Did you know that people get exposed to approximately 5,000 brand messages daily? However, most people are only aware of 86. At the end of the day, only 12 will make a lasting impression.
One way to make impactful business messaging that people will remember is through a good story.
There are a lot of ways to get your story across. A keynote speaker at a corporate event, a company-wide email, video ads, social media posts, and billboard signs all work to deliver that narrative.
But why go through so much effort? What’s the benefit of telling your company story? Discover the answers and more with our list below:
You Control the Narrative
Whether you like it or not, your business story or pieces of it will leak into the public’s eye. This could be from personal posts on social media, leaked emails, or investigative journalism. If you tell the story first, you get to control how people will perceive the narrative.
If, for example, your business decides to forego face-to-face conferences for the year due to the ongoing pandemic. Your competitors moved on from virtual meetings but your business is still on the fence. Some people might see this positively while others might not.
By making the announcement beforehand, the public will hear your reasons before there’s time for speculative rumors to ruin things. Steer the ship and get ahead of the crowd by telling your story straight from your mouth.
Build Customer Trust
There are two kinds of business stories. The first one is the manufactured tale, one that focuses solely on making your brand image look good. While it’s important at times, people can and will see through the glitter.
Investing in the second type of story is how you connect with customers. Instead of focusing only on the good, let people experience a transparent, honest tale instead. Your customers will find out eventually so don’t look scummy by trying to hide facts.
Did the company founder go from rags to riches? Did they get fired multiple times and had to fight for every spot in their career before finding success? Turn that into an inspirational tale instead of hiding it.
Makes a Good Impression
A good story will help build a lasting first impression. This is crucial because that first impression can affect your company brand for decades.
Don’t let outside forces affect how people view your business! It’s almost impossible to make people change their opinions. That first impression can make or break your brand’s reputation.
Positive first impressions can also help you beat out the competition. You and another business could sell the same products and at the same price. However, customers might prefer to shop from your business because they view your brand more positively.
They like your brand so they’ll support it instead of shopping from an unknown competitor. One business message can have such a long-lasting effect on your audience.
Works Towards Your Goals
Your business story also helps you inch towards your company goals. Take a look at the Nintendo Switch, for example. It quickly became a global phenomenon even though it’s not as powerful as other video game consoles in the market.
One good reason is because of the story Nintendo put out in its commercials. Their advertisements clearly stated that the Switch is both a home console and a portable device. The ads also proved that it’s a device for hardcore gamers and casual audiences, for both kids and adults.
Check this interview for a good example: https://miller-ink.com/founder-nate-miller/. In it, Nate Miller discusses why it’s important for a PR team to establish a goal early on. By doing so, you can identify which metrics to track so you can monitor how each step takes you closer to your goals.
By knowing which goals to target, you can shape your narrative to fit those needs. You can rework your marketing campaigns so that every effort reflects your narrative.
Chances of Going Viral
Viral ads all have similar elements. They are often funny, shocking, emotional, or outright amazing. No matter how you look at it, however, all of these focus on tugging on people’s feelings rather than listing down facts and numbers.
Your story is in a similar vein. It’s not about the numbers. It’s about a narrative that you can use to get people to spread it through word-of-mouth.
Why not turn your story into an interactive marketing campaign that focuses on user-generated content? Say for example you posted a reel on Instagram that focuses on family gatherings during the previous holiday season. Ask your audiences to share their family gathering stories, photos, and videos and to use a specific hashtag to keep the chain growing.
Memorable and Emotional
There are times when rational thinking goes out the window. People will make a purchase or subscribe to services due to a strong emotional connection. Most of the time, a good story can keep a person’s attention and whatever can hold someone’s attention directly affects their decision-making.
Use this to your advantage!
Does your business sell smartphones? Don’t simply lay out devices for people to purchase. Put out an Instagram post that highlights how families can stay connected despite distances thanks to your products.
That kind of emotional connection gets people to remember your brand. It’s that emotional tug that pushes them to make a purchase.
Tell Your Story for Strong Business Messaging
Now you know why business messaging through a good story is more than a simple marketing technique. Your narrative gives you control over how people view your brand. It allows you to shape their opinions and even encourage people to choose your brand over your competitors.
But shaping your brand doesn’t end with a good story. That’s simply the beginning.
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