Over the years, research has been conducted to understand consumer attitudes towards a brand and most of this research indicates that consumers in the era of digital transformation are active rather than being passive as it were before now. Therefore, it has become an impetus for brands to use storytelling as a tool to connect with their consumers.
The Effect of Consumers Knowledge on Brands Life Cycle
Consumers have attained a huge position in a brand’s life cycle based on the fact that they are more aware and informed and as such, they wear multiple hats that enable them to play different roles to a brand. They just don’t buy alone, they act as critiques and sometimes recommend brands to people and this can only be achieved because they are fully informed about the brand.
This knowledge consumer has about the brand was gathered over a period of time that they were exposed to the brand either through adverts, campaigns, personal encounters, or experience with the brand which has helped them form a perception about the brand.
The Paradigm Shift
Now companies have a clear understanding of consumers’ position in determining the future of a brand. brands. Companies are beginning to adopt the strategy of using storytelling to communicate the value, culture, vision, and mission of the company or brand in ways the consumer can relate with the brand and not feel that the brand is forcing its personality on the consumer.
This helps to shift the paradigm from companies or brands pushing content to attract the consumer to create compelling narratives that pull a consumer to the brand making them feel connected to the brand and are willing to participate in communicating the brand’s essence.
How to Use Storytelling
Storytelling is a tool in marketing communication that allows brands to use content in the form of a story to paint relatable images about itself to the consumer and it is called brand storytelling. It is a technique used to insert the brand perception in the mind of the consumer to pull consumers to the brand and to establish a relationship between the brand and its consumers.
The content of these stories is well crafted in such a way that consumers can easily connect to the brand and begin to see a particular aspect of their lives playing a role in the story of the brand.
Every brand exists for a purpose which is to solve consumer needs. Therefore, brands must at all-time ensure that content that communicates the essence of the brand is relatable.
In conclusion, it is imperative for brands to use storytelling to shape how consumers think and feel about the brand to build strong brand equity and increase loyalty. If you are looking to hire a brand to help you effectively shape your brand’s perception with powerful storytelling, contact us today.