Some brands don’t just sell a product, they sell a lifestyle, a personal aspiration, a community, even confidence. By humanizing a brand and showing empathy, it can become relatable, trustworthy, and stand for something larger than just a dollar sign.
These brands reached their target audiences by selling the whole story, the bigger picture and people took notice:
A recent experiment from the Department of Emergency Medicine at the Perelman School of Medicine illustrates the influence and power of storytelling for businesses across all functions: Physicians who were told a narrative story illustrating opioid guidelines were more likely to recall the content of the guidelines than those who only heard a summary of the guidelines. Opioid overdose is the number two cause of unintentional injury death in the US and with quality care requirements being introduced, there is a strong financial business case for medical institutions to integrate storytelling into training.
Source: Medical Xpress
Medical tech start up DocDox does a fine job communicating their business’ story in their site description on Google search: “Created by a physician out of frustration with his previous method of patient management, DocDox gives physicians, residents, and other medical personnel…” They’ve immediately humanized their company and established themselves as one who relates and empathizes with the needs of fellow medical professionals. This fosters an immediate sense of trust and intrigue in their target audience that a summary of their services could not have achieved.
How could Budweiser’s Superbowl Ad, which told the story of an unlikely friendship between a dog and a horse have been predicted: “In a paper that will be published in the Fall 2014 issue of The Journal of Marketing Theory and Practice, Quesenberry and research partner Michael Coolsen focused on brands’ use of specific strategies to sell products, such as featuring cute animals or sexy celebrities. But they also coded the commercials for plot development. They found that, regardless of the content of the ad, the structure of that content predicted its success. “People are attracted to stories,” Quesenberry tells me, “because we’re social creatures and we relate to other people.”’—Further proof that a great story wins over flashy marketing bells and whistles everytime.
Nature Valley centers its content marketing strategy by using storytelling to build an emotional connection between their brand and their target consumers’ lifestyle and morals: “the brand team filmed over 400 miles of National Park trails around the United States, logging the experiences via video, photography and storytelling. The brand is attempting to showcase the Nature Valley lifestyle and its commitment to preserving nature, without directly pushing their products.. it is seeking to make an emotional connection with its consumers by giving them what they need to embrace their passion for nature.”