumers aren’t stupid. If they think you’re fabricating stories and falsifying your brand, they will find out. At some point, the truth will come out and the “brand” you built will be in need of some serious damage control if it’s to survive.
When telling your story there are no ifs, ands, or buts there: just be 100% honest and genuine, 100% at all times.
“A good story makes you feel something and is universal. They want to grasp your values and your commitment to excellence; be inspired and intrigued. Storytelling is the most powerful way to convey these ideas.” ~Mark Truby.
According to Joe Teo, he defined storytelling thus: “Storytelling, when done right, will pull a consumer into the world of a brand to see a different perspective, showing them the bigger picture. The story is an invitation for someone to participate in something bigger than themselves, something they believe in.”
In this vein here are heaps of impressive brands that have leverage on storytelling techniques to reach the heart of its customers in the Nigeria market.
UNION BANK OF NIGERIA –ENABLING SUCCESS campaign had 3.8 million views on YouTube, the advert is an indigenous production, the television commercial was co-ordinated by brand agency, Image & Time and Nigerian-owned Lighthouse Television and Film works; and was shot in various cities across Nigeria.
Airtel Nigeria Over the years the company leaned on storytelling to promote its brand, “The In-Law” advert generated over 1.4 million views on YouTube likewise the “Amaka Must Go” advert got over 1.8million views on YouTube as well.
MTN Nigeria: “TRADITIONAL WEDDING DAY” advert recorded 2.6 million views on YouTube. The advert is one of the few adverts that make use of the power of storytelling for its brands. The video depicts how a groom used the power of mobile technology to fulfill the wishes of his visually impaired bride on the day of the traditional wedding ceremony. It subtly tells a story of how the power of technology makes it richer and beautiful.
Jumia Black Friday 2020 advert 1.8 million views while STANBIC IBTC- “ENABLING YOU TO BE YOU” generated over 2.1MILLION VIEWS on YouTube, United Bank of Africa advert “919 DANCE VIDEO” recorded 2 million views 2years ago”, P&G Nigeria advert “ARIEL ASSURANCE” recorded 1.4 million views in 2018, In 2018 GTBANK advert “COME LET’S EAT TOGETHER, GTBANK FOOD AND DRINK” also had 1.2 million views.
Looking at global brands that have used the power of storytelling to reach its customers, Nike, top one of the brands that are able to reach its target audience with the Just Do It advert.
Nike understood and has been leveraging the power of great storytelling longer than most people have been online.
In 1999, the brand released a one-minute “commercial” that commemorated the career of Michael Jordan.
Nike knew better than to push its brand down consumers’ throats. It understood that what would really make a lasting impression, and what would help build the brand and allow the company to sell more products in the long-term, was an authentic story.
With these records so far one would see that a good story is powerful and moving. It captures the heart and soul of viewers. In-view of this some brands are yet to meet this criteria.
What they fail to understand is that how you tell the stories, either to move customers emotions or to make them laugh or move to tears, the idea is to tell an authentic story that speaks what your brand actually does. Be honest while telling your story, Share what your brand is all about: your core values, purpose, beliefs, and mission. Create and share content, cultivate an active community, and tell the stories that matter to them.
The strong relationship between brands and their customers’ should go beyond product. People interact with thousands of brands every day of our lives. Brands that want to win need to capture stories of those emotions that embodies brand-consumer relationships.
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