Stories are timeless representations of our experiences. We tell stories to make people laugh, to encourage friends, and even to spread celebrity gossip.
As humans, we pay attention to stories because our brains are wired to do so. It helps us relate to the storyteller and remember the most important details.
Businesses should leverage the power of storytelling. Let consumers offer their unique shopping experiences. This will uplift your brand awareness.
And customers stories are more than just case studies. They encompass everything from reviews to user-generated content.
Here’s how customer stories can make a huge impact on brand awareness.
1. Competitive differentiation
Differentiation maximizes the power of a brand. It’s instrumental
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It impacts how customers will perceive your business and whether they will relay positive reviews to their family and friends.
Moreover, customer satisfaction is built on a foundation of customer perception. And if customers don’t know who you are, they will most likely not buy from you.
TOMS is a leader in the brand personality space.
Their tagline sums it up nicely: “One for one.” By donating one pair of shoes for every purchased pair, TOMS helps improve lives.
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User-generated content can help your brand create a bridge of trust with your audience. It gives potential shoppers an honest way to evaluate your brand without all the corporate jargon.
Here’s example from Coca-Cola’s Share-a-Coke campaign. Customers were encouraged to post pictures on social media with the hashtag #ShareACoke.
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Similar to people, brands can have multiple personality types. Sometimes, these personalities are reflective of the targeted audience or represent an ideal.
Brand personality doesn’t discriminate. You business can be a startup, a SaaS, or a 50-person operation.
And it’s not limited to your website. It expands to your customer service reps, social media accounts, and email
The Storytelling Animal is an expository non-fiction book by Jonathan Gottschall analyzing the history of stories and human’s attraction to them. It was published in 2012 and thus contains many up-to-date references and comparisons. I believe Gottschall’s main objective in writing this book is to bring us all to the conclusion that he has reached in his research. Throughout the entirety of his book, Gottschall effectively pulls us back to main ideas he wants us to understand and accept, that we are innately storytelling animals, that are addicted to stories ourselves, have always been and will always be, by using topics that build upon one another, using relatable examples, and supporting arguments with research and studies.
Having prior knowledge of a customers needs, habits, and questions before or during every interaction and transaction can boost customer satisfaction. (Zueschner, Raymond. (1997). Communicating Today. Boston: Allyn and Bacon.
1. Growing up we all heard stories. Different types of stories, some so realistic, we cling onto them farther into our lives. Stories let us see and even feel the world in different prespectives, and this is becuase of the writter or story teller. We learn, survive and entertain our selves using past experiences, which are in present shared as stories. This is why Roger Rosenblatt said, "We are a narrative species."
4) Viral-Quotient per Content (Any Media) - Most popular YouTube video was viewed 200,000 times. On an average, a video was viewed 1600 times. This builds upon the idea of Customer engagement, and Content distribution in the social space, that relates heavily to the very purpose of such a campaign. Also, this entire communication was user-generated, so the message didn’t look, at least to say, to be coming out in the form of ‘Company Promotion’.
Stories are an integral part of growing up because stories create an escape from reality for children and adults as they grow up, furthermore there are
Stories are necessary aspects in our everyday life. From helping us remember a loved one to preparing for an interview, stories are extremely beneficial. I hear stories everyday and they help me as I overcome the loss of my favorite uncle. He was a great man and is still present everyday because of the impact stories of his great legacy have. Without stories, I would be sad every day that he is no longer physically with me, but I always hear of the great things he did and it consoles and comforts me greatly.
Stories are important for many reasons. Not only do we as human beings rely on telling each other stories to pass time, get our points across, or share memories we have but also to teach lessons. Many stories that are told are about something that has happened to someone personally, or a story that was passed on to them by another person. Regardless, stories have been used to help us as humans communicate since the beginning of time. Story telling has been an extreme aid to our history as we pass tales on from one generation to the next. Stories have impacted me ever since I was a little girl. I was told stories not only to get me to fall asleep every night but also as lessons for me when I did something wrong. Stories with morals were also told to me so I could learn from them. Many stories told to me even to this day help me learn and grow as a person. I myself even tell stories of my own in my writing along with stories I have learned from other...
This method is used to “gain mutual understanding and find a win-win common ground” between brand and consumers, and develop a more long-term relationship beyond just sales (Straubhaar, 300). From Facebook posts and Tweets to Youtube videos, each channel offers a distinct venue for brands to share its content with consumers on platforms they frequent. Each of these social channels help develop the brand’s overall aesthetic and personality, giving consumers a more personal connection with the brand. In return, social media provides consumers with the ability to engage directly with the brands they take interest in, 24/7. Consumers can “favorite” or “like”, share, and post comments on brand posts which can increase brand awareness and spread their message. PR teams have taken advantage of the move from “business hours
A company’s brand is one of its most valuable assets (Green and Smith 2002). Brands owners invest millions of dollars every year in advertising and promotion to raise awareness and create demand for their brands.
· Use of social media for promotion- word of mouth and social media help to get the message across and promote the product efficiently
The mere mentions of stories take me back to my childhood days. It was absolutely impossible to sleep at night without my regular dose of story from my mother. It reminds me of those endless summer vacations where it was possible to go on adventurous voyages with my cousins merely by joining two chairs and imagining it to be a ship. How every free period in the school was invariably spent in listening to the stories of new shows and movies from your best friend? Even today, stories continue their captivation. They have the power to pull you in their exciting world. And you don’t mind getting lost once, twice or innumerable times in that fantasy land.
Storytelling is an interaction between two or more individuals speaking on an event using words, images, sounds, dramatization, props, etc. Stories or narratives are shared for the purpose of education, entertainment, cultural preservation, or teaching lessons. Narratives aren 't just interesting because of the story being told but how the story is being told. Narratives have many features that not only group them together but differentiate them as well. The person who is narrating the story is also given insight to when listening to, reading, or watching a
I believe that writing stories gives you more of an appreciation and understanding for a good book. All of the ideas that make a book come alive is from one author with an amazing imagination, who can captivate someone’s mind and tuck them into their world for a few hours. Every day in class I was allowed one hour to dedicate my time into a story, it is almost like entering your main character’s mind and acting as if it was you.
In today’s increasingly service driven markets and with the increase of multiple providers for every type of product or service, moments of truth have become an important fact of customer interaction that marketers need to keep in mind. They are critical as they determine a customer’s perception of, and reaction to, a brand. Moments of truth can make or break an organization’s relationship with its customers.
Customer Relationships is about building a relationship of trust and convenience. A customer wants the company they are working with to be intuitive. To know their needs before they do. They want to feel respected, they need to believe you are honest and have integrity. This relationship breeds comfort and familiarity and causes the consumer to continue to do business with your company. This relationship that is built develops a personal relationship, like a friendship and it is one that the consumer cannot get from the store down the road and it is that personal touch of sincerity, of knowing their needs, of servitude that will turn them into lifelong branded customers.