Why Authentic Brand Storytelling Is Key to Brand Loyalty
In a world where consumers face an abundance of choice in their daily purchases, marketers are tasked with creating brand identities that not only resonate with their target audience but are authentic enough to cut through the noise.
Most businesses and service providers operate in a challenging market with no shortage of competitors offering similar products and services. Marketing tactics such as promotional discounts, PWP deals, and monthly offers might drive short-term sales, but instead of creating long-term brand loyalty, they end up reducing your profit margins over time.
To foster a genuine connection between the brand and its audience, first, the brand needs to have a clear purpose and values. That’s where brand storytelling plays a role. Don’t tell your customers what you do; tell them why you do what you do.
“Facts tell, stories sell.” — Anonymous
Builds Trust and Credibility
While storytelling is essential for differentiation, marketers shouldn’t create a brand story just for the sake of marketing. Labelling your products eco-friendly doesn’t make them any less damaging to the environment if they’re not, and will only create hostility towards your brand when consumers find out the truth (and they will).
A 2019 study by Stackla found that “86% of consumers say that authenticity is a key factor when deciding what brands they like and support” while “57% of consumers think that less than half of brands create content that resonates as authentic”. This indicates a huge opportunity for brands to improve.
Your brand’s purpose, values, and philosophy play a key role in building consumer trust and confidence. Consumers have become increasingly discerning and enlightened in their purchase behavior and choices. They want to know that they’re supporting a brand with compatible values and ethics before they buy into what the brand is selling.
Humanizes Your Brand
An authentic brand story that consumers can relate to and inspires them to live and be better: that’s what creates emotional connections and nurtures long-term brand loyalty.
BMW’s promise of sheer driving pleasure doesn’t sell its products as premium vehicles; it sells the experience of a smooth, pleasurable drive and the luxurious lifestyle associated with it. It’s the kind of emotional pleasure most individuals dream of and would spend their hard-earned money to attain.
An authentic story humanizes a brand by showing the audience that it cares about the same things they do.
Gives Customers A Reason To Choose Your Brand
How do you choose between 10 different brands of the same product within the same price and quality range? There are a number of factors that influence purchase behavior: packaging, product content, country of origin, as well as user reviews and an authentic brand story.
To stand out, make it easy for consumers to pick your brand. Give them a clear reason to choose your product with a simple and authentic brand story they can relate to on a personal level which creates an emotional connection.
“We are, as a species, addicted to story. Even when the body goes to sleep, the mind stays up all night, telling itself stories.” — Jonathan Gottschall, The Storytelling Animal
Do you need help telling your brand story?
We’re Arty-Shock — video storytellers that help brands tell engaging stories with videos and photos that move their audience. Tell us about your brand. We’ll give your story the voice it needs.