How Creating A Brand Narrative Wins Customers

The most successful brands become a part of consumer’s everyday lives. There are many Indian and foreign brands that have come to be so well known that people immediately recognise their logos and even know of the brand's origins. Of course, the largest domestic conglomerates fall in this category. Many of the best-recognised conglomerates have served people for decades; however, longevity isn't a prerequisite to impacting consumers. A number of young brands have made inroads into mature markets and toppled established brands. Whether the FMCG market where Patanjali is giving sleepless nights to HUL or the mobile space where innovative Chinese brands are taking market share from Apple and Samsung; new entrants prove longevity is no longer essential to building a successful brand.  

New Entrants Dethrone Established Ones  

Many new entrants have been able to challenge incumbents by creating captivating brand narratives. From the rediscovery of wisdom from ancient India where simple natural remedies allowed people to live healthy and happy lives, to the vision that feature loaded smartphones can be relatively affordable; Patanjali and OnePlus have created effective narratives around their brands. One of the best ways a brand can win consumers is by intimately interlinking itself in consumer’s lives. The best way a brand can become a part of consumer’s lives is by creating a narrative that appeals to consumers. 

The Power of a Brand Narrative 

A narrative is a brands story, and when well crafted, allows a brand to capture larger market share. Brands that have a narrative that resonates with consumers are able to charge a premium. Consider that Apple’s first Smartphone cost an unprecedented $500 dollars, money others bet consumers would be unwilling to pay, yet there has been no looking back for Apple since. The brand image and story of Apple is legendary and its vision to create technology that is intuitive and serves people is visible to consumers. Apple's narrative is partly responsible for its tremendous success.

Align a Brands Personality with that of Consumers  

It’s essential to note less well known and regional brands can also create effective brand narratives. As a matter of fact, a narrative that connects with consumers is one of the best ways for new entrants to grow and increase profits. A narrative allows consumers to play a part in a brands story. When consumers buy products from a brand whose narrative they like, they adopt characteristic of the brand for which they’re willing to pay a premium. By using a brands products consumers advertise to the world aspects of their personality that are similar to a brand’s personality. 

A good PR firm can help a brand create a personality and narrative that wins consumers. Because PR firms understand the media landscape and how to manage perception in the media, they’re able to understand a brands value and articulate it flawlessly to consumers. When consumers like a brand’s narrative, they want to be associated with the brand and are likely to buy its products. Because of PR agencies skilful use of media and expertise in managing perception online, they can reach consumers most likely to be captivated by a brands narrative. The best PR agencies such as Media Mantra can help even nascent brands succeed by creating unique brand narratives.   

Why Creating a Narrative Using PR is Essential Today

The general public is saturated with memes, logos, jingles, clever advertisements, billboards, pop
up’s, and other media. This makes it more difficult for brands to share a brand story, even when it is
clever and likely to resonate with the public. A brand's public image impacts the sales and profitability
of the brand. Brands that are able to craft an engaging brand story will attract more consumers only if
the brand story is widely disseminated. This is why brands need the help of a skilled PR agency.

A PR agency can ensure that a brand’s message is crisp and reaches the masses. Once a brand has something to announce publically, a PR agency can help the brand do so effectively. Among the top 10 PR agencies in India, Media Mantra has a talented team that understands media and the masses. The PR team at Media Mantra knows what kind of brand stories are likely to make an impact with the public and how to disseminate such stories. Employing its skills, Media Mantra helps brands create an engaging public narrative likely to attract consumers.

Brand narratives need to be continuous and evolving. Such narratives, when they are effective, create a relationship between a brand and consumers. Consumers who are attracted to a brand's narrative believe in the story told by the brand. They are far more likely to pay a premium for such a brand's products and services. Some of the best PR firms are especially talented at making a brand alluring to consumers. To do so they create a brand story customers want to be a part of. When a customer becomes part of a brand story, the brand plays an active part in the customer’s life. An effective brand story is intangible yet consumers with faith in the story are willing to pay a premium for the brand's products. Some of the most successful brands have the most captivating brand stories.

A new brand that wishes to make an impact quickly can best do so using a brand story. In a media-saturated world where urban consumers have hours of screen time every day, an engaging brand story can be heard clearly over the chatter of other brands. Brands that develop a relationship with consumers using a brand story command customer loyalty and become more attractive to investors. By regularly circulating consistent and attractive brand stories across media platforms, a good PR agency helps disseminate brand stories. A PR agency may also allow a brand to realise what kind of brand story it needs to attract a segment of consumers.

One of the attributes of a great brand is it has a connection with consumers; it is this connection that allows luxury automobile brands to command a premium. A similar connection allows soft drink makers to charge a premium for what is essentially sugared water sold in attractively designed bottles. When a new brand is able to create such a connection, consumers eagerly pay a premium for its services and products. A PR agency like Media Mantra can help new brands create a valuable connection with consumers allowing them to earn premiums and build their brand.