In an age of information overload, your advertising needs to stand out from the crowd. Savvy consumers are no longer swayed by traditional ads or cold calls. They’re searching for answers to their problems, and as a marketing or sales executive, your job is to guide them on their journey toward solving that problem.
When you envision this consumer’s journey as a kind of story, it makes sense to develop your marketing efforts in the structure of a story. Indeed, a story-driven approach to advertising and sales is the new frontier of marketing, and by mastering it, you can forge a strong connection with your audience.
Brand storytelling is the art of building and affirming a brand identity through storytelling techniques and the sharing of both the company’s and customers’ stories. While brands have been using story-based commercials for years, they’ve shifted their emphasis to human impact, inspirational tales, and relevancy to today’s issues.