Storytelling in Marketing
Brand Storytelling with an Integrated Approach By: Emily Johnson, Element
10 Collective IMPACT | Spring 2022
F
rom prehistoric cave paintings to literature and shadow puppetry, stories have been shared in diverse ways since the dawn of human existence. Deeply rooted in human nature, storytelling is a powerful tool used to influence, teach, and inspire audiences. At Element, we know that a well-crafted narrative can forge purposeful connections between people and ideas. For a brand, stories can do what facts and statistics cannot do on their own. In the world of marketing, stories are employed to act as methods of proof and persuasion. When telling your brand’s personal story, you can make logical cases for why your audience should choose you over the competition, showcase credibility in your industry, and appeal directly
to your audience’s emotions. A brand’s story not only creates a connection with your target audience but helps establish familiarity and trust, which translates to brand loyalty. Every brand has a message to share—the key is knowing how to share it effectively. The Element team focuses on crafting powerful stories for targeted audiences at strategic times. By fully integrating our efforts, we found ways to interconnect disciplines and provide brands with holistic solutions backed by data-driven insights. Competitive research and brand persona development are crucial facets of the integrated marketing strategies we develop for our clients. We know that starting with a strong understanding of the brand’s position and target audience will lead to stories that resonate.
