With the rise of the internet and the global search for meaning, today's consumers are much more demanding than their predecessors. The modern consumer in 2021 seeks transparency from businesses to ensure that the promoted products or services are authentic and credible. Once trust is established, the next step is to create a preference and desire for the products or services. But where to begin? It starts with a distinctive brand story that resonates with your target audience.
What is a brand story, and what is its purpose?
Storytelling is the way to generate reach and engagement with your target audience. But how do you break through to someone? How do you make sure they listen to you? And how do you influence their (buying) behavior? The impact of a good story is almost limitless. Creating an emotional connection gives you the opportunity to guide your audience's perception, to make them experience what you want them to experience. The best way to influence them is by helping them imagine how things could be different through your story.
But why does storytelling work so well? Did you know that when you read a story, seven parts of your brain are activated? By engaging the brain's content, and appealing to human (unconscious) emotions, stories are easily and quickly remembered. On the other hand, when you read a list of product specifications and try to appeal to human reason, only two parts of your brain are activated. Not very inspiring... all those facts and figures. Engaging your audience with a story that triggers emotions is the way to go if you want your message to truly stick! Look for that express route that gives you access to exactly those parts of our brain where unconscious decisions are made.
