Often the great business organization around the globe which we distinguish and perceive as a brand has a great story. From Reliance Industries, founded by Dhirubhai Ambani, to the Tata Group, founded by Jamsetji Tata, each one has a great and inspirational stories. But as the time changes so does the perception about the company’s brand. In current digital era where the world is rapidly transforming and increase in global market competition, there is a need of narrating a compelling story to the consumers for sustaining the legacy of powerful brands and shaping its identity of organization. As one of the founder of leading global brand “Amazon” Jeff Bezos rightly stated that “your brand is what other people say when you are not in the room”. This quote highlights how significant it becomes to narrate an enthralling story which directly impacts the perception of the consumers. Consistent storytelling is the key for maintaining old customers and attracting new customers.
Every Prominent brand has a great plot
Every successful brand has a great plot/narrative that encompasses the ethos, values and journey that centers around the heart of every prominent brand. Companies like Tata Power and Indian Oil Corporation not only have stories revolving around their domain sector (energy and fuel) but also encompasses national development and sustainability. As a marketer it is our responsibility to make our narrative more memorable. Humanizing our brand makes a story more associative and surpasses the products and services establishing trust, loyalty and confidence.
Each and every minute detail about the brand story contributes to the enrichment of the narrative. For example, Reliance Industries uses its name and brand strategically, leveraging its legacy to express trust and strength.
Developing a Narrative that Resonates.
The essence of powerful brand storytelling narration depends on creativity that echoes the values and ethos and resonates with the audiences on a profound human level. Begin with the identification of core values that your company functions, such as your mission, the unique value proposition that your company offers to the consumers and the impact that you hope to make on a larger section of society.
Adani Powers aims to be India’s transformative force in power generation, while empowering lives and contributing to the energy security of nations by providing sustainable, affordable and reliable power. This narrative of progress and responsibility is consistently reflected in its marketing making it a symbol of National Development.
Details Exemplify a Story
Strategic positioning of Indian Energy Exchange’s Digital presence makes all the difference in crafting a compelling narrative that stands the test of time. Narrating a powerful story that crosses the leaps and bounds of time and becomes a part of legacy helps the consumers to associate with the company’s brand value, mission and unique selling proportion. From logos and website to marketing collateral and email signature, each and every element of marketing element should embed company’s brand and story. NHPC’s legacy is reflected in its logo and marketing materials that emphasizes on water and energy.
Providing a brand its own digital space and using keywords in the domain like adanigreenenergy.com instantly communicates the brand’s focus and mission.
Consistency makes brands memorable.
Uniform storytelling associated with your ethos, values and journey across all elements ensuring a narrative that is authentic and creates a genuine connection among audiences and garners trust for lasting consumer affiliation. Brands like Indian Oil Corporation have embedded stories of innovation and reliability are entwined into every aspect of branding. This consistency what makes the brand memorable assisting them build everlasting relationship with the audience.
In Summary the art of storytelling in business is much more than just developing a narrative. Storytelling may have a profound impact on the company’s future empire expansion but the connect with the consumers on emotional level is what matters the most as it will help business stand out in a crowded marketplace. Whether it be NTPC’s commitment to sustainability or Tata Power’s focus on customer satisfaction the power of storytelling is evident in these companies.
Author –
Prahnesh Rao
Batch: 2024-2026
MBA- Energy and Environment
SIIB