Why Does Brand Storytelling Matter?
The newest buzz word in marketing across all industries is our long-standing mantra of what great brands are built on: storytelling. We’re seeing calls for storytelling not just in marketing but also in sales and finance. And honestly, this is a long time coming. Why does brand storytelling matter? We thought you’d never ask.
💬 As Humans, We Need Honest Storytelling
True brand storytelling can’t be created with AI. At its core, this is a human-driven result that is designed to appeal to real humans, not bots. The best brand stories are crafted by marketers who can objectively articulate key differentiators and weave them into a compelling narrative that is honest and engaging. Simply put, you cannot fake your way through building a solid foundation. Now more than ever, we are craving honest stories that move us.
Does AI have a place in marketing? It certainly can – take competitive research and deep dives into data for example. But when it comes to creative storytelling, it’s best to let passionate humans you can trust to tackle this all-important task.
⚓ It Creates a Critical Foundation for All. The. Things.
A solid brand story sets the stage for all creative and campaigns. Everything from your logo, fonts and color palette to your digital and experiential plans should be driven from your brand’s story.
Just like an actual foundation of a structure, brand storytelling creates a space where meaningful and beautiful things come from. It also needs to be embraced by all of the people that matter in sharing your brand story. Everyone in HR, sales, customer service and yes even finance should be able to enthusiastically share the brand story and why the target audience should care.
👌 It’s Iterative and That’s OK
Really good brand storytelling is actually an iterative process that always must evolve (another HCG mantra). All of the most iconic brands that have stood the test of time embrace change to meet the needs of its audience and are ok with adjusting as needed.
This does not mean that a brand should completely reinvent itself when market dynamics shift, but it does mean that a brand’s storytelling must read the room and be agile. Consider this a benefit to being creative and growing with your brand. It’s easy to get comfortable, but we all know change is where the magic happens.
Nothing is more thrilling to us than developing or evolving a brand’s story. So from human to human, if you need a gut check we’re here for you.
And in case you’re wondering, not one word of this was written or edited by AI.
