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Once Upon a Brand Telling a brand’s story is a helpful and effective strategy for sharing its values and services. By A.J. Kaufman
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torytelling and marketing are essentially the act of using a narrative to communicate a specific message, instead of traditional sales jargon. The goal is to help consumers understand why they should care about a product. Providing that answer via a story can fill that need. The four storytelling techniques are oral, written, visual and digital. With that in mind, as stories and storytelling move beyond simple business tactics to advance a cause, they sit at the very foundation of marketing. The importance of storytelling in marketing is straightforward. By enhancing an emotional connection and building trust in your brand, you're likely to also increase engagement levels and customer loyalty, which can result in additional sales.
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With 20 years of experience in the marketing industry, Jessica Johnson is a marketing strategist and partner with Evermore Co. Agency in Sartell. Evermore is a full-service creative marketing agency which has been in business for just over a year. The company has a client base ranging from well-known corporations to small local businesses, and
often used as a strategy for brand growth. “Think of it as sharing a personal story with a friend, helping them understand your experiences and relate to you emotionally,” Johnson said. “Effective storytelling in marketing strengthens the bond with your consumers by communicating your ‘why’ rather than just your ‘what.’”
“Effective storytelling in marketing strengthens the bond with your consumers by communicating your ‘why’ rather than just your ‘what.’” — JESSICA JOHNSON, MARKETING STRATEGIST AND PARTNER, EVERMORE CO. AGENCY
encompasses industries like retail, manufacturing, finance, healthcare, and real estate. The diverse range in clientele means that thoughtful storytelling is
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She explained that, while competitors may offer similar features and services, your ‘why’ is what sets you apart and affects a purchase decision.
Storytelling is the best way to convey your ‘why.’ “As marketing professionals, our goal is to evoke strong emotional responses among those who encounter our brand,” Johnson said. Incorporating storytelling into marketing “allows for imaginative concepts with powerful words and imagery and can extend beyond just words and images by engaging all five senses.” When done right, Johnson believes storytelling fosters and ultimately delivers positive feelings toward a brand, builds loyalty to your products or services, and encourages engagement with that brand. “Storytelling drives loyalty, because emotions influence buying decisions,” she said. “Individuals are seven times more likely to choose a brand they feel an emotional bond with, rather than being subjected to direct sales tactics.” Johnson encourages marketers to make their audiences feel entertained or valued, because then they are more likely to participate in a campaign across social media, leave testimonials, give referrals, and make repeat purchases. She outlined some memorable brands that have used storytelling to their advantage in different ways. Campbell’s took a nostalgic approach to a storytelling campaign, tapping into people’s love of reminiscing. As an example, Johnson cites