Today we use different machines that can give us numbers of advertisements in the same day which makes it hard for various brands to be noticed. Amidst the noise, one approach has proven to be timeless and effective: narration. The effectiveness of adopting the power of stories in advertising is centered on the fact that audiences are moved emotionally to notice, hear or remember brands.
It seems that people have been designed to tell stories. Stories could be myths which were told in the olden days or movies seen today; they have always been a means through which or by which people make sense of the world. In advertising, stories can establish a compelling narrative with its receivers which goes beyond the call to action typical in consumptive culture. When a brand goes out to tell a story it is not selling a product; it is selling an emotion, a state of being or a possible future.
This of course is one of the reasons why storytelling works so well in advertising – it can communicate emotions. And since emotions are involved, it was also found out that they do influence decisions made within an organization. That’s why well-told stories help create joy, immerse in the past, inspire hope, or even make consumers feel sad and thus prompt them to respond. This particular approach makes the ad more effective since it creates a positive emotional attachment and therefore consumers will relate well with the brand.
For instance, every consumer would relate with the recent “Share a Coke” campaign by Coca cola Company. Coca Cola removed its logo from the can and instead wrote some everyday names inscribed on it leading people into sharing the can, thereby making the brand a tool of social interaction. It was not a story about the product itself but about the happiness that people share with their close ones – and that’s why the advert was so viral internationally.
If you want to use the power of storytelling especially in your ad campaigns, you can contact the Best Advertising Agency in Kochi or any other top ad agency in Kerala as they are aware of how stories are the best tools to capture the audience.
This is also true for storytelling when it comes to the formation and consolidation of a brand’s identity. This means that story-telling is the most effective way through which brands can express their values, missions, and visions. Besides, it helps to draw those consumers, who share the same values, as well as contribute to brand loyalty..
Take Nike, for instance. Nike’s advertises more often than not and does not center their campaign on the shoes. Their ads, therefore, depict stories of struggle, triumph, and challenge, in line with the brand’s popularity slogan, ‘Just Do It.’ The audience is both athletes and non-athletes because Nike transcends the conventional meaning of it being a sportswear company.
Today’s consumer is increasingly sophisticated and will not be swayed merely by having a good product to offer in the market. Through storytelling, a differentiation is created since the customers no longer perceive the company and the competitors on the same level. This is the reason why a unique story can help a brand to stand out from competitors since they all have a product or service that is more or less similar.
For instance, TOMS Shoes makes its competitive advantage not only in the provision of shoes but also in spreading word of its ‘one for one’ business model that seeks to provide shoes to needy persons. A strong communicating method that has been used by TOMS in the construction of its brand image and in positioning to the socially aware consumers has been this story of social impact.
It also gets closer to the customer experience by presenting a customer experience that the customer can picture themselves in. When the customers feel the experience in which they are immersed falls under the category of a story, they willingly become ferocious brand advocates.
A good example of this is Apple's advertising where the majority of its advertisements have been portrayed in the storyline of creativity, innovation, and thinking out of the norm. Apple’s ads don’t teach people to buy the particular gadgets, on the contrary, they teach people where they belong – in the society of great innovators and progressive thinkers. When it comes to the target customers this story is seen and interpreted as being a part of something more than simply purchasing a product with an attractive and appealing design.
With the increasing amount of information and advertisements that surround people in today’s society, storytelling has become one of the main trends in advertising that helps to restore the attention of consumers. Using emotions, developing the brand personality and making consumers remember the advert, storytelling changes boring ads into interesting and meaningful stories that make brands succeed in the long run.
If you want to take your brand’s advertising to another level through storytelling then partnering with the Best Advertising Agency in Kochi or a leading Advertisement Agency in Kerala can unlock the door to your brand. These agencies offer local perspective and international experience to tell your unique stories that will help you cut through the noise and connect with your customers on a long-term basis. As a result one must bear in mind the fact that advertising is not merely the sale of a product but more of an attempt at relating a certain story.
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