10 Surprising Reasons Storytelling Boosts Branding

Great stories can turn everyday use of your product into a special ritual that people look forward to and share with others, making it more meaningful. Google is a prime example of this having wedged its way into our lives, not just as a brand but I functional part of our vocabulary where the name ‘Google’ has become a replacement to the word ‘search’ i.e. “Have you googled it?”.

Numbers and stats can feel cold, but when they’re wrapped in a story, they become relatable and memorable, turning dry data into something people care about. An example of this is Dove’s Real Beauty campaign that used photos of diverse women from a range of ethnic and demographic backgrounds. Spotify killed this with data driven ads that incorporated humour by using data to make statements about users’ listening habits.

Storytelling lets you bring your products or services to life as characters that people can relate to and form a connection with. Compare the market demonstrates this through their memorable Meercat with a unique personality. Metro Trains also achieved this through the campaign, Dumb Ways to Die. This campaign successfully communicated a sensitive topic in an easy-to-digest approach. In addition the characterisation and comical nature enabled versatility and the ability to productise the campaign into a mobile game to reinforce the message on an ongoing basis.

A good story makes it easier for people to choose your brand by showing how you solve their problem, making the decision feel clear and simple. The series of Specsavers ads promoting the line ‘should’ve gone to Specsavers’ is a perfect example of a brand guiding consumer decision. Another ad that showcased this was Snickers’ ‘you’re not you when you’re hungry’ campaign.

Stories use timeless characters like heroes, mentors, or rebels. These naturally resonate with people and help them connect to your brand on a deeper level. The Ajax Spray and Wipe TV ad demonstrated this showcasing a musical ad that proposed a problem where the product became the hero to save the day.

In a world full of ads, a genuine brand story can cut through the noise and make people feel like they’re building a real connection with you, not just being sold to. Aldi’s ‘good different’ slogan and ads achieve this with a simple memorable statement that is true to their products and positioning in a saturated market.

When people hear your brand’s story, they tie emotions to it, so every time they think of you, they also relive those positive feelings. A well-known example of this is Qantas’, the Spirit of Australia, ad. The epic ad evokes an array of emotions leaving you with goosebumps ending in the inability to associate negative emotions with the brand.

A good brand story doesn’t have to be rushed. It can unfold slowly over time, keeping people hooked and excited for what’s next. Take AAMI’s Rhonda and Ketut for example. This campaign created a series of TV ads that followed the story of two lovers, leaving viewers on the edge of their seats waiting for the next ‘episode’ of Rhonda and Ketut’s story.

When your story hits home with your audience, they’ll want to share it, turning your customers into brand advocates who help spread the word for you. Coca-Cola masters this with campaigns revolving around communal activities where the product is key. An example of this is their campaign ‘share a Coke with a friend’ allowing people to print their names on coke labels and then have a drink together.