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You get branding and storytelling mixed up? Branding is an essential part of your communication strategy, and you most certainly use this term a lot. Do not make the mistake anymore.
Branding (or brand content) is, as Jeff Bezos said, "what people say about when you're not in the room". It is the marketing efforts you will put into creating your brand identity.
Storytelling, on the other hand, is more about the way you communicate, the messages you convey, just as Seth Godin says: "marketing is no longer about the stuff you make but the stories you tell".
In this article, we will help you understand the main differences between branding and storytelling.
Branding is the broader marketing strategy that includes storytelling. It is the fundamental communication of your brand. What are the brand elements you can communicate about? You can communicate on every element that carries your brand identity: your name, your logo, your slogan, your character...
Branding is a fundamental part of your marketing plan. Communicating wisely on your brand will help you:
A proper branding strategy will take time, but the investment is worth it in the long run.
Storytelling is part of branding strategy as it allows you to build a bridge between your company and your customers. It is the humanizing part of branding, the one in which you give your audience stories they can identify themselves with and help increase your visibility.
Coca-Cola, one of the most influential brands globally, is well-known for its impactful advertisements. They are aware that stories are much easier to remember than simple facts. Whether they address their audience in print media or visual media, they always manage to deliver a core message that matches their core brand image.
They can convince the public that their beverage is much needed, and that is the power of storytelling. Here is a video of Coca-Cola’s storytelling methodology, presented by Kate Santore (director marketing of the Coca-Cola company):
Why should you care about developing your storytelling skills? Well, because it is a tool of interest!. It allows you to:
To make the most of your storytelling strategy, you should always keep the following in mind:
Now that you know the difference between branding and storytelling, you may wonder how to combine them. It would be best if you included storytelling inside your branding strategy, but how?
In creating a powerful marketing plan that tells your unique story which will not only benefit your visibility but also to your credibility. Remember that storytelling is a great option to provide them with a personalized brand experience.
In the complex world we live in, stand out and build a unique and authentic relationship with your customers. At the time of automation, go back to simplicity and tell your story. Another strategy to boost your branding strategy is to call on influencers. If you want to know more about influencer marketing, read our article: 5 good reasons to use influencer marketing strategy to increase conversions.
You may have other questions on that specific topic? Don't hesitate to contact our dedicated team, we'll be pleased to help you.
By Emma Jeanpierre
10 Sep, 2021