How to apply it in your company?
Posted: Mon Feb 17, 2025 5:50 am
Establishing or changing a company’s brand narrative is a complex task. First, you need to know that this process occurs in stages .
Planning is essential to ensure an accurate presentation to the audience. Otherwise, there may be a disconnect between these people and the DNA of the company .
If this happens, one of the consequences will be that the audience loses interest . However, if people are convinced by the story being told, your company will have a great advantage.
Therefore, it is important to work on this narrative, projecting a future full of benefits.
In this way, it is easy to create in the consumer the idea that there is a “prize” waiting for them at the end of the journey.
Below, take a look at the steps involved in this process and how to apply brand storytelling to your company.
Align the new brand narrative with the company
A brand narrative should reflect the company's vision. Therefore, it is important to have an alignment of perceptions among executives.
These people will use their extensive market experience to determine which paths to pursue. Of course, the organization must align this knowledge with the brand's audience .
An effective brand narrative is one that generates an impact on the consumer.
Even if the audience doesn't know they need to follow a new story, it must make sense. Only then is it possible to have an effective strategy.
Name the change
The next step is to contextualize the current market situation. To do this, you need to explain what your competition has been doing.
It is not about belittling competitors or criticizing what they offer, but the focus should be on introducing changes in the business.
At this stage, it’s important to separate the old from the new . This way, the audience can understand that your company is building a narrative.
For example, a technology company wants to launch a new smartphone that features four cameras. Therefore, it needs to prove that current phones are effective, but the next generation is coming.
Apple used this approach to introduce the senegal phone number list AirPods Pro. Wireless earbuds were already on the market, but the company again used the concept of “thinking differently.”
Thus, it was able to introduce a new product using an effective brand narrative. Once again, the story told was of something unique in the market.
airpods campaign
So to do it correctly, you need to present a narrative comparing:
the current product or service (which will become obsolete);
what your company offers (which will be the future).
In the midst of this introduction of the brand narrative, companies must indicate why the change is necessary ; it is important to explain how the audience will benefit from a better service or product.
Planning is essential to ensure an accurate presentation to the audience. Otherwise, there may be a disconnect between these people and the DNA of the company .
If this happens, one of the consequences will be that the audience loses interest . However, if people are convinced by the story being told, your company will have a great advantage.
Therefore, it is important to work on this narrative, projecting a future full of benefits.
In this way, it is easy to create in the consumer the idea that there is a “prize” waiting for them at the end of the journey.
Below, take a look at the steps involved in this process and how to apply brand storytelling to your company.
Align the new brand narrative with the company
A brand narrative should reflect the company's vision. Therefore, it is important to have an alignment of perceptions among executives.
These people will use their extensive market experience to determine which paths to pursue. Of course, the organization must align this knowledge with the brand's audience .
An effective brand narrative is one that generates an impact on the consumer.
Even if the audience doesn't know they need to follow a new story, it must make sense. Only then is it possible to have an effective strategy.
Name the change
The next step is to contextualize the current market situation. To do this, you need to explain what your competition has been doing.
It is not about belittling competitors or criticizing what they offer, but the focus should be on introducing changes in the business.
At this stage, it’s important to separate the old from the new . This way, the audience can understand that your company is building a narrative.
For example, a technology company wants to launch a new smartphone that features four cameras. Therefore, it needs to prove that current phones are effective, but the next generation is coming.
Apple used this approach to introduce the senegal phone number list AirPods Pro. Wireless earbuds were already on the market, but the company again used the concept of “thinking differently.”
Thus, it was able to introduce a new product using an effective brand narrative. Once again, the story told was of something unique in the market.
airpods campaign
So to do it correctly, you need to present a narrative comparing:
the current product or service (which will become obsolete);
what your company offers (which will be the future).
In the midst of this introduction of the brand narrative, companies must indicate why the change is necessary ; it is important to explain how the audience will benefit from a better service or product.