How Storytelling can help businesses build real connections.
Today we live in a fast-paced technology driven world. In order to stand out and grab someone’s attention an emotive connection needs to be made. What most people want in life is to have real-life connections, feel they are part of a bigger community and that their opinions do matter. People want to be understood and will identify with brands that they can relate to on a personal level.
Over the years the internet has expanded its reach into numerous digital channels such as: Instagram, Facebook, Twitter, YouTube and even voice technology such as Alexa and Echo. In this evolving over-saturated digital market, it is more important than ever for brands to make a memorable connection.
How can a brand make this type of emotional connection with their targeted audience? Get back to basics – build brand loyalty by pulling back the layers and defining what truly makes the brand human? Define what is unique about the product, business or service. Only then can a meaningful story begin to be told.
One great example of emotive story telling is Subaru’s “LOVE” campaign. Love of the product, love of the brand and love of what Subaru means. One commercial in particular that I can relate to is the memorable story connecting the viewer with the experience of bringing their newborn child home in their Subaru. Years later, that same parent is handing the keys to their now teenager, who then drives off in their parents Subaru as they wave goodbye. I can personally relate to this story, as I too brought my newborn son home in our new Subaru 17 years ago, and now I am passing this car down to my son. I am now a loyal Subaru buyer and will be shopping for another Subaru very soon.
Everyone can connect to a good story. A truly good story engages the reader, gives meaning to what is being told and evokes a feeling. Consumers make decisions based on emotions not logic, for this reason, brands need to become more human. Story telling pulls at the heart strings, speaks to the values and ideas of what your brand is and why it matters. Once you create your brand’s authentic story you will be able to grow your audience, build brand loyalty and forever be more memorable.