Why Is Brand Story Important In Today's Communication?

Anindita Gupta Dec 31, 2022

In today's rushed, overly mechanical and technologically driven society, humanity is becoming more and more valuable. The internet's ease and rapid fulfillment keep us coming back for more, making personal touch increasingly rare and desirable. Businesses today cannot continue to operate as anonymous organisations. In order to thrive, brands must develop a personal connection with their customers, appeal to their emotions and engage them on a far deeper level than ever before. Storytelling about brands may help with that. A brand story is an essential tool, and it is what will eventually improve the brand's exposure, sales and engagement. Use it as a guide for your PR tools and strategy, which will result in a brand that's as profitable as it is appealing.

Brand storytelling is gaining traction in the marketing and communication industry, and for good reason. A brand narrative uses a story to connect the brand with consumers, with an emphasis on connecting the brand's values to those of the target audience. The brand's story is what gives it a soul. It gives a complete picture of what the brand is. It is what makes the brand unique. It has been scientifically shown that stories capture people's attention. In reality, stories boost brain activity. When we read or hear narrative elements, neurons begin to fire—and not just in the area of the brain that regulates the language center. Brands that use brand storytelling may see an increase in sales, consumer loyalty, and brand awareness.

Here are the reasons why the brand story is important in today's communication and the future of marketing:

Don't blend in; instead, stand out.

Businesses all around the world are spending billions of dollars to compete for seconds of attention from consumers who are bombarded with similar content. Because the internet has made marketing more accessible, it has also made it more difficult for excellent brands to stand out. It's not enough to have a good product or service; brands also need to know how to communicate about it in a way that sets them apart from the competition. Digitally integrated PR increases brand favourability in the eyes of your target audience by making brand stories up to 22 times more memorable than facts alone. For example, a food delivery service began delivering essential things like groceries during the epidemic. And through the brand story conveyed to people, you don’t need to leave their house; we will deliver everything from groceries to medicines.

Create a community instead of a consumer base

By utilising your story to create a deep emotional connection, start conversations, invite participation (without any conditions), and involve your audience in what you do as a brand, Making your brand a consumable experience is what will turn consumers who pay for your product or services because they need to solve a problem into a passionate community that will support your success, follow along, be loyal, and returns for more. For example, motorcycle brands have their own communities. Through brand stories and people, they try to make their own cult and be different from other brands.

Creating Curiosity in Your Brand Persona

Curiosity is a state of active interest, a desire to learn more. It turns the familiar on its head and asks if we enjoy it because it's familiar or because it's the best approach. It necessitates suspending judgment and adopting a readiness to rediscover something we've already discovered. Perhaps several times. PR helps to discover something new and meaningful—a new turn of phrase, a new way to think about the customer's problem, or a fresh perspective on the connection. A credit card payment app, for example, encourages customers to think about it by promoting a brand and arousing customers' curiosity.

Convey the greater purpose

It is both a critical component of every brand and a captivating brand narrative. Brands should always start with their own "why." Each brand makes an attempt to better people's lives, leave a little legacy, and do its part. PR helps communicate this purpose through a brand motto and story, which increases consumer trust and connection. It gives people a reason to interact with the brand. Through digital marketing and social media, brands can also create awareness of their brand through videos, blogs, and posts.

People will sense this, and they will buy from you before a rival who provides a comparable product or service. Be the brand that dares to be real in a competitive marketplace when everyone is focused on doing things quicker, more effectively and automatically. Demonstrate your concern for your consumers, even if it means (gasp!) slowing down or doing things differently. These are the brands that stand out and, eventually, become a legacy.