Brand Storytelling with an Integrated Approach

By: Emily Johnson, Element

From 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.

Once we have fully defined your organization’s position, persona, and voice, we develop an integrated marketing strategy to attain your goals. Perhaps you want to reach younger audiences, grow eCommerce sales, or position yourself as the premier brand in your industry. Whatever your goal may be, it is paramount that the methods used in telling a brand’s story are based on the business goals paired with our research and strategy.

While the specific channels and methods leveraged in a marketing campaign will vary by need, you should express your brand’s narrative in all marketing efforts. Whatever your campaign strategy includes, you must understand the dynamics of each to adapt your story adequately. Social media and billboards, while being both quick-hit platforms, interact with audiences in very different ways. The success of both methods requires a scaled-down brand story that can be told in three to five seconds and the words or phrases must clearly convey the brand messaging based on the integrated strategy. At Element, we also go beyond words to communicate your organization’s story—utilizing imagery, color, typography, and design as integral pieces of brand storytelling.

Integrated marketing focuses on utilizing various forms of communication in successful ways based on strategy. All the pieces of a brand’s marketing strategy should sound, look, and feel the same—without being mirror images of each other. By unifying all pieces of your marketing communication and leveraging the specific mix of media, channels, and tactics, you can achieve a consistent look, feel, and tone to your brand’s story that will reach your target audiences—providing them with a convincing brand message.

With so many moving parts in brand storytelling, creating a fully integrated campaign ensures a consistent brand message that utilizes a data-driven strategy for maximum impact. From design and content marketing to public relations, social media, SEO (Search Engine Optimization), paid media, and more—your marketing tactics will always be more influential together than they are on their own. That is why we use strategy and research to find the right blend for your business to achieve its goals and boost your bottom line.

In the world of marketing, stories are employed to act as methods of proof and persuasion. Grow with people you know!

0pening in Howard soon!

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Spend the day on a beautiful course while supporting CP.

33rd Annual

Monday, July 25 Green Bay Country Club

Foursome | $1,250 Individual | $300

Includes green fees, cart, golfer gift, lunch and hors d’oeuvres Shotgun start @ 11 am

Register at wearecp.org or contact Maddy at (920) 337-1122 x1205