A marketers’ goal is to get their message across successfully and spark positive action in their audience. The number one way to get people to listen and understand is to make them feel something – this is where storytelling comes in.
Former Forbes council member Kristopher Jones writes, “A good story makes people feel connected, which is the ultimate persuasion factor. Use storytelling for not only a product or service push, but also for your brand” (Jones, 2017). Storytelling humanizes a brand and allows consumers to relate emotionally. A great example of this is Coca-Cola. Their brand is centered around making people feel joy in togetherness and community. This is demonstrated in their commercials or ads constantly featuring friends and families savoring Coke in festivity. As well as their iconic “Share A Coke” campaign which personalized each bottle with a different individual’s first name and encouraged consumers to buy and share with their loved ones. This links the association between Coke and a personal relationship or treasured memory. The campaign highlights Coca-Cola as a symbol of happiness, togetherness, and meaningful connections rather than just a soda.
Being consistent in your messaging and creating a story around your brand or product will push consumers to truly believe in it. Whether that’s making consumers feel magical like Disney or promising safety like Volvo, the best brands make their audiences feel connected through well-crafted storytelling.