Experts share mantras for building powerful brand narratives with compelling storytelling

Adgully, in partnership with CommsAdda, yesterday (May 28, 2024) hosted an exclusive live webinar, titled ‘Building a Powerful Brand Narrative: The Science of Storytelling and Its Role in Creating a Strong Brand Identity that Resonates with Target Audiences’. This insightful discussion brought together various industry experts from PR and corporate communications to delve into the critical elements of brand storytelling.

The webinar featured Bhaskar Majumdar, Head - Marketing Communication, CSR and Digital, Egis South Asia, as the moderator, guiding the conversation with his expertise. The distinguished panellists included:

Arun Arora, Director - Strategy, Communication and CSR, Chetak Group and Foundation

Bhumika Gupta Oberoi, Team Lead - Marketing, Boston Consulting Group

Priya Patankar, Head of Communications at PhonePe

Rahul Gossain, Chief Strategy and Brand Officer, JSA

Together, they explored the science behind storytelling and its pivotal role in crafting compelling brand narratives that effectively engage and resonate with target audiences.

Bhaskar Majumdar commenced the discussions by asking Arun Arora about the evolution of social media and its impact on brand building. He asked, “Social media has evolved significantly over the years. How do you think brand building has evolved and become an integral part of the communication function?”

Arora responded by emphasizing on the timeless art of storytelling in brand building. He illustrated his point by referencing the Ramayana. “During the time of Ram, Luv and Kush went around narrating the tale of Ram and Sita. This tradition of storytelling has been a powerful means of communication and education for centuries. Our historical texts, such as the Puranas and various Granths, were taught orally by saints, healers, and gurus through storytelling.”

Focusing on the practical applications of storytelling in brand building, Arora explained, “Storytelling touches the emotional chord of the listener or audience. When we connect emotionally, the brand becomes ingrained in the audience’s psyche.”

He elaborated on the structure of effective storytelling, stating, “Storytelling begins with an inciting incident, moves through a turning point and crisis, reaches a climax, and concludes with a resolution. This structure is fundamental, much like the inverted pyramid used in news writing.”

When asked to share her thoughts on storytelling creating and emotional attachment, Bhumika Gupta Oberoi shared a compelling anecdote to highlight the significance of purpose and emotion in storytelling. She mentioned the famous story of a janitor at NASA who, when asked by President Kennedy what his job was, replied, “I put a man on the moon.” This story encapsulates the essence of infusing emotion and purpose into one’s work. Elaborating further, she said, “The janitor’s response wasn’t just about his job; it was about his contribution to a grand mission. This emotion and purpose are crucial in storytelling, especially in branding. Without a clear purpose, a brand's story cannot connect emotionally with consumers.”

She emphasized on two key points: the necessity of purpose in a brand’s narrative and the powerful role of emotions. “The janitor could have simply said he cleans the building, but by expressing his role in a monumental achievement, he defined his purpose and connected emotionally. This emotional connection is what makes certain ads memorable and others forgettable.”

Bhumika also highlighted the importance of professionals in bringing emotion to brand campaigns. “Take the ongoing Apple versus Samsung campaign. The conversations and emotions around these ads add depth to their stories. Without a clear purpose, even the most well-executed brand campaigns will fail to resonate.”

Stating that storytelling is a universal skill close to his heart, Bhaskar Majumdar emphasized that while storytelling comes naturally to everyone, professionals must refine and elevate it. “As professionals, we need to make storytelling more polished and impactful,” he stressed. This approach ensures that storytelling remains an effective tool in communication and brand building.

He then asked Paytm’s Priya Patankar, “How do you create the philosophy or strategic narrative for a brand that is penetrated in Tier-2 and Tier-3 markets and is available almost everywhere?”

Patankar responded by saying, “From the start, PhonePe focused on Tier-2 and Tier-3 markets, which is unusual as most brands typically begin with early adopters in metropolitan areas. The beauty of digital payments is their ability to achieve true financial inclusion. Everyone, from auto drivers to cooks, uses digital payments. This cuts across age groups and demographics. I don’t use a physical wallet anymore; my mobile wallet suffices.”

She emphasized the importance of tailoring messages to diverse audiences. “PhonePe’s journey was consciously designed to be inclusive. From day one, our app was multilingual, covering popular languages to ensure users could navigate comfortably. Money can cause anxiety, especially when troubleshooting. If the app were only in English, many users would be lost.”

Patankar also highlighted their use of popular voices for smart speakers, such as Amitabh Bachchan in Hindi and other regional actors, to create a relatable experience. “Engaging with consumers in their language and style makes a significant difference. Storytelling involves making the consumer feel involved in the communication.”

“For instance, my parents use digital payments, but often need help, so we provide more visual aids and support. Younger users, being digitally savvy, navigate fearlessly. Tailoring communication to language, style, age, and user experience is crucial,” she added.

Speaking on how brand building applies to a law firm, given its unique services and stakeholders, Rahul Gossain shared, “I’ve worked on both the corporate and agency sides for over 12 years before entering legal services. Despite differences, there’s an underlying integration at a conceptual level, whether in professional services, corporates, B2C, B2B, or D2C contexts.”

He emphasized the importance of appealing to stakeholders, whether internal or external. “For instance, at Max, the focus was on internal stakeholders and building the internal brand. In law firms, it is both internal and external stakeholders, including potential clients and policymakers.”

Gossain noted that communication should facilitate behaviour and cultural change. “A communicator’s ability lies in defining an aspiration or behaviour that binds everyone together, providing a common aspirational value. This value must be tailored to different stakeholders to achieve specific behaviours and actions.”