Business View Civil and Municipal | February 2021

16 CIVIL AND MUNICIPAL FEBRUARY 2021 BVM BRAND MARKET ING want for a product or service. Storytelling takes the customer on an educational journey, allowing them to understand the brand, what it stands for, what the benefits are to them, and why its products are good value for money. This then leads customers to build strong feelings of want and desire, rather than just need. This is all part of creating a brand. Customers begin to feel something about it, which is want warrants a business or product the status of a brand. And it’s this emotional connection that differentiates you from being just a commodity seller based on price, and positions you as a recognisable ‘brand’ that people engage with on a deeper level. And research demonstrates that messages delivered as stories can be up to 22 times more memorable and effective than facts, which is why brand storytelling is a must-have tactic for 2021. How to tell a story Creating a compelling narrative requires a carefully devised long-term strategy. But, while this is an important element, what is perhaps the defining factor in commercial success is its ability to resonate with us, as humans. Storytelling should be powerful and filled with emotion, in whatever capacity that may be. From laughter and happiness to sadness and grief,