By Jonathan Baker and Hailey Lipiec, Social Media Manager at EGC This is a delicate time for brands. What can improve chances for success? Take a break from your daily tasks. Get the story on effective brand storytelling. (Oh, and if your brand contributes to society, you have an edge you might not be aware of.) The Power of the Narrative Times are challenging. One example of these challenges is an overall negative sentiment among consumers. Now, more than ever, the human touch is needed. A strong narrative, engagingly presented, goes a long way to help make brands stand out. How so? The Emotional Connection Marketers and advertisers should keep in mind that a brand’s products and services are as much as about how they make a consumer feel, in addition to serving their intended purpose. Through effective storytelling, a sense of openness and trust between brand and consumer is established. (And being trustworthy has more merit today than ever before.) Importantly, brand storytelling must be complemented by genuine action and authenticity… What are the Priorities of Consumers? Values such as sustainability and social consciousness rank high in the mindset of today’s consumers, many of whom are members of Generation Z. In fact, a brand’s values can make or break the connection with its customer base. Well-known brands such as Ben & Jerry’s and Bombas are becoming as renowned for their activism as they are for, respectively, ice cream and apparel. Brands that effectively combine goods and services with making a difference for the better become what is known as “purpose-driven” in their messaging. Let’s take a closer look… The Power of Purpose-Driven Brand Storytelling Brands that deliver purpose-driven messaging stand out and apart from their competitors. The resulting advantages include: Increased sales of product and services. Better conversion rates, where prospects become customers. Stronger and continued customer loyalty. How’s that for power? Does Your Brand Have the Potential to be Purpose-Driven? Review the last sentence in the first paragraph. If your brand helps society—through participating to worthwhile causes, contributing to charity events, or other initiatives—you have an edge. This edge will promote your brand as one that is purpose-driven. To accomplish this, consider implementing calls-to-action (CTAs) that prominently feature the cause your brand supports, such as a separate menu on your website describing your efforts. Obviously, social media is another effective method for making your sense of activism known. And let us not forget public relations, which adds a personal touch to your brand, your staff members, and the cause you support. As stated, the times we live in are uncertain. Through standout storytelling and purpose-driven advertising, brands have a better chance of staying top-of-mind among today’s consumers. Let The EGC Group help give your brand purpose. Contact us to find out how.
