Here’s How Good Storytelling Undergirds Brands and Their Content

Nothing quite matches the feeling of settling in to hear a compelling story. As I’ve written about in the past, being a persuasive narrator is core to playing a marketing role. If you think about it historically, storytelling was once pivotal to communication between human beings to share instrumental facts with colorful details to survive. Even today, good stories predispose us to like, trust, and feel curious about one another. Feeling an emotional response to a narrator is what fuels connection and desire.

This applies to the way brands communicate as well – even in the world of B2B marketing. For this reason, it’s critical for marketers to keep in mind the logical, technical relevancy in tandem with the emotional valence you can apply to communication in order to set your brand apart and live on in customers’ memories.

A solid narrative relies on a conflict that needs to be resolved. Similarly, your brand story needs its fulcrum to be the “why.” What key challenges can you help a customer solve? How can you bring ease and reliability into their experience? What benefits do you offer beyond the core functionality of your product or service? With a strong sense of purpose, you impart gut-level trustworthiness that is likely to outlast competitors simply because you’ve appealed to the emotional dimension of their nature at the same time that you answered core questions of their about how you or your business works. 

Don’t fall into the trap of assuming features of your brand are automatic benefits. You have to help your audience connect the cognitive and emotional dots between what you do, how you do it, and why they should care through rich storytelling. If you are looking for ways to inform and emotionally engage your customer base, ASTRALCOM can help with comprehensive content marketing services.