What is the role of storytelling in Branding?
Consumer
perception and interpretation of brand experience has a lot to do with
storytelling. Consumers use personal and shared stories to interpret their
experiences in virtually any context. Brand related storytelling attempts to
use the same hunger for narratives that people use to convey meaning to other
areas of their lives. It is this very human inclination for storytelling that
has made of the brand story a major marketing product.
The
role of the brand story as a marketing product is well known and supported by numerous
empirical studies, which have shown how stories can be powerful tools of
persuasion. *
Stories’
success in the marketing context is due to the fact that they build consumer
awareness, enable product comprehension, awaken empathy in consumers, help them
recall a message and give meaning to consumer experiences (Singh and
Sonnenburg, 2012). My intention is therefore not simply to preach to the coir,
by reminding you of how important storytelling can be for brands, but rather my
interest is to enable a rediscovery and extension of their use, in accordance
with the growing demands of our digital landscape.
Stories are great, so where do we go from here?
The emergence
of a variety of communication channels, of different platforms across media,
has revitalized the brand story. The online landscape, represented by a variety
of delivery channels through which people connect with brands and with each
other, has however changed the relatively simple role of storytelling: it is no
longer enough to come up with the right brew of creative value and narrative
flair, in order to successfully position your brand.
The
reason for the shift in storytelling is due to the fact that stories have gone
from being context specific to becoming part of the way people bring together
different experiences across media: there are many labels that have are being
used today to describe this new landscape, from transmedia (in Consumer Cultural
Theory) to multimedia (in Media Studies) and even Inter-mediality (in the
humanities). Beyond the theoretical nuances, what a variety of communications
across media entail can be summed up as follows:
What
appeared, at first glance, as separate and individual channels are actually
integrated knots, all of which contribute to the particular interpretation that
consumers make of a brand story and of their brand experience. Integrated marketing
does not mean, therefore, that a same story is repeated across channels, but
rather that different elements are dispersed across channels and that the
consumer plays an active role in bringing them together—hopefully interpreting
them as part of a coherent whole, which is the story. In doing so, consumers don’t
just receive a message but become an active part of the story: the brand story can
be said for this reason to have become truly experiential.
The
logic or intention of the savvy marketing strategists is precisely to succeed
in delivering dispersed content in a manner that, remains structured and
integrated, from a managerial point of view—if the process of delivery appears
disconnected or does not allow for performance evaluation to take place, then
it is unlikely to become a fruitful part of the ongoing marketing activities of
a company.
The strategic
goal is to influence consumer perception of dispersed content, so that it is
interpreted as being part of a unique brand story, from which it gains meaning.
To do this each piece of content must become linked and part of a network of
channels; this is in fact the very same way in which individuals transform
their memories into stories, as cognitive psychologists sum up when saying that
‘in cognitive terms, a brand story creates new nodes and links in memory,
inducing greater processing, which may lead to stronger self-brand connections’
(Anderson, 1983; Escalas, 2004).
Yet
the metaphor of the network goes way beyond cognitive processes—it is not about
what is going on inside a person’s head, as more about what happens on the
outside, where experiences are shared and stories are told. The Network is
actually not so much a metaphor as an actual heuristics, a mental model that
can help marketing professionals understand the role that different actors play in the construction of brand
stories.
The
entertainment industry has been exemplar in leading the way, telling unique stories
that develop, however, across different media: from Glee to The Matrix, Dr Who,
Star Wars and Twilight, all have transcended their original medium and instead
created new knots in a network that lives through a variety of Social Media,
video sharing platforms, as much as offline in clothing stores, Lego sets, and
the list could go on and on. Their success lies precisely in being able to keep
the story going. The best way to do so is no doubt to allow consumers to become
active participants in the process of storytelling, becoming active sponsors of
a brand and influencers in their own communities.
Network
Analysis provides brand strategists with the analytic toolset needed to manage
and to become visionaries of their brand’s story, awakening consumer enthusiasm
for their brand and naturally their offerings (products or services alike).
The
objectives for the brand strategist who wants to take a brand story to the next
level can be summed up, as mainly 3:
1. Identifying
the types of brand stories their consumers know—what are the stories that
already inspire them in their lives?
2. Identifying
the types of brand stories that consumers want to hear—what are the elements
that make the stories they know unique and how can they be mobilized to create
similarly inspirational stories?
3. Understand
the consumers’ desire to hear certain brand stories through different media
vehicles.
Would
you like to transform these insights into actionable points? No
problem, I can help. Just drop a few lines on LinkedIn.
Do you want to know more about how you Network
Analysis can boost your company’s marketing strategy? Check out more articles
at the factish.
* Granitz, N., & Forman, H. (2015). Building self-brand connections:
Exploring brand stories through a transmedia perspective. Journal of Brand
Management, 22(1), 38-59).