The economy has evolved from a product- to experience-oriented as consumers started to look beyond the “what” that companies offered at their “how” and “why.” Little by little, brand storytelling took over marketing center stage. But, we’ve come to face another problem. The oversaturation of content skyrocketed the price of human attention! And so, we are here… talking about brand storytelling chatbots.
Today, it has become self-evident that attaching your product or service to a larger narrative is the key to success. Hence, even the companies you would not expect work to tell a compelling brand story. Giving the cheesiest example, people all over the world know and recognize Apple for their ”Think different” philosophy, their mission the disturb, innovate, to put a ding in the universe…
But Apple is not the only brand telling a compelling story. There are millions of businesses building their marketing strategy around a strong narrative.
How do you make people listen in a world where everybody is talking?
You deliver your story differently!
Before we dive into what a chatbot can actually do for your brand storytelling, let’s talk about what a storytelling bot actually is.
A chatbot is computer software designed to interact with human users in the form of a conversation either on the web or via a messaging app.
A storytelling chatbot is simply a way to tell brand stories in the form of a conversation, as is most natural to us. After all, before the invention of writing, the stories we told each other were the only way to share and learn new information. The only difference is that chatbots are infinitely scalable able to engage an unlimited number of potential customers.
Chatbots take storytelling in digital marketing from monologue to dialogue. The stories the tell spin around the topics related to the brand, and so influence how people see and feel about that brand.
They may forget what you said but they will never forget how you made them feel.
—Carl W. Buehner—
A story gives your brand identity and mission. Still, it’s the brand talking. Plus, the bigger the company gets, the harder it becomes to keep it human and connected to its original purpose.
Storytelling chatbot has the power to give your brand a character with emotions and preferences – a familiar face with relatable experiences.
As you set out to build your chatbot avatar, you will be forced to ask and answer crucial questions about your target audience such as who are they, what are their problems, what language they use to talk about those problems, and so forth. This exercise will enable you to anchor your chatbot within a solid context that doesn’t allow it to become unrelatable.
Based on these assessments and observations, you’ll be able to define the tone, language, and level of formality which resonates with your target the most. If your chosen character embodies the assessed relatable personality traits and/or lifestyle choices and matches your brand narrative and values, you’ve got yourself a powerful advocate that never gets tired.
Sharing emotional moments, connecting over experiences or laughing over a joke is much more natural in a conversational setting as supposed to reading novel-size texts on the “Our Story” page that rarely anyone visits.