Storytelling: the must-have marketing tactic for 2021

As we enter 2021 with a fresh and positive mindset, we are entering the New Year with a brand new set of tactics that will help reach new consumers by placing brands, products and services at the forefront of the desired audiences.

When it comes to brand marketing, storytelling is paramount when trying to build relationships with consumers. By taking advantage of emotion and adopting a humane approach to this issue, brands can offer consumers reasons why they should buy their products without making an aggressive, unemotional forced sale.

And with that in mind, Matthew Hayes, Managing Director of brand agency Champions (UK) plc, explains why storytelling is a must-have tactic for the next year.

The art of storytelling

Now more than ever, it’s important to resonate with the audience on a personal level, and what better way to do that than storytelling.

Marketing doesn’t always have to be directly related to a sales pitch, instead there is a connection and relationship built over time. And with it comes brand loyalty and customer retention.

When done effectively, storytelling is truly an art in itself. Sales should equal product training rather than direct training. This is what makes people subconsciously aware of their need or desire for a product or service.

Storytelling takes the customer on an educational journey, allowing them to understand the brand, what it stands for, what the benefits are for them, and why their product is worth the money. This then leads customers to create strong feelings of desire and desire rather than just need.

It’s all part of building a brand. Customers start to feel something about this, which is to guarantee the status of a business or product of a brand. And it is this emotional link that sets you apart from being just a commodity seller based on price and positions you as a recognizable “brand” with which people interact on a deeper level.

And research shows that messages delivered as stories can be 22 times more memorable and effective than reality, so brand storytelling is a must-have tactic for 2021.

How to tell the story

Creating a compelling narrative requires a carefully designed long-term strategy. However, although this is an important factor, perhaps the determining factor in commercial success is that it resonates with us as humans.

Whatever the power of storytelling, it must be powerful and full of emotion. From laughter and happiness to sadness and grief, emotion can come in a variety of ways.

Emotion is what catches the consumer, and when a story is both handsome and relatable, it creates brand love and deepens the bond between the brand and the consumer.

Not only that, but emotions also affect consumers’ purchasing decisions, and without it, businesses are much less likely to make this important sale.

And if brands combine emotions with consumer needs, then they have the recipe for success.

With the onset of rapid digitalization in all industry sectors triggered by the COVID-19 crisis, the way a brand tells its story has to change to keep up with the times and meet the newly discovered needs of consumers and channels.

With multiple channels and reduced consumer attention span, video content is the best way to evoke emotion. Simply put, videos are more engaging and therefore will continue to play an increasingly important role in the marketing mix throughout 2021.

It is easy to understand, digest and share and often creates a deeper connection between the brand and the consumer, which means people will resonate more with it.

Storytelling done right

No one is better at telling brand stories and investing in emotions than world-famous Disney. From its theme parks and hotels to its movies, products and staff, the entire brand is built on the ability to tell a story and consistency of delivery.

For consumers to truly connect with a brand, they need consistency in their strategy, messaging, and storytelling. And while there is creativity in the way these messages are delivered, the basic messages and ethos must remain to be consistent.

The Disney experience plays a very important role in the brand’s story. The narrative and its essence come to life completely when consumers interact with its offerings and take a part in the story. In doing so, deeper emotional bonds are created that highlight the brand in both people’s minds and memories.

Similarly, sportswear brand Sweaty Betty is well known for her ability to tell a story. What started as a regular brand selling high-quality sportswear that sits outside the norm is changing its narrative by becoming much more than a sportswear supplier.