By Gurtej Singh Chawla
Marketing is not just about putting up the perfect ad; it’s a means of connecting with your target audience. Storytelling is a new-age marketing technique that forms the cornerstone of weaving the perfect narrative for your brand. It is a sure way to give your brand a humane voice.
The elements of effective storytelling
A compelling story in marketing isn’t very different from the tales we’ve loved since we were children. It needs characters your audience can root for; think of the Parle-G girl and Amul print ads, conflict that keeps them engaged – a ‘hook’ that piques their curiosity, a resolution that makes them happy and a message that stays with them But here’s the thing – in marketing, your brand isn’t and shouldn’t always be the hero. Sometimes, your storylines resonate with the customer, helping them overcome their challenges and pain points. Think of it this way: your customer (the hero) is facing a problem (the villain). Your product or service becomes the magic wand/silver bullet they can use to overcome all their challenges. This structure works wonders because your customer is at the center of the narrative, making them feel seen, heard, and understood.
Crafting compelling narratives
Crafting these compelling narratives from a sea of marketing techniques can be daunting. But there’s always one universal starting point: knowing your audience. Dive into their world and learn about their product/service, their vision and mission statement, their people, and the current state of their industry. Once you have all this, you’ll understand them; what keeps them up at night; what gives them that adrenaline rush; their desires, aspirations, and the hurdles in their path. These questions help you find your ideal customer persona. For example, if a fitness app is struggling to connect with its target audience – busy professionals – the smart thing would be to create a character, “Sarah,” a career-driven individual juggling work life, family, and the desire to stay fit. The narrative can follow Sarah’s journey from feeling stressed to finding much-needed balance with the help of the app. This story can strike a chord because it mirrors the real-life struggles of so many people, treating them with empathy while also offering a solution. Remember, authenticity is key. The story should feel genuine and relatable, not forced. It should align seamlessly with what your brand stands for, the product/ service you’re offering, and what your customer is looking for.
Storytelling formats and channels
Adapting your story for different platforms is a tough nut to crack for marketers. Each social media channel has its unique rhythm, language, and core audience: on Instagram, visual storytelling reigns supreme, while X/Twitter is built for brevity and micro-storytelling. Less is more on Twitter, while the first look matters on Instagram. Video platforms like YouTube or TikTok offer a canvas for more immersive and in-depth storytelling, each in its own style. Here, you can mix and match visuals, sound, and pacing to create a multi-sensory experience. Brands can create entire web series around their products, turning what could have been a dull product demo into a gripping saga. And if you think email marketing is dead, you’re missing out on a storytelling goldmine – a captive audience that’s invited you right into their inbox. Use this intimate space to tell stories in installments, through newsletters, weekly digests, collages, and even video round-ups. Everything fun about your brand, right to their inbox.
Real-world examples and case studies
While examples from the consumer world are aplenty, the power of storytelling is equally transformative in the B2B landscape. Let’s take a look at some brands that have masterfully woven narratives to engage their audiences. SAP’s “The Digitalist” content series is a prime example of B2B storytelling at its finest. Rather than boring their audience with product features and technical jargon, they craft compelling narratives that explore the real-world challenges faced by business leaders. Each article or video takes the reader on a story, featuring relatable characters and showcasing how SAP’s solutions have helped organizations overcome their bottlenecks. Another notable work is Cisco’s “The Network” platform. Instead of a traditional corporate blog, Cisco has created a digital magazine that throws light into the evolving world of enterprise technology. The stories cover topics like the impact of 5G, the emergence of remote work, and the future of smart cities. By positioning themselves as thought leaders and storytellers, Cisco has built a loyal fan base among their B2B audience. In the financial services domain, American Express has found success with their “ExpressYourself” campaign. Rather than solely focusing on credit card features, they tell the stories of small business owners and entrepreneurs. These narratives highlight the challenges and triumphs of running a business, empathizing with their target audience and positioning American Express as a trusted partner and a friend on the journey. These examples showcase that the ‘B’ of B2B (either of them) does not need to stand for ‘boring’. The principles of storycraft and wordsmithery are universal – by replacing dry, product-centric messaging with well-crafted narratives built to resonate with the people behind the brand, some companies have managed to buck the trend, start conversations, and build meaningful relationships with their customers.
Data and storytelling
The power of a well-told story cannot be quantified. It can turn a simple product into an object of desire, a brand into a movement with a cult following.The right approach for marketing practitioners is to embrace storytelling not just as a tactic, but as a strategy. Start by identifying your customer’s stories – the people, their stories, the challenges; they’re there, just waiting to be told. Listen to your customers, find the narratives that resonate with them, and ace your marketing.Data and ads have become the marketing bible for 99% of companies. But stories keep your brand afloat when you hit a rock. Long after a sale is made, the story is what people remember. Your audience is all ears. Are you ready to speak to them?
The author is associate vice president, corporate marketing, Xceedance Consulting India
(Views expressed are the author’s own and not necessarily those of financialexpress.com)