People aren’t interested in logos but they will stop what they are doing to hear a good story.
Opinions expressed by Entrepreneur contributors are their own.
In 2013, Google ran a promotional campaign in India using a clever ad. In this commercial, Google tells the story of two friends who’ve been separated as a result of the India-Pakistan partition and then brought back together after six decades, thanks to Google Search.
The beautiful and emotional story being told in this video will easily bring tears to your eyes, even if you don’t understand Hindi. And anyone who has seen it would remember it for the rest of their lives.
Google isn’t the only brand that made people cry using emotional ads. This is actually a psychological hack many brands use to evoke emotions in the audience through the power of storytelling. Which allows brands to be more memorable and build more meaningful connections with the audience.
Here are a few ways you can use this same hack and incorporate storytelling into your own marketing strategy to boost brand awareness and grow your business.
Tell your own brand story.
Every business website has an “About” page. Most businesses fill this page with boring stats and statements when they should be using it to tell their story.
Warby Parker does this well. Instead of taking the common approach, the brand tells the story of how it was founded, why they’re different and describes its mission to make designer eyewear more affordable for everyone. The brand even taps into the audience’s emotions by explaining how it donates a pair of glasses for every pair sold.
This is a brilliant brand story you can learn a lot from. A brand story is not always about showcasing history or timeline of your company. It can be both a mission statement and an engaging story at the same time.
Make an emotional connection.
According to a case study by HBR, making an emotional…
