12 Jan How Storytelling Can Create a Loyal Customer Base
Gone are the days when your marketing campaign revolves around a tagline that draws the attention of the readers. Nowadays, marketers compose an engaging story to make people interested in their brand. The storytelling is a way to give a picture to the audience about your brand and inspires them to connect with it. Moreover, many experts believe that storytelling can create an effective customer base as well. In this post, we are going to read about storytelling and how it can create a loyal customer base. So, let’s get started.
What is Brand Storytelling?
Brand Storytelling is a narrative that includes both sentiments and facts. Great storytelling help customers to connect with a specific brand.
Stories are such a great way to make the message pass easier. Almost everyone is drawn to the stories. For marketers also, it is one of the best ways to develop a deeper connection with the audience. It allows them to communicate, share, connect, and educate the audience. As one of the most powerful methods of learning for marketers, storytelling transmits meaning and knowledge. Moreover, it enables marketers to understand what is going on in the marketplace.
Types of Brand Storytelling
When crafting a brand story, you must demonstrate your voice, what you stand for, and what you want your audience to know. The story must be creative and make them interested in your brand. There are basically three types of storytelling your company should be telling. These three types of storytelling are easy to remember.
- Role Focused stories
These stories are about the role you (brand) plays in the life of your customers. These are less product-focused but more applicable to the life of your customers. Role-focused stories are from the perspective of the customers than from the brand. These talk less about the product features and more about the benefits. When forming these stories, there are a few questions you need to consider. These are:
- How can they inform customers?
- How can they help customers?
- What is the role they are playing in the life of the customers?
- How are customers viewing them?
- How do they tell stories that suit the role?
Listen to professional Voice Actor Richie Aquino’s Inspirational, Emotional and Heartfelt Demo for a great example of how to be brought into a story.
- Emotional Focused Stories
As the name suggests, these stories are emotionally focused. They hit at the emotional side of the customers, following their internal and sensitive needs. These stories have nothing to do with the product. They tap into the core needs or emotions of the customers. For instance, if your customers need confidence or are scared, stories help them to overcome their fear. If your customers feel unsafe, your stories can help them feel secure. In simple words, emotional focused stories understand the emotional needs of your customers and touch them in some or other ways. Listen to professional Voice Actor Tricia Brioux’ Attractive and Soothing Demo for a great example of how to create an emotional connection.
- Product-Focused Stories
Some stories are product based. It says everything about a product. From colors, sizes to capabilities and everything customers want to know about the product. It also includes how-to videos, sales collateral, and all. Look at Starbucks. The target audience of the company is coffee lovers. So, brand storytelling always revolves around how-tos, sharing coffee trivia, how they choose the right ingredients, etc.
How Brand Storytelling Create Brand Loyalty
It takes more than an excellent service or product to build brand loyalty. To be truly competitive, you need to give an experience to the customers that keep them coming back for more. Here an irresistible brand story is what you need. You can hire a voiceover artist to make your brand voice even more professional.
Now the question is how brand storytelling creates brand loyalty? So, let’s find the answer:
- People Love Stories
Be it an epic novel, ghosts take, or an enthralling movie, people are drawn to stories. When you create your brand around an engaging story, it is natural that people want to see what happens next. Customers want to buy more because you’ve hooked them with an engaging story that leads to brand loyalty. Listen to professional Voice Actor Tyler Boss’ Conversational Millennial Demo for a great example of storytelling.
- Establish Deeper Connections
If your brand storytelling is effective, it will communicate your values. It will not only gives your brand an existence purpose but also generates emotions in the customer. Moreover, storytelling also helps in establishing a much deeper connection with the audience. When your customer trusts you, they will stand with you, and thus it increases brand loyalty.
- Humanizing your Company
Believe it or not, brand storytelling humanizes your company. It enables customers to see the individual behind the logo and the brand. When consumers enter your sales funnel and listen/see your stories, they will see that they are dealing with someone who understands them completely. Therefore, it leads to more sales and improved brand loyalty, as well.
Today brands are not faceless. It is essential for them to have a personality. They need to have a story that tells people about their journey to launch a product or service. The story creates links with the audience and also engages them at a deeper level. Perhaps, it is not wrong to say that a great brand storytelling impact a lot on the bottom line of your business.