Does storytelling in marketing work?

Brands like to tell stories. Whether it be in the case of a brand detailing how it was formed and what values have always been held at top priority (even going so far as to release a book like Ripcurl did in 2019), an individual’s story who, as the founder or otherwise, constitutes the values the brand is governed by, such as James Squire, or a story external to the business that is used to closely link shared values and ethics – just as Vegemite linked themselves to Australian athlete Ash Barty, pushing the message that just as she represents Australia, Vegemite do too.

Ash Barty fronts Vegemite's 'Tastes like Australia' 2018 advertisement campaign

Why do marketers use storytelling?

Storytelling is a popular tool as stories “are more likely to encourage vicarious participation” from the consumer (Woodside, A. et al., 2008). This higher rate of evoked emotional response leads to a higher likelihood of sharing the story via word-of-mouth communication as it is “usually organised as a story” (Escalas, J., 2004) in itself. Word-of-mouth for a business, of course, is a powerful tool to grow brand awareness and is (mostly) good news.

But what determines if there will be a positive association with the brand’s story? Ultimately, storytelling is used to humanise a brand. As the brand creates and shares its personality, consumers tend to anthropomorphise it, increasingly treating it as human. How closely tied a brand or product is to a particular personality trait or characteristic is the determinant to how likely an individual will interpret and perceive the brand as such (Aggarwal, P. and McGill, A., 2007). Therefore, the closer a brand is tied to symbol that represents a positive characteristic, the greater chance it will be perceived so.

It is therefore most beneficial for a marketer to craft a story whereby the brand helps to achieve goals set by a protagonist to build a favourable consumer-brand relationship (Woodside, A. et al., 2008). This universally positive image shapes a consumer’s immediate favourable perception of the brand, enticing both their interaction with the brand and a greater chance for the story to be shared via word-of-mouth.

Good stories are shared, increasing the number of people likely to interact with a brand

The key to a good brand story follows the same process as any story: “display the struggle between expectation and reality in all its nastiness” (Woodside, A., 2010). This can be difficult to achieve, but almost always present in brand stories is the separation and declaration between what the brand wants, and what is the status quo. Take the story of James Squire: a prisoner of the first fleet who had no means to follow his passion of becoming Australia’s first brewer but was so determined and skilled, he became renowned as Australia’s first legend. A consumer drinking the brand’s beer believes they are joining in to celebrating the life of an Australian icon and hero.

So, should every brand have a story?

Yes, to some extent. Storytelling in marketing works – the theory is there to defend its use. It motivates the consumer to anthropomorphise a brand so it can express its values in an easily digestible and evocative way. Storytelling is an ancient medium that has transcended countless cultures and generations – humans absorb stories well. It is a powerful marketing strategy that can easily shape consumers’ perceptions and behaviour.

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References

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B & T Magazine, (2020). Ash Barty Fronts Vegemite’s Latest ‘Tastes Like Australia’ Ad. [online] Available at: https://www.bandt.com.au/ash-barty-fronts-vegemites-latest-tastes-like- australia-ad/ [accessed 28 March, 2020].

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Rip Curl, (2019). Introducing the Rip Curl Story. [online] Available at: https://www.ripcurl.com.au/news/product-news/introducing-the-rip-curl-story.html [ accessed 28 March, 2020].

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