Business View Civil and Municipal | February 2021

15 CIVIL AND MUNICIPAL FEBRUARY 2021 A s we enter 2021 with a fresh and positive mindset, we are also entering the New Year with a brand-new set of tactics to help reach new consumers by placing brands, products and services at the forefront of desired audiences. When it comes to brand marketing, storytelling is pivotal when trying to create relationships with consumers. By utilising emotion and taking a humanistic approach in this, brands are able to provide consumers with reasons as to why they should buy into their products, without a pushy, non-emotive hard-sell. With that in mind, Matthew Hayes, Managing Director at brand agency Champions (UK) plc, explains why storytelling is a must-have tactic for the year ahead. The art of storytelling Now more than ever before, resonating with the audience on a personal level is key, and what better way to do that than through storytelling. Marketing doesn’t always have to be about a direct sales pitch, but rather a connection and relationship that has been built up over time. And with that, comes brand loyalty and customer retention. When done effectively, storytelling is truly an art within itself. Sales should equate to product education rather than direct instruction. And it is this that makes people subconsciously realise their need or Storytelling: The must-have marketing tactic for 2021