Telling the brand: corporate storytelling and personal storytelling

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brand storytelling IKEA
According to the classic definition, a brand is the element that distinguishes a company or person from its competitors .

It contains the identity, image and positioning that the brand has on the market and in the minds of consumers.

But the brand is much more.

And the purpose of brand storytelling is to tell and convey the values ​​of the brand.

It's not about creating a showcase site or publishing a couple of posts on Facebook.

Brand storytelling is a job that requires consistency and coherence.

The brand becomes the protagonist of a latvia cell phone number list story that must be told to excite the public and involve them on an emotional level.

To create effective storytelling , the brand must be treated like a person, it must be humanized .

This is the protagonist of your story, characterized by his or her own personality and a very specific tone of voice.

It needs to be contextualized through storytelling so that people can relate to it.

We need to create a system of shared values ​​around the brand .

What is the purpose of corporate storytelling?

Storytelling is a marketing technique that overturns the classic rules.

Until a few years ago, in fact, consumers were seen as a target to be hit in any way.

Today, the ways of doing marketing have totally changed.

The audience is seen as an interlocutor with whom to share an experience.

The relationship has transformed into a collaboration, in which both the brand and the consumers participate in the creation of value .

The brand's story, therefore, is the result of a co-creation process .

Building a brand is the basis of all activities and storytelling has the task of telling others about the system of values ​​that it contains.

Corporate storytelling can be conducted in two different ways, depending on whether we are talking about a brand or a person.