Branding Through Storytelling in 2012

The most common description of a brand is that it is a "name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers" (American Marketing Association). This definition is oversimplified since a brand also includes the consumers' experiences, stories, messages and feelings. Brands are communicated to the target audience by means of different branding techniques.

Narrative branding closes the distance between the brand and the customer since it embraces the audience and makes the customer's purchase more personal. Marketers should more often use storytelling techniques to communicate their brands. It can be done through comedy, romance, irony and even tragedy. By listening to a story about a brand, the customers are able to define the brand for themselves. The brand in a sense reinforces identity while the fundamental values of a brand relate to the customers.

Marketers should, in addition to traditional media, also embrace new technologies to tell a story about their brands. At the same time a social connection with the consumers could be made. Knowing more about consumers can furthermore be used for tailor-made marketing messages. The story can be told from the perspective of the company's employees, founder or consumers.

The most important aspect is that the story should communicate with the different target audiences on a common ground and fulfil their different needs. The story should kindle an emotional response from the consumer. The brand plot, however, depends on the product type and also the industry.