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Your Brand Story Can Be a Powerful Marketing Tool

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Sep 13, 2019

[Approximate Reading Time : 4 mins]

In an age of social and mobile communication, creating and publishing content is no longer restricted to any one medium. Today, messaging can be disseminated via a variety of platforms. And with the volume of content exploding and attention span shrinking, captivating audiences has become trickier than ever.

corporate-communication

So, how do you stand out in the crowd and make yourself heard in this era of information overload, hype, and noise? The answer is, telling stories, that can help connect, engage and build a lasting relationship with your stakeholders. But, how do you create engaging brand communication?

Empathize with your audience

A good place to start would be to tap into your audience’s pain points, desires and experience and develop a relevant corporate communication strategy. An HBR article states that brands need to go beyond simply delivering customer satisfaction and make emotional connections with the audience in order to maximize customer value. Stories have a way to elicit emotions and therefore create stickiness. Whether you are targeting your internal audience or your customers, your marketing communication should focus on creating and publishing compelling stories that resonate with your audience. Such messaging can help you engage at a deeper level, create brand visibility and forge meaningful connections.

Keep your stories simple

As an audience, we may love the complexities and layers in a ‘Game of Thrones’ plot. But that doesn’t work when it comes to brand stories – simplicity is your friend. While there is no winning formula or a perfect approach, ‘less is more’ can be used as a guiding principle to develop an engaging corporate messaging. Simple and straightforward stories are better, they are easy to understand and therefore have the potential to drive home your message and create a lasting impression.

A story-based connection can be the key differentiator

Your business may have strong culture, vision, value, and purpose, but unless you communicate all of that through your stories you may fail to capture your audience’s attention. Lasting brand loyalty can only be created if you can tap into the inherent human need to connect. Focus on and humanize your target audience, connect and weave your core brand values to create unique narratives that can spark interaction and in time deeper engagement. Lastly, it is important to remember that no matter how compelling your story is, you can only evoke brand loyalty if your narrative is authentic.

"You’re never going to kill storytelling because it’s built-in the human plan. We come with it.” - Margaret Atwood, author of The Handmaid's Tale.

If you want to create engaging and relatable market communication that delivers results, connect with us. Amnet offers corporate publishing services with a track record of helping our clients tell compelling stories through engaging content and visually stunning publications. To know more, talk to us today!

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