Five Lessons I’ve Learnt About Brand Storytelling
Every brand has a story. It may seem challenging to ensure that the story cuts through the noise of the current digital content landscape, but there are steps to success, CBS Interactive Commercial Director Neill Pitt (pictured below) in this guest post.
Authenticity is key
Sure, ‘brand authenticity’ has become something of a buzzword in marketing, but that’s because consumers demand it. Staying true to what your brand is about and not aiming to please the masses means that you’re more likely to retain a smaller, but more engaged, following.
There is a myriad of ways to demonstrate brand authenticity. Social media platforms, for instance, offer consumers direct, personalised lines of communication. By ensuring regular content updates and prompt replies – particularly if and when consumers hold your brand to account – the ROI for brand loyalty is far greater.
There’s no doubt emotion plays a significant role in audience response to brand storytelling. We know that our audiences are extremely receptive to our brand stories, especially when making purchase decisions. Our brands connect emotionally and rationally with consumers, offering a very valuable channel for our partners to communicate with consumers on a personal level.
There’s strength in legacy
It’s a fantastic feat to be a 100-plus-year-old organisation, but that doesn’t mean you can retain a century-old mentality. Content has been at the core of CBS for almost 100 years; former CEO of National Amusements, the parent company of ViacomCBS, even coined the phrase “Content is king” in the 1970s.
As such, many brands in the CBSi portfolio have been around for decades, which is great for brand reputation – there’s something about legacy that alludes to authority. The longevity of a brand can imply a best-in-class standing, provided that brand is evolving appropriately as its key audience does.
As we have very distinct audiences per brand, we have the ability to be extremely targeted in our approach to content delivery. CNET is the number-one brand in the market for consumer technology; as a brand in Australia, CNET is pivoting into popular culture to engage and drive deeper connections with our audiences across topics such as Game of Thrones, NASA and new movie releases. Gamespot is also leading the way in Australia with a highly engaged audience. With such strong individual titles, we can go very deep into verticals that we know our audiences are passionate about.
Like technology, a brand’s story is evolutionary
Times change, as do brands. Keeping your audience top of mind allows for a natural brand evolution as your audience grows and their interests and mediums of content consumption change. Listening to what your key audience wants out of your brand – be it more evidence of social impact, better work-life balance or taking a stance on political or societal issues – helps to shape strategy that will result in higher engagement and reinforced loyalty.
Audience adoption of emerging social platforms also forces marketing teams to constantly rethink strategies and modes of content, be it video-centric content or on-the-go content such as audio. We go where the audience is, delivering content promptly to them wherever they are. Partner brands then have the ability to leverage this unique offering and build deeper connections with these pioneer audiences. We work with major event tentpoles such as PAX, E3, Vivid, TedX, SXSW, CES and even the likes of the Superbowl, Oscars and Grammys.
Personal connections matter
This is of particular importance with the rise and rise of social media and demand for personalised interaction with brands. Personas are getting more diverse and yet more specific. Whether you define yourself as a hardcore gamer, an in-market phone shopper or an IT decision-maker, we’re all consumers at heart, so it’s important to deliver tailored messaging that hits all the buttons in terms of placement, timing and relevance. It sounds simple enough, but so many still get this wrong.
It might also seem that branded content is counterproductive in the quest for authenticity, but that’s not the case. Transparency via disclaimers and labelling seems to reinforce audience trust; up to 80 per cent of readers across CBSi sites say they are happy to consume branded content once it’s labelled correctly.
A brand’s story offers accountability for employees
Every employee in your organisation – beyond your brand team – should be able to define what your brand is about and its key USP. This means that every employee is essentially a marketer of your brand. Having a clear brand purpose not only unifies the way your brand’s story is told to wider audiences, it also provides a clear driving factor for employees. A united, certain brand message makes day-to-day operations, marketing and company goals easier.
Please login with linkedin to comment
cbs interactiveLatest News
TV Ratings (06/05/2024): Emotional Lego Masters Goodbye Does The Numbers For Nine
And we thought Lego could only make you cry when you accidentally stood on a piece.
Lisa Wilkinson AM To Join Cannes In Cairns As Keynote Speaker
Multi-Award Winning Journalist and TV Host Lisa Wilkinson AM to speak at Cannes in Cains, sponsored by Pinterest.
Mamamia Names Natalie Harvey As New CEO
Mamamia has today announces the appointment of Natalie Harvey as Chief Executive Officer.
‘The Media Has A Way To Go On Diversity’ – Diversity Council Leader Lisa Annese On Industry Diversity And Why Sunita Gloster Is An Important Addition To Their Board
Few are more qualified than a Gruen regular to knock adland and the media into shape on diversity.
Mike Shows Up At A Wake And Still Hasn’t Seen That Show, In Latest Instalment Of ‘I Saw It On Binge’, Via Thinkerbell
Why is it we pay for 19 SVOD accounts namely due to FOMO but then rarely bother to watch the shows anyway?
Flexiroam Partners With Specialist Agencies To Launch “Ready For Anything” Global Campaign
Do you return from overseas with Bali belly, a possible STI & a huge phone bill? FlexiRoam may help with the last one.
Samsung Unveils Power Of AI To ‘Upscale Every Moment’ With Neo QLED 8K
Got mates who brag about their 83-inch, 10K resolution, OLED screen TV? You're just as bored & baffled as all of us.
Media-Wize Wins AUSCERT PR Account
Media-Wize calls itself "a media training and technology and cyber security PR agency". Think nerds with better hair.
