"Brandtelling" is a marketing term that refers to the practice of using storytelling techniques to build a brand and connect with its audience. It involves creating a narrative around a brand that communicates its values, mission, and purpose in a compelling and engaging way.
Brandtelling is rooted in the idea that people connect with stories on an emotional level and are more likely to remember a brand that tells a story that resonates with them. By using storytelling techniques, brands can create a more personal and relatable connection with their audience and differentiate themselves from competitors.
Effective brandtelling involves identifying the key elements of a brand's story, such as its history, values, and unique selling proposition, and using those elements to craft a narrative that captures the attention of the audience. This can include using multimedia content such as videos, images, and social media posts to tell the brand's story across multiple platforms and touchpoints.
An example of brandtelling is Nike’s "Just Do It" campaign. The "Just Do It" campaign was launched in 1988 and featured a series of ads that showcased athletes pushing themselves to their limits and overcoming obstacles to achieve their goals. The campaign's tagline, "Just Do It," became synonymous with Nike and is still used by the brand today.
Through its "Just Do It" campaign, Nike was able to connect with its audience on an emotional level and inspire them to push themselves to achieve their own goals. The campaign also helped Nike differentiate itself from competitors and establish itself as a brand that is dedicated to helping people achieve their full potential.
Marketing is the process of identifying and satisfying the needs and wants of customers through the creation, promotion, and distribution of products or services. It involves a range of activities, including market research, product development, branding, advertising, sales, and customer service. The ultimate goal of marketing is to create value for both the customer and the business by delivering products or services that meet the needs and wants of the target market and generating profits for the business. Effective marketing requires a deep understanding of the target audience, as well as the competitive landscape, and the ability to create and communicate a compelling value proposition that differentiates the business from its competitors.
Marketing distribution channels are the different ways in which products or services are made available to customers. These channels can include:
Direct selling: Selling products or services directly to customers through company-owned retail stores, e-commerce websites, or sales representatives.
Indirect selling: Selling products or services through intermediaries such as wholesalers, distributors, or retailers.
Online marketplaces: Selling products or services through third-party online marketplaces such as Amazon, eBay, or Alibaba.
Affiliate marketing: Selling products or services through affiliate networks, where other websites or individuals promote and sell the products or services in exchange for a commission.
Direct mail: Sending promotional materials or product information directly to customers through mail or email.
Events and trade shows: Showcasing and selling products or services at industry events or trade shows.
Partnering: Partnering with other companies or brands to sell products or services together, such as co-branded products or joint marketing campaigns.
Choosing the right marketing distribution channel depends on factors such as the target audience, product or service type, and business goals. By utilizing a variety of marketing distribution channels, businesses can reach a wider audience and increase their chances of success.
Public relations (PR) is the practice of managing and shaping the public image and reputation of an individual, organization, or brand. It involves creating and maintaining positive relationships with the media, the public, customers, and other stakeholders through various communication strategies such as press releases, media interviews, events, social media, and crisis management. The goal of PR is to build and maintain a favorable public perception of the organization or brand, enhance its credibility and trustworthiness, and establish a positive reputation in the eyes of the public.
Let's say a company has recently launched a new product and wants to generate buzz and positive media coverage around the launch. The company might use PR tactics to achieve this goal, such as:
Issuing a press release: The company could create a press release announcing the launch of the new product and send it to media outlets and journalists who cover the industry. The press release might include details about the product, its features and benefits, and quotes from the company's leadership team.
Hosting a launch event: The company might organize an event to showcase the new product and invite journalists and influencers to attend. This would give the media an opportunity to try out the product, ask questions, and generate coverage for the launch.
Conducting media interviews: The company might offer interviews with its leadership team or product experts to media outlets who are interested in covering the launch. These interviews could provide additional insights and quotes that can be used in news articles or broadcasts.
By utilizing these PR tactics, the company can generate positive media coverage for the new product, increase awareness and interest among the target audience, and establish a positive reputation for the company and its products.
Brandtelling, Marketing, and Public Relations are related concepts, but they are not necessarily dependent on one another in a specific sequence. Here's a possible sequence that illustrates how they can work together:
Brandtelling: Before a company can begin marketing its products or services, it needs to establish a clear brand identity and message. This involves developing a brand narrative, values, and purpose that will resonate with its target audience. Brandtelling techniques are used to create a compelling story around the brand that communicates its unique value proposition and creates an emotional connection with the audience.
Marketing: Once the brand identity and message have been established, the company can begin marketing its products or services to the target audience. This involves a range of activities, such as market research, product development, pricing, advertising, and distribution. The goal of marketing is to create awareness and interest in the products or services and generate leads and sales for the business.
Public Relations: Public relations is used to support the marketing efforts by managing and shaping the public image and reputation of the company or brand. This involves creating and maintaining positive relationships with the media, the public, customers, and other stakeholders through various communication strategies such as press releases, media interviews, events, social media, and crisis management. The goal of PR is to build and maintain a favorable public perception of the organization or brand, enhance its credibility and trustworthiness, and establish a positive reputation in the eyes of the public.
Brandtelling creates the message
Marketing distributes the message
Public Relations supports the message
If you would like help with Brandtelling, Marketing and/or Public Relations, contact Jamie Austin at 631-241-3958 or email email@example.com for a personal introduction to our experts in these fields.
Join the Educational Workshop via Zoom on Thursday April 27 at 10am.
Click HERE to register