Over the years, storytelling has become an integral part of marketing and PR and has helped brands to stand out and connect with their consumers more. Storytelling not only makes the consumers establish an emotion with the brand but also makes the brand memorable in their minds because of the emotions. Hence storytelling is very common in all facets of marketing. The same thing applies even when it comes to the PR industry where storytelling has become an essential part. It is now required of professionals working in the field to learn and practice the art of storytelling and become effective storytellers to move forward. But why is it so relevant? Let’s take a look.
Helps The Brand To Stand Out
In the market now, a variety of brands are available within the same category. There are so many brands available, that product differentiation is something brands have to consciously aim towards. Consumers are being more and more bombarded with ads and campaigns due to this. Over time, they have learned to tune them out. Hence, it is even more important than the brand stands out enough to grab their attention and make a mark. One such way to stand out is through the art of storytelling. Effective storytelling makes the brand stand out and be perceived as different from others, even if others offer the same product or service, just by telling a story. Being the Best PR Agency in Delhi, we understand the art of storytelling and the relevance of this art very well.
Any professional can present facts and figures of their product to the audience. But to give out that information, while successfully evoking some kind of emotion in the consumers is what will make them stand out. If the story is well-executed and good enough, they might start to associate that emotion with the brand too. The emotion evoked can be anything, ranging from happiness, nostalgia, to fear, hopefulness, and sympathy. This can lead to higher brand loyalty in the long run too.
Becoming More Memorable
Effective storytelling has resulted in the brands becoming memorable to the audiences. And being memorable is one of things that brands strive for, in a world where product differential has declined over the years. If the brand is memorable, it is more likely that the customer will keep coming back to the brand, and become a loyal customer. Not just that, the consumer is also more likely to recommend the brand to others if it is fresh in the minds of the consumers, or is memorable enough.
A Larger Impact
PR is much more than just creating brand awareness; it is also about improving the goodwill of the brand, and one of the ways that one can achieve that, is by standing up and speaking about important issues in the world. There have been so many examples where brands have taken a stand and have successfully risen in the eyes of the stakeholders because of this. PR can help to make a larger impact on the world about the brand. This often is done through effective storytelling. Although one needs to be thorough in the research and need to be careful while doing so. But in order to make a bigger impact not just on the consumers, but also the world, storytelling can act as an effective tool in PR.
Educates The Brand And The Customers
Storytelling is not about stating facts and figures, but goes far beyond and is more about telling a story. This requires the brand to learn more about the world and their customers. Storytelling in PR often conveys knowledge and meaning in a much more engaging manner. In order to effectively convey that story, brands need to observe and talk to others, to learn from first hand experiences. By converting this into stories and conveying them to the world, storytelling acts as a powerful tool that not only educates the brands, but also their consumers as well. As brands, it is important to understand the many fragments of the world, and if one can pass on an important learning from this back to the world, that just makes things even better!