Agriculture companies do not tend to prioritize brand awareness and telling their company’s story. However, brand awareness and storytelling can be a highly impactful method to increase lead generation for your business. Today, we take a deeper look into the science behind storytelling and how you too can use brand storytelling to drive business growth.
Understanding the Science of Storytelling Can Help Your Brand
Humans are wired for storytelling. From history, you can tell due to paintings to novels we read today. In fact, the ability of a story to captivate its audience has been scientifically proven. Stories have the power to change a person's biology, influence their behavior, and elicit a variety of emotions.
Stories Can Be Related To
When you read, listen to, or watch a compelling story, you are likely to feel emotions for the characters. You identify with their emotions and problems, imagine interacting with them in real life, and put yourself in their shoes. Customer care is piqued by effective brand storytelling, which leaves them wanting more.
Stories Release Chemicals
A nice story has likeable characters, a build-up of tension, conflicts, plot twists, and a resolution or statement at the end. The brain releases the chemicals oxytocin and cortisol when a person reads a story and is excited or encompassed within it. Humans are compelled to empathize with and care for the characters depicted in stories by oxytocin, also known as the "love" chemical. Cortisol, also known as the "stress" chemical, raises a person's alertness and causes them to pay close attention to what they're learning.
Stories Help Audience Retention
People are constantly bombarded with advertising, whether at work, at home, or while commuting, to the point where it's impossible to retain all of the information consumed. Brands must use the power of storytelling to capture and hold the attention of their customers. When information is delivered in the form of a story, people are far more likely to process and remember it.
How to Tell Your Brand’s Story
One story at a time! - It’s hard to follow two stories at once.
Define the Purpose of the Story - Make the narrative known.
Relate the Story - Relatable stories help with emotions.
Structure the Story - Structured stories tend to be more well-written and easier to follow.
Be genuine - Authentic stories will help with audience retention rather than disingenuous ones.
Give Your Company An Identity
It's time to give your brand an identity once you've defined its personality. You'll need to update or create a logo and phrase that will appear in all of your marketing materials to accomplish this. These brand identifiers are a basic representation of the attributes and benefits that your company provides.
Your brand statement, which should be one or two short sentences long, will explain your business model in greater detail, inspire your intended audience, and encourage them to pick you over competitors.
Use Emails To Strengthen Your Brand
In today’s world, email marketing is a great way to increase your engagement with customers, pre-existing or prospective. Email marketing helps gain traction with higher engagement rates. There are 3.9 billion daily email users. Taking advantage of the statistics will help your agriculture company with more significant leads. Email marketing campaigns may be one of the most effective ways to generate leads for agricultural businesses. Emails are not randomly sent but a part of strategic and calculated marketing campaigns. Creating an email marketing campaign that targets your buyer persona could build relationships and grow revenue.
Brand storytelling is not as challenging as it seems! Through using the brand storytelling tactics outlined above, you too can prosper from the benefits that come from it.