By clicking “Accept”, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts. View our Privacy Policy for more information.
Brand Messaging
March 21, 2022

What Is Story Marketing & Why Does It Matter?

Share this article

People generally dislike advertisements. They resent feeling bombarded by ads as they go about their daily lives, and according to survey results reported by HubSpot, 91% of consumers say this intrusive feeling has gotten worse in the past several years. That’s why many experts claim that the future of marketing lies in storytelling. 

This article will talk about what story marketing is, why it’s predicted to be the next big thing in the digital marketing industry, and what makes it an effective strategy. Along with that, we will provide you with some tips on how you can incorporate storytelling into your own advertising efforts in order to make them more successful. Let’s get started!

What Is Story Marketing? 

Story marketing is about creating a narrative that helps you position your company and your brand on the market and allows customers to more thoroughly engage with your message. Stories should be centered around your brand’s mission and how your products or services enhance customers’ daily lives. Creating a consistent plot and framing the customer as the lead character or “hero” in the story will help your brand forge a strong connection with your target audience.

This marketing strategy is vital in the 21st century because it encourages potential customers to think of your brand and your offerings in a different light. It helps you share your brand’s values and goals in a relatable and human-like way while always keeping the customer at the forefront.

Think of companies like Nike and Apple—their advertisements are rarely about a particular product. They’re always centered around a story (like Apple’s emotional 2019 Christmas commercial) because their goal is to provoke a feeling within the target audience. Nike’s advertising campaigns are often focused on making ordinary people feel capable and strong, which turns the viewer into the main character and positions them as a hero in the story.

Story marketing also helps you gain the trust of potential customers. If done correctly, marketing through storytelling is perhaps the best way to create a loyal brand following that consistently supports you.

How to Do Story Marketing the Right Way

Now that you know what story marketing is all about, you might be wondering where to start. Below are some important components you’ll need to include in your story marketing campaigns to make them compelling and authentic.

Understand Your Brand Values

First things first—understanding your brand values is crucial. Ask yourself the following questions:

  • What do you really stand for as an organization?
  • Why did you start the business?
  • What issues are you trying to solve for your customers?
  • How do you want to help shape the world?

Consider your core beliefs and your reason for doing what you do. The answers to these questions can help your team get a clear idea of your company values. This will help in all aspects of business and inspire you in the beginning stages of planning your story marketing strategy. After all, the stories you tell should reflect your values.

Defining Your Brand Personality 

When it comes to story marketing, your brand has to become a sort of “character,” or a human-like figure with morals, defining characteristics, and unique personality traits. A well-crafted brand personality will help you create a more intimate connection with customers that puts a more meaningful twist on the stories you tell.

If you don’t know how to define your brand personality, doing some research into common brand archetypes can be helpful. Knowing how you present yourself as a brand allows you to position yourself correctly within your stories. 

Using Your Values, Purpose, and Personality in Your Stories

The final step is making sure that your brand values and purpose are communicated clearly and that the marketing stories you tell highlight your brand’s character and primary goals.

The stories you tell should center around the customer themselves, but the message should be in-line with your values and personality. For example, if you’re a sustainably sourced clothing brand that values inclusion, eco-awareness, and accessibility to environmentally friendly products for everyone, the stories you tell in your ads and marketing campaigns should spotlight this and target people that share similar values.

Why Does Story Marketing Matter? 

Story marketing is one of the best ways to forge a connection between your brand and its potential and current customers. It allows people to insert themselves into the stories you create and see how their life might unfold if they purchase from you or support your brand. Storytelling in marketing engages customers and encourages them to become more personally and emotionally invested.