A brand is at the core of a company's success. A solid, trusted brand is necessary in order for your company to prosper. Your company’s brand is not only what makes a lasting impression on consumers, but also allows your customers and clients to have a firm grasp on what to expect from your company. It is a way of distinguishing yourself from the competition and a way of demonstrating what you offer and why that makes you the better choice. Your brand is built to be a true representation of who you are as a business, and how you wish to be perceived.
When you think of a traditional storyline, there’s a protagonist, antagonist, plot line and hopefully a resolution. Branded storytelling for a company functions in the same way. Your company is the protagonist, your competitors the antagonist, the plotline is the product or service you supply to your customers and the resolution is the value your customers find in your offering.
Storytelling is the art of developing an engaging connection between your offering and the value it provides to your customer. It is important to note storytelling is not about pushing your message onto your customer, it is about involving them in the process of the story developing.
Informative and persuasive advertising are both powerful tools to use when conveying the strengths of a company's product or services. Although both forms are useful resources for building a brand and conveying a message, they have their differences and should each be used strategically. The major differences in these advertising techniques relates to the ways each seeks to deliver information. Informative advertising has persuasive techniques, but relies more heavily on facts, whereas persuasive advertising seeks to appeal to consumer emotion to close the sale.
Word-of-mouth advertising is essential to driving everyday business and increasing positive brand awareness for every company. Customers engage with a business on a multitude of platforms and touchpoints and it is important to keep a positive reputation from social media to customer service. Driving positive word-of-mouth can be key to customer retention and acquisition. Using, for example, social media, you can create engaging content to drive the consumer's engagement with the brand on those platforms. Word of mouth advertising can make a big difference in the growth of your company.
Here are some key cornerstones to help increase positive word-of-mouth advertising:
Auburn Advertising is a public service of Inner Spark Creative, a full service advertising agency and marketing partner located in Auburn, Alabama. This site is intended to share information about advertising and marketing related topics that are useful to businesses in the Auburn/Opelika market of East Alabama