Can a Brand Succeed without a Story…?
TV is somewhat of a dying medium. Yet, a major chunk of the marketing budget of organizations goes to developing, and promoting TVCs. Spend an hour in front of your TV and you’ll struggle to find any TVC beyond a jingle, some funny dance, or a ridiculous catchphrase.
Why is that? Do brands no longer need stories to captivate audiences?
Let’s first ask ourselves, why do we need a story in the first place?
“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
Maya Angelou
At its core, a brand story isn’t about the product or service; it’s about evoking emotions and creating connections. In a time where consumers are bombarded with pricing promotions, and new features, storytelling acts as the differentiator that makes a brand memorable.
Why Storytelling Matters
Storytelling humanizes a brand, giving it depth and character. It moves beyond the transactional nature of commerce, establishing an emotional connection that can foster loyalty. When a brand tells a story, it engages customers on a personal level, making them feel understood, valued, and part of something bigger.
You may not remember the price or functional benefits of Surf Excel, but I bet you remember that Daag to Ache Hote Hai.
You may not be fully informed about the different recipe mixes of Shan, but you probably resonated with the Shan Doctor Bahu advert and understand Shan’s message.
Storytelling, if done right, can leave indelible marks that can work against you as well. Ufone is a prime example of a brand that established its image with its humorous and witty advertisements. A positioning with such a solid foundation that they struggle to break out of, even years later.
Pricing, and Promotions can boost sales that help a brand grow, but sustainable long-term branding is attained by making your consumers feel a certain way. And storytelling is a great way to go about that.
In essence, a brand without a story is like a book without a plot — forgettable and lacking depth. Sure, you’ll probably enjoy the ride, but will you remember it is the real question.
In a world where consumers have endless choices, storytelling is the tool that can make a brand stand out, foster loyalty, and inspire advocacy.