Snapchat Taps Gelato Messina In New Brand Campaign
B&T needs little tempting to scoff more Gelato Messina. Apart from having to go up a size.
Travel Insurer Trippi Draws Ire From The Brazilian Embassy Over Cheeky Brazilian Ad
There's a very fine line between "playful" and "utterly offensive". These ads are almost a dictionary definition of it.
Racing NSW Hits Tabcorp With Legal Action Over $6 Million Revenue Loss
Here's some horse racing news that thankfully doesn't require a silly hat or passing out in a nearby rose bush.
AI Tools Such As ChatGPT Leading To ‘Content Overwhelm’ Among Marketers
Study says tech leading to an avalanche of content for marketers. Not to mention having to read the instruction manuals.
Stake Appoints 72andSunny As It’s Creative Partner
72andSunny nabs Stake's creative. And by that we mean the investment platform, not the nemesis of all vampires.
61% Of Aussies Want Corporate Australia To Stay Away From Social & Political Issues Leo Burnett Study Finds
Do you love a study that appears to fly in the face of every study before it? Be mesmerised by these results from Leos.
Brendon Cook, OAM, Inducted into the OMA Hall of Fame
Other than Australia's typically pleasant weather, no one's done more for outdoor than the former oOH! boss.
New Campaign Highlighting Renewable Gas As A Crucial Component Of Energy Transition
It's hard not to make a renewable gas ad sound like a tedious Year 9 science lesson. So well done to the agency here.
Love Media Welcomes Alana Dowling As New Client Director
Seasoned media pro Alana Dowling joins the Love Media team. Clearly replacing someone who didn't love it
B&T 30 Under 30 – Where Are They Now? Until Recently, Prison!
A prestigious 30 Under 30 gong can get you headhunted, promoted or, in this instance, a two-year stint in the slammer.
“We Will Never Tell A Journalist What To Write” – Nine’s Aimie Rigas On How Data Is Shaping News
Data becoming the journalist's tool for more engaged content. Still not beating dodgy MAFS contestants or a Kardashian.
Beware The Bad Guy. Billie Eilish Fans Brace Themselves For Scammers
Thought getting Tay Tay tickets was an unimaginable nightmare? Read on as Billie Eilish promoters say hold my beer.
Twilio Names Chris Koehler As CMO
Chris Koehler named as Twilio's CMO. Which may prove a prickly tongue twister after a lengthy open bar tab.
ARN Announces Ad Sales Partnership With The Athletic
Can we slow the rotation of the sun? Because that's the only way we'll fit all these new podcasts into one day.
Burger Wars Continue As Hungry Jack’s Brings Back The Big Jack & Mega Jack
Hungry Jack's' Big Mac ripoff set to return after recent legal win. Still no one racing to clone the Filet-O-Fish.
Diverse Voices, Sustainable Choices: Natalie Dean-Weymark On Why Sustainability Is A Non-Negotiable
Here, Compass Studios' Natalie Dean-Weymark talks diversity in media. It's the human equivalent of the Family Assorted.
New Partnership Between The Sweetshop And The Gardening.Club
Thought you'd be getting tips on aphids & fungus gnats from this Gardening. Club news? Prove yourself totally wrong here.
‘A Very Rare Breed Of Creative’ – Clemenger BBDO hires Chief Creative Officer
B&T's chatting with Clems boss Dani Bassil on Adrián Flores CCO appointment. We never got to Italian or Thai herbs.
Concrete Playground Debuts Innovative Urban Exploration Platform With Lexus As Launch Partner
Concrete Playground announced the launch of its redesigned website in partnership with Lexus. This partnership introduces a new era of urban discovery, enabling a deeper, more intuitive engagement with cities through a state-of-the-art digital platform. Revolutionised Digital Experience Concrete Playground’s website has undergone a significant transformation, designed to enhance the way users interact with their […]
Mindshare And The Brand Agency Take Top April’s New Business Rankings
Which agencies soared like an eagle for the month of April? As in stellar performance, not Eddie the hapless ski jumper.
Suntory BOSS Coffee Fuels Ambition With New Campaign From It’s Friday
Does your workplace have a strict, policed illegal drug policy? Then Suntory BOSS Coffee will have to do.
Resolution Digital Wins MyPlates Media Account
The best thing about personalised number plates is it makes spotting wankers on the road far easier. And drug kingpins.
Debunking The “Three Year Lie”: A New Approach To Retail Digital Strategy
This columnist says it's wrong to claim digital always has a three-year pay off. Has no opinion on the seven-year itch.
TV Ratings (06/05/2024): The Farmer Is Back And He Wants A Wife
It was a good night for lovers of farming and love.
The Growth Distillery Unveils The New Rules Of Influence
The New Rules Of Influence has arrived. And there appears to be no "difficult second album" syndrome here.
Whittaker’s Launch New Brand Platform, ‘Hello Chocolate Lovers’ Via Bastion Shine
New Zealand chocolate brand continues its insidious march into the Aussie market. Much like New Zealanders themselves.
Tyro Shows They Are ‘Into Business Big Time’ With New Brand Campaign Via Howatson+Company
Think finance isn't funny? Think again with this fun work. Yes, it still applies to funeral homes & Clive Palmer ads.
IAB Study Finds 66% Of Advertisers Have Five Or Less Years Experience With Affiliate & Partnership Marketing
Study finds advertisers & agencies not overly experienced with affiliate marketing. The opposite to networking drinks.