In this era of information technology, you are able to reach out to every person instantly and tell your thoughts to the whole world at once. Due to information technology, the accessibility of mass communication media has filled the world with various information and knowledge.

So, while the technology of mass communication has enabled us to reach out to people, the excess of information has made it even more difficult to connect to people. In this situation, being able to attract the attention of the audience and retain them has become a very skillful art. Today, every marketing agency has easily available information tools and mediums.

How storytelling matters for your brand

So what is it that makes our marketing campaign or branding campaign effective and successful?

The art of storytelling, how effectively are we able to put our point across?

And is our presentation so effective that it arouses the interest of the audience?

This depends on our storytelling. Storytelling is the soul of any marketing campaign. If we are able to establish an emotional connection with our audience through our words, then our campaign will be effective.

Think about it. "Red Bull" does not sell products in its marketing campaign; rather it sells enthusiasm to the youth. "Apple" also does not sell products; rather it talks about keeping people two steps ahead of the world with its innovation. "De Beers" does not sell diamonds; rather it talks about the strength of human relationships with diamonds.

The success of your marketing campaign depends on how attractive, authenticated and emotional you are able to make your storytelling. Any branding agency or marketing agency helps you in creating a perfect story for your brand and finding the right way to narrate your brand story.

How to create a brand story that connects your audience emotionally with brand.

Whenever your audience hears an interesting story, their mind creates beautiful memories and experiences. When you hear a compelling story, your brain releases oxytocin, the “trust hormone.” This chemical reaction makes a person strongly and positively connects with any story.

For example, P&G’s “Thank You, Mom” campaign is a great example. In this campaign, P&G featured Olympians and their mothers. In this way, P&G showcased the emotional bond between a mother and her child through their ad campaign. Due to which every mother and child were able to connect emotionally with their campaign. This connection was not only with their marketing campaign but the audience also developed an emotional bond with the P&G brand.

So there are some important elements that make your story effective and unforgettable for the audience.

Identifying and understanding your target audience

Before any branding campaign, it is important to understand the psyche of the target audience. What is it that influences them emotionally and what they like the most?

Understanding the audience does not just give a demographic but it is important to understand their motivation points and their frustrations. It is important to understand how and how important your brand can be in their lives. So start by clearly defining the target audience.

Tailor your story to your audience

Once you understand your audience, you will be able to tailor your story according to their emotions. Keep the style and language of your story such that it is easy for the audience to understand. Understand their daily life and create your story accordingly. So that they feel the events and dialogues of the story are related to their personal life. In this way you will be able to make your brand a part of their life. Credibility is the most important aspect.

Agitate the emotions of the audience

You can use any aspect or all aspects to agitate the emotions of the audience. You can bring the struggle of the audience into your story. You can also make their fears the basis of the story. You can make their ambitions and dreams a part of your story. You can also make your story effective by using forgotten or surprising elements in your story. But here it is important that your story and the way you narrate it should be completely optimistic.

If you are portraying the struggles and sorrows of their life, then you will also have to assure them that you are their partner in their struggle and you can reduce their struggles. In this way you can exploit the emotions of your audience to make your campaign effective.

It is not necessary here that you talk directly about your product. You can create your story by connecting with any aspect of their life. And it is possible that you do not talk about your product at all. You may motivate them for any social welfare cause. But even in this way you will establish the credibility of your brand among them by showing that your brand is not only connected to fulfilling business objectives but it also takes its objectives of public welfare seriously. In this way, the audience develops an emotional bond with your brand.

For example, "Land Rover" launched in India 'Never Stop Discovering' in February 2018, by talking about India's wildlife and nature reserves and passionate personalities working for wildlife conservation in India. The aim was to create awareness and conversation about India's endangered wildlife. Here, Land Rover did not talk about its product or brand but connected people to its brand by talking about wildlife conservation.

If you want an emotional connection with the audience, then the story has to be emotional. Only by understanding the emotions of the audience, their struggles in life, and their aspirations and needs, can you create an emotional and credible story for the audience. This will make your branding campaign interesting and memorable for the audience. In this way, your brand will also settle in the emotions and memories of the audience.