By: Yesenia Gonzalez, Digital Account Executive at ASC
What are the things that make a brand successful? Revenue growth, name recognition, and longevity are elements of success that may come to mind first. Storytelling is another element that deserves the spotlight. At ASC, we believe sharing stories that are memorable, authentic and emotionally connected to the audience will help make your stories your brand’s best asset.
Make the Message Memorable
Powerful, creative, amusing, sentimental, unforgettable, and relatable are just some of the qualities we associate with compelling stories. According to Stanford Marketing Professor Jennifer Aaker, stories are 22 times more memorable than facts alone.
There’s a reason we will install adblockers on our browsers and pay extra for premium subscriptions to avoid ads, but gather around the living room during the Super Bowl season. The Budweiser Clydesdales are a nostalgic fixture; Snicker’s launched their notorious “You’re Not You When You’re Hungry” ad during the 2010 game (this phrase is still used in their marketing today); and Apple’s “1984” ad is lauded as one of the most memorable Super Bowl ads of all time. These brands are powerhouse names in American culture, and they continue finding new ways to tell stories that leave a lasting impression.
Making the message memorable and repeatable is crucial. Ensure the entire organization knows how to share the same story consistently for an enduring impact. ASC demonstrated this when we developed and delivered a total communications audit and content strategy that set the National Cybersecurity Center up for greater success.
Build Trust Through Authenticity
Authenticity is an important factor that 86% of consumers consider when deciding to support a brand. Identifying your audience’s needs and understanding your brand’s core values when communicating any message are the keys to building trust and brand loyalty. Here are some things to keep in mind:
- Hopping on the latest social media trends
- This makes sense if the trend aligns with your brand; otherwise, it will confuse your audience or, at worst, alienate your audience.
- Quality over quantity
- Don’t oversaturate your audience with low-effort content. The average person views roughly 5,000 ads every day. To cut through the noise, your communications efforts need to stand out.
- Choose partnerships wisely
- Influencer marketing is a booming industry, and reached $24 billion in 2024. While working with an influencer has many benefits (such as connecting with a targeted, trusting, built-in audience), make sure the influencer you are collaborating with makes sense for your brand. Is their target audience the same as yours? Does this influencer’s values align with your brand’s values?
Create an Emotional Connection
Brands aren’t just selling products or providing services; they’re selling solutions to their audience’s problems and needs. Subaru is an example of a brand that provides a solution and brings an element of emotional connection with their audience in one of their ads. In this emotional ad, they are promoting the safety of their vehicle when the unthinkable happens and a woman’s partner and child are involved in a car accident. The heart pounding and ear ringing sound effects convey the long and difficult moments before confronting the gravity of the situation.
Any car manufacturer can list the latest tech specs for a vehicle and speak at length about fuel efficiency. While those factors are important considerations before making a purchase, connecting the brand to a real-life scenario adds a personal touch. Audiences might not remember the facts and figures the first time they hear about a vehicle, but they will remember how they felt imagining their loved ones in a precarious situation.
In the wise words of prolific storyteller Maya Angelou, “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.” At ASC, we are committed to helping our clients tell their brands’ stories in authentic ways that resonate deeply with their target audiences. Learn more about how we harness the power of storytelling to help our clients achieve great things.
