If you want to build a strong and long-lasting brand that sticks in the minds of your audience, you need a solid story.
Storytelling is an essential part of our everyday communications; we use stories to convey information, explain our point of view and make the listener connect with our words on a deeper level, and this remains true when it comes to business.
People buy from people, and this requires a connection. Brands that can convey their values through a well-crafted story are far more likely to establish this all-important connection while instilling trust in their potential customers ‘ yet so many businesses fail to recognise this when it comes to their communications strategy.
So, what is storytelling, and how can it help you build your brand and your business?
The power of PR storytelling
Stories are such an integral part of how we communicate, and this makes us especially attuned to them. In fact, we are so naturally inclined towards them, that a well-told story can elicit the same emotional response from us as if we were experiencing it first-hand.
This is a particularly powerful tool for connecting with your target audience, and inspiring those thoughts, feelings and attitudes towards your brand that align with your vision and overall marketing goals. Communication through storytelling makes it easier for potential customers to gain an immediate understanding of who you are as a business, and connect with you on a deeper level, which in turn keeps your brand at the forefront of their minds.
From a PR perspective, it is all about finding the unique essence of your own story, then presenting it in a way that maximises audience engagement and media interest in your brand.
Giving your business a competitive edge
We have started to see a marked shift in consumer priorities. It is not enough to simply offer the best product or service, customers are also looking for meaningful connections to the brands they choose to invest in.
This rise in value-driven consumerism means that audiences want to know not only what your business does, but why you do it. It is therefore essential to be able to convey the purpose behind your brand to provide that connection that consumers are seeking.
This is even more important when you consider that the decision-making process when it comes to purchasing is often far more emotional than logical. Framing your own story in a way that can win over your audience by meeting these expectations can give your business an edge over competitors, while raising the perceived value of your brand.
Crafting your own story
The whole point of effective storytelling is to foster a sense of trust and relatability between your brand and your audience, and to do this, it is vital to remain authentic and true to the origins of your business. Consider the journey you have been on in getting your company to the point it is at today, the origins of the founders, or even testimonials from real customers. All these things are a great starting point to begin crafting your story.
Consistency is another important point to bear in mind. An effective communications strategy requires that your messaging is consistent throughout all your channels and platforms, or you risk confusing your audience, or simply diluting the message. Remember, your story is who you are as a business, so be consistent in your voice and your values.
The best stories rely on their ability to make the audience feel something, and this is where the power of PR storytelling truly lies. Crafting a story that evokes an emotional response not only personalises your brand and gives it that human touch, making you stand out in a sea of competition, but can also inspire brand loyalty.
Driving action through storytelling
Storytelling has long been an essential component of PR, and should be at the heart of your marketing and communications strategy. It is no surprise that the most successful businesses understand the power a good story can have on motivating audiences to take action, as well as garnering media attention, and ultimately increasing both the awareness and appeal of your business.