The story you tell about your brand to your target audiences are important bridge to make sense of your engagement with them. Your stories can be the rationale behind their choices. However, the kind of story that your target audience will relate is the one that is authentic, positive, inspiring, relatable, genuine, and consistent. Only then you will be able to build loyalty and trust with them.
How to be more consistent with your story
your target audience may have their own beliefs or passions. Hence, make sure that you craft stories that match with them and make them relate to your stories. Keep in mind that customers are powerful to switch to another brand especially if yours don’t have the narrative that match with what they believe. For example, they believe in sustainable world but your brand consistently creates unnecessary waste. So it is important to bake consistent storytelling to build loyalty and trust:
Build reliable digital experience
Provide a digital environment in which consumers can have special digital experience telling and sharing stories. You can use various digital platforms such as social media, online forums, or review sites to enable and enhance storytelling power. Make digital experience easy for consumers to engage in.
To create this kind of digital environment and experience, you may have to consider moving toward composable IT architecture which improve flexibility and ecosystem management. It allows you to provide your customers a seamless and intuitive omnichannel experience and highly personalized marketing campaign.
Consider collaborations
It can be more challenging for your business as an emerging brand to get your stories across and build brand trust and awareness. Hence, it can be a good idea to do a collaboration. You may consider a partnership with a like-minded brand to build a ‘circle of trust’. collaboration means you create new brand’s story through each channels and platforms. This way, you can expand your customer base wider.
Stay consistent and relevant
You may create a story that tells about your brand. However, it is no longer enough due to today’s social purpose and brand activism. If you want to engage deeper with consumers and influence their decision-making process, you need to be actively involved in the causes they care about. Make sure that you do it in a consistent manner and stay relevant to your identity. Through your consistent storytelling, you need to show your brand’s social stance reflected in one digital voice across digital settings.
Change negative narrative
In business industry, it is so easy to lose trust. In fact, we are living in a situation of trust deficit. Business sector is the most common place with high potential for frauds. For example in insurance case, it is easy for consumers to feel skeptical about insurer’s willingness to pay up against legitimate claims. On the other hand, insurers are often cautious of fraudulent claims. Hence, it is best to create a story that can boost fair decision making by involving customers in your fairness narratives.
