Alice asked the Cheshire Cat,
who was sitting in a tree,
“What road do I take?”
The cat asked,
“Where do you want to go?”
“I don’t know,” Alice answered.
“Then,” said the cat,
“it really doesn’t matter, does it?”

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The importance of storytelling in brand building

Team Whiplash, July 12, 2019

The importance of storytelling in brand building

Storytelling is part of the history of humanity. It belongs to the essence of the human being, and mastering the art of storytelling is not only necessary, but essential for any organization to build a powerful brand that connects with its followers emotions, generating affection and loyalty.

When it’s carried out successfully, storytelling can achieve impressive things, such as supporting a good marketing strategy or even turning a brand into a legacy. There are countless reasons for a company to cultivate a good narrative consistent with its values ​​and consistent with its purpose.

Although every organization has a story to tell, many find it difficult to communicate clearly and effectively what moves them and what they want to convey. To achieve effective communication that inspires and excites, it is fundamental to invest time in developing a story that helps to organize in a credible and powerful way the ideas and values ​​that sustain the brand and that are summarized in its raison d’être. If not, we risk to end up with a cluster of ambiguous and dispersed contents unable to connect with the wishes and aspirations of our users, real or potential.

When we organize the content on the basis of a story consistent with what inspires the brand, each piece we produce regardless of the format (post, video, press release) responds to an intention and a value proposition that supports the business’ strategy, encourages communication with users and supports the general vision of the company.

On the other hand, a well-constructed brand story helps to simplify and expose to the world the complexities behind the vision, values ​​and purpose of an organization, creating empathy with users, connecting with their aspirations and their needs.

All the companies that head the lists of the most valuable and best valued in the world have a history that transcends the product or service they provide. In most of these cases the story of the brand is deeply linked to the history of its founders, as is the case of Apple, Virgin, Tesla or Amazon. On the other hand, it is no coincidence that some of the brands mentioned as Apple or Tesla are in the top ten of the Global Empathy Index, and also among the most profitable in the world. The companies that lead that raking have also generated 50% more profits, which shows that there is a strong link between the empathy that is generated in the consumer and commercial success.

There lies the importance of building a good story, since the ability to tell a good story is essential and can undoubtedly be a differential element that helps the organization to position itself and gain a space in the market and in the hearts of consumers .

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