Brand storytelling examples: in this article we present two stories signed Autogrill.
Two examples of compelling and engaging storytelling, an important strategy for communicating corporate values and making the right connection with the audience.
Corporate storytelling definition
“The art of storytelling employed as a persuasive communication strategy.”
Brand storytelling is a marketing and communication technique that aims to create an engaging narrative around the brand and its vision.
The goal is to convey a consistent and effective brand image, evoking emotions and establishing an emotional connection with the audience
I define storytelling as the “2.0 magnet,” like a real magnet , storytelling attracts and creates bonding.
It attracts because, through the making of a story, it attracts the online user. It interests him. It fascinates him. It binds him because, a good story, it creates a strong bond between the user and the brand.
This is the magical result generated by storytelling, one of the most engaging strategies of content marketing.
In recent days, I wrote an article about the new marketing strategy of the Autogrill Group which introduced Smart, the new concept store.
And that’s how, doing some research on the group’s website, I came across a couple of stories.
Truly beautiful, attractive, engaging. I have promised myself to visit the site punctually to read the next stories.
It is important to think about this new 2.0 communication strategy not only to attract customers.
What a company that wants to use brand storytelling needs to do
To implement an effective brand storytelling strategy, a company should:
- Define brand identity: Thoroughly understand the values, history and personality of the brand.
- Create an engaging narrative: Develop an authentic story that reflects the essence of the brand and resonates with the target audience.
- Choose key players: Identify key characters such as founders, employees or customers who can effectively represent the brand.
- Produce diverse content: Create a variety of content such as videos, images, blog articles, and social media posts while maintaining narrative coherence.
- Adopt a multichannel approach: Distribute the brand story through different communication channels, both online and offline consistent with the tone of voice defined in the strategy.
- Maintain consistency and authenticity: Ensure that all elements of the narrative are aligned with the brand’s values and mission.
Benefits of brand storytelling
The effective use of brand storytelling can bring numerous benefits:
- Differentiation from competitors: Helps the brand stand out in a crowded market.
- Increased audience engagement: Creates an emotional connection with consumers, increasing engagement.
- Trust building: Authentic and transparent storytelling generates trust and credibility.
- Improved memorability: Stories are easier to remember than simple facts or data.
- Strengthening brand loyalty: A stronger emotional bond can translate into greater customer loyalty.
- Increased conversions: Effective storytelling can positively influence purchasing decisions.
- Communication Consistency: Helps maintain a uniform message across all communication channels.
Brand storytelling: also serves to attract the right employees
Personally, and I don’t think I am the only one, I believe that a great company is made, first and foremost, of great people and great suppliers.
You cannot offer an excellent product and service if you lack these two basic components. Customers then come.
As I always say, customer experience is the key element in attracting and retaining customers over time.
And that is why, in preparing the right marketing and communication strategy, the customer experience is a fundamental value to be taken into account.
Marketing strategy can bring in lots of new customers to your store, store or business.
But if your employees (warehouse workers, salespeople, waiters, customer support) are detached and disinterested. If they offer a negative customer experience, all the effort put forth to acquire new customers and ensure a secure future for everyone is in vain.
This digression is important to express even more the value of good storytelling.
Storytelling attracts excellent people
Between work and motherhood in Autogrill: a “working mom” tells us about her experience
And that is how you read the story of Barbara Passariello, returning to work from maternity leave, a slice of everyday life.
There was silence in the corridors. I had arrived very early on purpose; no one was there yet.
“You’re back,” I said to myself, finding myself quieter than I imagined. Then, a glance at my office, my table, my PC. Everything identical, even those papers, they looked like they had only been there since the day before… I sat down, and regained possession of my things, my work, myself.”
“After Luke’s maternity leave, then the second, I was met by a mentor from the HR department, who updated me on the most important changes and happenings in the company and made herself available for any needs I had to have.”
And that is how the person, the employee (I don’t like the word employee) experiences his or her centrality in the company.
He is not a number, but a person who makes his personal and valuable contribution to the growth of the Company in which he works.
All this generates interest, attachment and brand respect.
Who wouldn’t want to work in such a place?
Corporate storytelling examples for presenting a new product or service
The second example of storytelling is related to the presentation of the new concept Autogrill Più
Normally a company when introducing a new product, a new idea, will go on and on about explaining features, advantages–why to buy it.
Clearly this step is critical. But there are ways and ways to do it.
Autogrill never ceases to amaze and creates new concept Autogrill Più
In this article published on the Autogrill website, the narrative occurs as a real story.
Where values are communicated not by the brand but by the customers.
“After all these hours of traveling, I really want to take my hands off the wheel and stretch for a moment.”
This is Sabrina speaking, a motorist traveling with her family, looking for a relaxing moment… explains the article to introduce the Comfort Area.
“Don’t worry, our service is fast.”
It is Mario’s voice from behind the counter responding to Mr. Cecchetti, who is on a business trip … introduces the section of the article about the Area Fast.
To continue with.
“For me a Camogli thank you, you know I am of the older generation as well as perpetually in a hurry,” smiles Mr. Cecchetti as he stands at the pick-up point ordering, paying and waiting for his take-away sandwich.
I found this passage simply fantastic because it reminds all of us, how at least once, we have eaten a Camogli. This sandwich has also been featured in many radio sketches….
Well these two stories attract the reader, I consider them a beautiful example of corporate storytelling.
By arousing emotions, they allow us to see a different cross-section of the company.
In conclusion, storytelling strategies are a powerful tool that, when used correctly, can transform the way your company communicates with its audience, creating deeper and longer-lasting connections with your audience: customers and prospects.
It only remains for me to wish everyone good storytelling.
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