Strategic Brand Storytelling – London, UK 

In the fast-paced city of London, images flash by commuters without even a second glance. On the tube, in the papers, on the billboards that light up London’s Piccadilly Circus and on their phone. Your audience is no longer paying attention. 

This calls for a new way of doing things. There has been a huge shift in how to connect with your audience and successfully advertise to them, leaving brand storytelling a key component of your marketing campaign. 

Brand storytelling is selling a narrative, an experience and a lifestyle. We all want to feel part of something. For many graduates the dream is to work in London and once you get there it becomes all you can talk about. But this move can make you feel isolated. Us Londoner’s can be a cold bunch. With busy schedules that leave us constantly running late to get to the next activity, we rarely stop and chat. So like the recent graduates looking for their place in London town, brands that want to make it big, have to stand up and stand out.

So the question is: how does a brand create a space for themselves in a hectic and oversaturated market? Brand storytelling is taking the essence of your company, the values you stand for and shouting about it. Be the change your customers want to see. In a world where authenticity is the new trigger word, brand storytelling is an indispensable method to sell your true selves. Glossy, edited images don’t spark interest, but taking a stand for social issues, displaying a clear and true understanding of problems that need tackling will help you create a proper connection with your customers. 

So we know that brand storytelling is the modus operandi but how can it be achieved? Insight. Know your audience. Do not assume to know what the average London commuter wants to change about their morning routine from their bed, to their overpriced London cup of coffee on the way to the office. Spend time with them, truly understand where and how your products could improve their mornings. 

Through brand storytelling the product becomes secondary. With a captivating campaign, the consumer will see there is something in your story that they also believe in or want to be part of. Build a community that thrive off each other and continuously evolves to create something bigger than themselves. But most importantly, be human. Society is saturated in automated messages, ads and systems. Be real and own up to your mistakes to gain the loyal fanbase that you desire. By creating this connection with your customers, they will purchase the products that can help them achieve this branded nirvana.