Tag Archive for: brand

Meigitaria Sanita
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How Storytelling Shapes Brand Identity and How It Gained Attention in Recent Years

Brand

Humans have long used storytelling as a basic means of communication and experience sharing. Through compelling storylines, brand storytelling has emerged as an effective advertising method for conveying a company’s message and values. Narrative humanizes brands, making them more memorable and relevant than traditional methods that only highlight facts and product attributes. Using storytelling to bridge the gap between a brand’s identity and the values of its target audience builds trust and empathy.

In fact, 90% of young consumers actually like businesses that provide interesting and genuine tales, according to studies (2017 Consumer Content, 2017). Storytelling has changed in the digital age thanks to apps like Instagram and TikTok, which enable marketers to establish emotional bonds with customers worldwide. This change highlights the increasing significance of narrative-driven marketing in creating powerful and lasting brand identities.

Storytelling effectively humanizes brands by giving them a personality and a soul. Instead of just focusing on features and benefits, brands can share their values, their mission, and the stories of the people behind them. For example, a coffee brand in Indonesia might tell the story of the farmers who grow their beans, highlighting their sustainable practices and the impact on the local community. This narrative not only showcases the brand’s ethical sourcing but also creates an emotional connection with local and international consumers who value transparency and social responsibility.

The Shift from Traditional Advertising to Narrative-Driven Marketing

Traditional advertising frequently used disruptive strategies, such as interrupting viewers with ads. Consumers of today, however, are becoming more aware and resistant to these disruptions. As a result, there is a trend toward narrative-driven marketing, in which companies use gripping narratives to educate and amuse consumers. Brands increasingly concentrate on producing content that appeals to their target audience rather than just marketing a product. Sharing client endorsements, behind-the-scenes looks at their corporate culture, or even making short films that explain a brand’s narrative might all be part of this.

A notable example of this narrative-driven approach is Gojek’s “Drivers’ Spooky Stories” campaign. In 2022, Gojek invited its drivers to share their most unpleasant experiences on the road, compiling the 12 most captivating tales into a podcast series. This initiative not only provided engaging content for listeners but also highlighted the unique experiences of Gojek’s drivers, fostering a deeper connection between the brand and its users.

By focusing on storytelling that resonates with their audience, Indonesian brands like Gojek are effectively moving beyond traditional advertising methods. They create content that educates, entertains, and builds meaningful relationships with consumers, exemplifying the shift toward narrative-driven marketing.

Differentiating a Brand in Competitive Markets

It’s critical for brands to differentiate themselves in the competitive market of today. Here are three effective techniques for distinctive storytelling:

  1. Relatable Characters

Create characters or personas that your audience can see themselves in. People love the stories that reflect their own experiences, struggles, and aspirations.

  1. Emotional Appeal

Showcase emotions such as joy, empathy, nostalgia, or inspiration. Emotional connections make stories memorable and strengthen the bond between the audience and the brand.

  1. Authenticity

Genuine stories resonate more powerfully. Share real experiences, testimonials, or behind-the-scenes moments to build trust and authenticity.

Brands may create unique and unforgettable narratives that have a long-lasting effect on their audience by combining these strategies.

Storytelling plays a vital role in shaping a brand’s identity in today’s competitive market. By humanizing brands, creating emotional connections, and differentiating them from competitors, effective storytelling can build strong brand loyalty and drive business success. As digital and social media continue to evolve, the importance of storytelling in branding will only continue to grow.

Reference:

2017 Consumer Content. (2017). stackla, 27.

 

Written by: Thrya Abdulraheem Motea Al-aqab

Edited by: Meigitaria Sanita

Meigitaria Sanita

International Workshop ‘Semiotics of Brands and Consumer Culture’, Belajar Ungkap Rahasia Brand Ternama Menguasai Pasar Global

Prof Kristian Bankov

Kajian semiotik ternyata berperan besar dalam proses perkembangan brand hingga membentuk consumer culture.

