Wright Agency

If no one has told you before, your brand is not in control, it’s the consumer. That’s why you should concentrate your brand storytelling efforts and dollars on the people keeping you in business – your customers. Why is it that important?

You see a billboard ad for your favorite athletic wear brand promoting their new running shoes. You are now looking at the billboard, feeling a connection between you and the brand because using its products makes you feel like the person you aspire to be. How did the brand succeed in making you [their target audience] feel that way? Brands that leverage conveying empathy and creating an experience succeed in what is called “brand storytelling”. In other words, their storytelling goes beyond the product or service they offer. These brands leave behind their brand ego and focus on their target’s needs, desires, and aspirations. 

What is brand storytelling?

Brand storytelling uses narratives to create an emotional, value-driven connection between a brand and its customers. The more authentic the story is, the stronger the connection. By authentic, we mean real-life challenges that your target can relate to. These narratives better be indirect and without force-feeding people facts about your offerings, products/services, or company. 

Instead of telling people stories about your brand and product/service, focus on sharing relatable stories about life experiences that are valued by your audience and how you impact people’s lives with what you do. This helps you build a strong emotional connection with your ideal customer. This connection helps:

• Build brand awareness
• Establish trust
• Keep attention on your marketing channels

While this is an increasingly popular approach, some brands still create marketing campaigns that don’t involve the customer at all. Crazy, right? If you’re a brand owner or part of the marketing team, you have to know that placing the customer as the main character in your narrative is key to the success of your brand storytelling. Remember that customers or target audiences can skip your content today in just one click, and on the other hand, there is a wealth of content sources ready to catch their attention and build a connection. We only pay attention as humans and consumers to the things that are meaningful to us.  

A great brand story should include elements such as a compelling narrative, emotional triggers, and visuals that help bring the story to life. It should be able to evoke emotion in its audience and capture their attention. Additionally, it should be able to provide a unique perspective on the company’s values and mission.

Copywriters are often tasked with the challenge of turning product features into customer stories that showcase how customers are using the product to do amazing things. Hiring a professional copywriter can help you turn those “Oh, we should talk about all of these totally awesome product features” into “I brought a list of customers who are doing amazing things with our products.” there are plenty of reasons why focusing on your customer in brand storytelling is important. Wright Agency listed four of these reasons in the below section. So, if you’re still ignoring your customers in your stories, you have to continue reading.

Buyers are less likely to trust branded content

Customers are wary of corporations, so it’s no surprise that they go to influencers, peers, and even celebrities for reliable recommendations on new items. Influencer marketing is effective because influencers cultivate a devoted following of like-minded individuals who learn to trust them and their thoughts. Followers think the influencer has utilized the product they are advertising and found it to be of high quality. To be clear, before asking influencers to promote you online, you should provide them with sample items and guarantee they are happy. Consumers perceive goods from the perspective of the end user, not the designer or product developer. This enables them to promote things to other users more effectively than you can.

Customer-focused marketing has long-term SEO benefit

Giving customers the opportunity to speak for your brand results in more user-generated content and more engaged online followers. Including reviews and case studies on your website might boost your SEO. Possessing those videos on YouTube might also assist you in ranking for specific keywords. And what happens when you interact with delighted consumers on social media? You appear in the SERP. When you have great encounters, you should post them on your platforms and look for methods to incorporate them into your website for added SEO benefit.

TIP! Bragging about your company and brand is still necessary. However, it belongs to the About us page on your website. Incorporate your customers in your storytelling by dedicating a Customer Reviews page that includes written or video reviews or case studies from customers highlighting their positive experiences

Customer stories reduce the information cost for your prospects

Providing prospects access to genuine customer case studies may save them numerous hours or days spent making reference calls, researching rivals’ services, and seeking internet testimonials. Authentic client stories shorten the evaluation process and boost the chance of a sale. Also, Allowing them to educate their peers and share their ideas can encourage them to advocate for the brand even more passionately in the future, making them more loyal in the long term. It’s a win-win situation for both your brand and the customer.

Word-of-mouth marketing is still king

Big brands, like Tesla and Nike, still use this strategy (WOM). Why? Because it simply works. In fact, shifting marketing to a customer-focused strategy can be sound for small and medium enterprises as well. 

Here’s what to do to get the most out of internet reviews:

• Give incentives for customers to submit reviews.
• Use social listening to find out what your customers are saying.
• Use surveys to get feedback on the services/products you provide.
• Include social media connections to make it simpler for consumers to inform their friends about their experience.

There is a time and place for companies to tell their own stories and demonstrate their value propositions to the public. But, if you spend your marketing resources on advertisements that list five reasons why a consumer should buy your product, you’re doing it incorrectly. Certainly, building customer success stories takes time. Your team may be lacking in content authors. Also, scheduling consumer interviews and obtaining approvals takes time. Outsourcing to an experienced writer with industry understanding to assist with process coordination and initial draft creation can save your team so much time.

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