Brand storytelling is a relatively less used term. E-commerce sales have been explosively growing. There’s a reason why people prefer to shop online. Correction, there’s not one reason, there are so many reasons. Starting with convenience, people can shop whenever they want, wherever they want, however they want, in any device they want. You know what I mean, right?
And second, there are so many coupon codes, discount codes, special offers online, and exclusive online products. Other reasons include reviews, people can meticulously read what others think about a particular product and make an informed decision. This way customers know what they can expect. There is a free returns option also. In a world full of amazing brands, how can your brand stand out? That’s through Brand storytelling.
Branding VS Storytelling
Brand storytelling is very different from branding. For starters, branding focuses on very materialistic things like color, theme, logo, aesthetics, and creates an image of how a particular brand should be perceived by a customer.
But brand storytelling is different. Brand storytelling is how you emotionally connect to a customer by being your authentic self and what purpose you serve for the customer. The main goal of brand storytelling is an excellent relationship marketing tool.
Why is Storytelling important during the holiday season?
This is one question which always arises from a customer. Why should I buy from you? As an e-commerce brand, what values do you stand by? What do you provide for me other than the product, is what the customer in 2023 wants to know? Brand storytelling plays an important role here. Brand storytelling makes you:
- Establish emotional connection
- Stand out from the crowd
- Build trust and authority
- Make them feel included in your community
8 Branding storytelling ideas during the holiday season
1. Website design
Your website or your social media may be the first thing that a customer sees which sets a definitive image in the customer’s mind. Make sure that you say something that truly defines what you are and what you stand for. Your website homepage or your website design doesn’t just have to be about what you represent. Even very minimalistic touches can be very influential on your customer. For example, take a look at the micro animation below which sets the holiday mood even with a very micro interaction. This contributes to one of the elements of storytelling – Attention-grabbing.
2. Streamline the checkout process
Streamlining the checkout process is one small gesture from an e-commerce brand that you show on your site that you really want to make your customers feel convenient. Especially during the holiday season when the customers are in a rush? This not only increases conversion rates but also establishes a good customer experience.
3. Be your authentic self
Brand Storytelling is establishing that your brand stands for something. Don’t force your brand to be something that it’s not. Stand for what it really means, even if it means something really small. Take Patagonia, even on Black Friday, they stood by their values and boycotted the huge sale of the year opportunity. They opposed mass consumption during the holidays and their brand advocates even grew fond of what this brand did.
4. Unified messaging in all channels
All the channels through which you communicate, be it social media, be it your website, be it your brand tracking page, be it your holiday packaging, be it your emails or SMS, be it your customer support representatives, set the tone right. All these touchpoints revert back to your emotional connection.This unified messaging not only creates consistency but also builds trust and credibility.
Your brand, when it has a unified strategy, represents one thing and one thing only – your brand’s value, which is conveyed more and more to the customer once they get to experience all your touchpoints.
5. Customer testimonial
Customer testimonials are the social proof of what your brand stands for. This assures customers that you deliver what you say, leads to more conversions, and increases trust.
6. Showcase your CSR value
If you’re doing something that’s good for the environment and the people around you and your customers, then you should definitely take the liberty of showing that off to your customers. Not to sound very salesy, but good deeds are not meant to be kept a secret.
7. Holiday Packaging
Holiday packaging is one exciting touch point that you can use to further establish an emotional connection. You can customize your packaging, opt for eco-friendly gift options, add gifting options, do personalization, allow customers to add personalized notes, make interactive QR codes. This can lead to a very exciting unboxing experience.
8. Branded tracking page
Brands often think that nothing much could be established on branded tracking pages. But we are here to say that it’s not the case. You can add a number of content to your branded tracking page. You can add videos saying what your brand does and how the product that is being shipped to the customer can be used. This promotes customer education also, which reduces the number of returns. Branded tracking page is a great way to interact with your customers post-purchase.
Bonus Tip: Build a memorable customer experience
Building a memorable customer experience ties several knots to the relationship that you already have with your customer.
40% of shoppers do not come back to you after a poor delivery experience.
So, in any part of the customer journey, be it pre-purchase or post-purchase, there cannot be any compromise in what you offer. If the customer is not satisfied with the experience, this creates a negative brand image which cuts all the ties that you’ve tried so hard to establish.
Final Word
We live in an economy where relationships hold the primary power. Establishing an emotional connection with your customers is very important as we state again and again and again. E-commerce is not just about convenience and variety of products anymore, it’s more than that. It’s a good strategy to include brand storytelling in your marketing in order to convert customers. This increases customer retention when a customer feels connected to the brand.
Good luck!
