by Leigh Goessl

Created on: June 25, 2010

Brand awareness is an essential component of establishing a strong business presence. Through brand awareness companies not only establish visibility, but they use it to differentiate themselves from competitors selling similar products or services.

Consider the explosive popularity of social networking websites. One of the reasons why they are so popular is because people "crave the emotional and powerful connection that comes through telling a story" (Yahoo.com).

One of the most important aspects of developing brand awareness is to connect with the customer. Through storytelling techniques companies can effectively distinguish themselves from competitors, but provide reasons to the consumer as to why their product or service is superior.

This is especially true in commodity type products. Consider frozen peas or brown paper lunch bags. In most instances products manufactured by different companies are very close in quality and attributes. So how to differentiate? Through smart marketing techniques.

Storytelling can play a large part in accomplishing this differentiation because it often solicits an emotional connection in which consumers can identify with. Most everyone loves a feel good or inspirational story, not to mention it provides people with direct insight to a company and/or its founders.

For instance often sharing the story of a company's humble beginnings and sharing information about the business' founder can go a long way in reaching out to consumers by providing a humanistic side of the company.

The originality of how a company was born, its core values and other unique attributes or circumstances can help create brand awareness that is memorable. Mary van de Wiel states in an article with Entrepreneur.com "The best brand stories are irresistible, compelling and provocative in a way that your target audience is going to hear, seamlessly and effortlessly. Telling that kind of brand story will position you and your company as a leader in the marketplace" (accessed via Yahoo!).

Van de Wiel lists several reasons why storytelling is effective including memorable, differentiation, brings the brand to life, offers a distinct competitive advantage, large consumer response and positions the company as a visionary in the field.

If a business cannot effectively distinguish their product or service, it will lack an appeal to make their brand stand out from the competition selling similar items. Marketers must demonstrate their product or service is superior to that of the competition.

Through the use of storytelling and sharing a passion for the business, marketers can effectively make this happen and bring a positive energy to the company in the process.

Source: http://smallbusiness.yahoo.com/r-article-a-114228-m- 6-sc-45-does_your_brand_tell_a_powerful_story-i

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