In advertising, standing out from the crowd has always been difficult. How can an agency be sure that its message will resonate with its target market in the face of so many different marketing messages? And even if it does, what will motivate someone to act on it?

The answer is a compelling story; one that reaches the consumer’s heart and elicits a feeling or a memory. A brand often develops staying power (and earns extremely lucrative loyalty) by being passionate and memorable.

A common misconception among agencies is that advertising is simply about getting a product, service, or brand in front of a customer; however, this is not the case. It’s about incorporating it into their everyday lives in a way as to make it something they can’t help but think about.

Through storytelling, agencies can create a deep connection that is rich in detail, making whatever they’re offering feel vibrant and engaging, much like a fighting scene in an action film. Marketing and advertising usually falls flat in the absence of a compelling and detailed story. Because there are no hooks, consumers forget about the ads almost as soon as they see them. And if someone cannot recall your product, they will not feel compelled to purchase it.

What are some elements of successful brand storytelling?
When putting together a successful brand story, agencies should consider a few key elements:
Create a Storyline

The first requirement for any brand narrative is a compelling storyline. The storyline lays the groundwork for consumers to learn about a brand’s history, values, and what distinguishes it. Consumers adore the narrative of the underdog, and a company’s origin story can frequently showcase that narrative. Creating a unique storyline and expanding on it is a great way for agencies to leverage a brand’s values as they create a narrative.
Establish an Emotional Connection

The most successful brand narratives make an audience feel positive emotions. An example of this is the Dove campaign for Real Beauty. This campaign launched in 2004 with the aim of building confidence and body positivity amongst young women. The Dove brand saw an increase in its consumer base worldwide as well as praise and awards for its reworked strategy and brand positioning.

Use Data to Support the Narrative
Data from reliable sources aids in the delivery of a brand’s message and story. This is how original creative ideas emerge. Data collection for the sake of data collection causes more harm to brands than good. Great ideas that generate effect and change are born when agencies or strategists get to the heart of the matter to uncover the ‘sweet spot’ in a brand’s challenges.

Make it Resonate
The ultimate goal of every story is for it to be memorable, resonating with consumers for days, if not years, to come. A great piece of South African advertising is the ‘Beat the Benz’ campaign. In 1988 Mercedes-Benz ran a TV campaign in which it recounted the remarkable survival of Christopher White who plunged 100 metres down Cape Town’s Chapman’s Peak Drive in his Mercedes. White survived – so the ad implied – because he was wearing his seatbelt. Whether controversial or not, consumers still refer to this campaign as a point of reference as well as place Mercedes Benz second behind Volvo as the safest car brand to date.

The Role of Social Media
In today’s world of Instagram, Tik-Tok, Twitter, Facebook and WhatsApp, the growth of social media has made it easier than ever for brands to get their message out to the public. For a fraction of what it used to cost, brands can now create and produce videos, deliver content or messages straight to a consumer’s phone or publish blogs and other content on their own website. An example of a brand that’s utilising social media creatively is Nando’s. Their ability to have their finger on the pulse on everything that’s happening in South Africa, from politics all the way to new music genres, is a fresh of breath air in the advertising landscape.

Food for Thought
Brand storytelling is the present and future of marketing and advertising. According to research, consumers prefer advertising in the form of a story, with engaging and beautiful images that leave an impression in the mind of the customer. The lessons learned above, such as being transparent, establishing an emotional connection, and making stories resonate, will all be factors in the years to come. As agencies seek to expand and increase their audiences, they will require marketing professionals who can tell the company’s story in an appealing manner, thereby elevating the art of storytelling in advertising and marketing.