Art of storytelling in marketing

Storytelling is an important tool for human communication. Stories are told to share ideas, connect with individuals and understand the meaning of life. As a result, this beautiful art of storytelling has been used by companies to create an impact and connect with their audience. Nowadays, creating a brand image is not just about customers frequently buying a product or service. Rather, it is about generating a relationship, tugging at their heartstrings and creating an experience that makes them feel that they are part of the family. Hence, companies need to break that emotional wall. As a result, this tool has a much better outcome on customers than discounts, special features and memberships.

Storytelling gives life to a brand. It provides empathy and familiarity. For example, the advertisement Grameenphone's 'Shopno Jabe Bari Amar' still resonates with people till today. The beautiful song and visuals of people from all walks of life celebrating Eid with families is still loved by the audience. It created a huge impact on Grameenphone and the vision it stands for. If storytelling is done perfectly, it can be the most effective marketing tool to build a lasting relationship with customers. It is a strategy for marketers to gain trust and create reliability. In conclusion, companies can weave a beautiful story and utilise it as their advertising content to convey their brand message.

Parisa Tahseen Chowdhury,

Student of North South University,

parisa.chowdhury@northsouth.edu