Millennials are the largest generation in the workforce today and they’re taking on important leadership and decision-making roles. In fact, nearly half of all B2B researchers are Millennials.
As a group, Millennials change jobs much more frequently than previous generations. So every six months, you may find yourself having to reintroduce your brand to a whole new group of buyers.
How do you convey your brand’s core values and competitive advantages in the best light to reach this younger generation of buyers?
In order to connect your brand with today’s prospects and customers, make storytelling a part of your content creation and messaging. Effective storytelling can help share your brand’s values with Millennials in a meaningful way.
Stories Are Memorable
A good story creates lasting impressions of your brand. Stories distinguish your brand from the competition, and consumers are going to remember emotion, characters, and conflict from a story longer than they will remember facts about your product or service.
To put it simply, if you tell a good story that emphasizes who your brand is and what your brand believes in, people will remember it.
Stories Are Easy To Understand
Brand stories are effective, because they inform in a format that readers already know and understand. Stories are made up of three basic components: beginning, middle and end. When developing a brand story, think about those components in terms of the past, present and the future. The past highlights the challenge or the problem that your brand set out to solve. The present showcases how you solve that challenge. And the future demonstrates your success and suggests continuation of that success moving forward.
Stories Create Trust
Millennials are more likely to connect with a brand when they believe in that brand’s core values. When Millennials are researching a purchase, they are looking at dozens of different companies, each time wondering, “Why should I buy from you?” If you engage those buyers, and answer that question with a story that is built around your core values, then you’ve built an emotional connection and the trust of that customer.
Stories Show Your Brand’s Personality
Is your brand fun and quirky? Serious? Hip? Thought provoking? Innovative? Intellectual? Dedicated? Whatever it is, your story should reflect that.
Your story should highlight your personality and showcase what is different and unique about your brand. It should demonstrate your values and what motivates and inspires you. This will bring your brand to life and create a human element that allows customers to develop an emotional connection to your brand.
Stories Are Sharable
Strong brand stories will spread through social media. Enhancing your story with visuals and videos will expand the reach of your story and make it even easier for others to share.
Current research shows that 62 percent of Millennials are more likely to buy if a brand engages them online. Sharing your brand story will help build relationships between your brand and the growing group of Millennial buyers.
Dan Gartlan helps companies of all kinds drive their business initiatives and achieve their goals with strategic marketing programs that deliver results. As President of Stevens & Tate Marketing, he has over 20 years experience across various industries, and continues to share his expertise to build brands nationwide.