Untuk mengungkap bagaimana mengoptimalkan kerja semiotik dalam sebuah brand, Program Studi Ilmu Komunikasi UII bekerja sama dengan International Association for Semiotic Studies (IASS-AIS) menggelar international workshop bertajuk “Semiotics of Brands and Consumer Culture” pada 22 Agustus 2023 di Gedung Lantai 3 Prodi Ilmu Komunikasi UII dengan menghadirkan Prof. Kristian Bankov dari New Bulgarian University yang sekaligus Secretary General IASS-AIS.

IASS-AIS merupakan asosiasi internasional yang berurusan dengan studi tanda dan semiotik di seluruh dunia dengan berbagai budaya yang berdiri sejak 1969. Beberapa nama akademisi pendirinya adalah Algirdas Julien Greimas, Roman Jakobson, Julia Kristeva, Emile Benveniste, Thomas A. Sebeok, dan Jurij M. Lotman.

Tujuan asosiasi tersebut antara lain mempromosikan integritas semiotik sebagai penelitian ilmiah, memperkuat dan memperluas hubungan internasional dalam bidang semiotik, berkolaborasi dengan asosiasi sejenis, menyelenggarakan konferensi dan lokakarya baik di tingkat nasional maupun internasional, dan menerbitkan jurnal internasional.

Salah satu pengajar di Prodi Ilmu Komunikasi UII yakni, Muzayin Nazaruddin, S.Sos., MA, yang fokus mempelajari kajian semiotik menginisiasi workshop ini lantaran masih sangat jarang dilakukan di Indonesia. Antusiasme datang dari berbagai penjuru negeri, workshop digelar secara daring dan luring.

Semiotik

International Workshop ‘Semiotics of Brands and Consumer Culture’,

Pada pembukaan Bankov menegaskan kajian semiotik yang berperan besar pada Ilmu Komunikasi, yang membentuk consumer culture.

“Semiotics is very important for communications science,” sebutnya saat membuka workshop.

Salah satu alasan konsumen memutuskan membeli produk dari sebuah brand karena promosi yang kreatif melalui storytelling dan narrative value.

“Consumer buy more product which catchy or narrative value,” tambahnya.

Sebagai studi kasus, didatangkan sebuah brand lokal milik Meika Hazim yakni Cokelat nDalem dengan keunggulan konsep pemberdayaan petani lokal di Yogyakarta. Selain itu, Cokelat nDalem berfokus pada cokelat dengan citarasa khas Nusantara seperti produk cokelat es cincau jeruk dan cokelat es rujak.

Sebelumnya, pada sesi pertama juga diungkap bagaimana brand Samsung menguasai pasar global melalui peran para publik figur di Korea Selatan dengan berbagai strategi. Semuanya mampu dijelaskan dengan konsep “Brand Mythology System”, mulai dari world view and scared beliefs, brand agent, brand narrative, hingga brand culture.

Workshop

Studi kasus brand cokelat nDalem milik Meika Hazim dalam kajian semiotik

Workshop kali ini seolah memberi angin segar tentang kajian semiotik yang awalnya hanya dianggap sebagai gagasan akademis yang kurang aplikatif. Menurut Dr. Herman Felani Tandjung yang berkesempatan menjadi moderator menyebut bahwa kajian semiotik sangat aplikatif dan fungsional.

“Jadi workshop kemarin itu sangat menarik. Jika selama ini kita hanya tahu kajian semiotik sifatnya kritis saja, ternyata kajian semiotik juga sangat fungsional dan bisa diterapkan untuk membangun sebuah brand. Bedanya workshop semiotik ini dengan workshop semiotik lain adalah ini benar-benar aplikatif. Meika Hazim sebagai pemilik brand Cokelat nDalem, dia merasa banyak manfaat, tidak cuma stop dalam kajian akademik tapi juga untuk praktisi yang aplikatif,” sebutnya.

Untuk mengetahui secara detail lokakarya“Semiotics of Brands and Consumer Culture” dari Prof. Kristian Bankov, Anda dapat menyimak rekamannya di YouTube Ikonisia TV melalui link berikut.