Using Brand Storytelling To Gain Competitive Advantage In Higher Education Marketing.

• Author: Koch, Leah

BACKGROUND

Part of a successful marketing strategy in higher education includes intentional work in brand storytelling. Why is this important? According to Simon Sinek, people don't buy what you do, they buy why you do it (Repka-Franco, 2017). Here, the why is just as or even more so important to the consumer as is the what that they are buying. The why can only effectively come through with the work of storytelling.

Updated marketing certifications incorporate this storytelling element into their mix. HubSpot offers a Content Marketing Certification with a section on brand storytelling, emphasizing in the lesson that a story is why you're doing what you're doing (HubSpot, 2018). The comment refrain "content is king" is especially true in the digital age. Content drives success in this new age and stories are the key to content (Aaker, 2018). Both content and stories work hand-in-hand. A brand story provides content by reflecting the brand's idea, the brand's attitude, and the brand's point of view of the world (Burns, 2015). Every single brand can have a series of unique stories, but whether or not the brand's marketing team put thought behind the intentionality of the brand storytelling remains to be seen--or rather, heard.

In a deep analysis of a brand and their storytelling efforts, there are many ways to define brand storytelling. Essentially, brand storytelling is just a combination of the meanings of both words: brand and story. A brand is defined as a "unique design, sign, symbols, words, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors. Over time, this image becomes associated with a level of credibility, quality, and satisfaction in the consumer's mind" ("What is brand? definition and meaning--BusinessDictionary.com," n.d.). Then, a story is "a narrative that portrays actual or fictitious events or experiences with a beginning, a middle and an end (not always portrayed in that order). The story often has explicit or implied emotional content and detailed sensory information" (Aaker, 2018). Putting the two together, one source with the definition of the full phrase brand storytelling defines it as the following: "the application of narrative thinking and storytelling techniques to define brands, inform strategy and structure creative activity [...] a way of thinking about brands that puts narrative at their very heart, and thereby makes them both compelling and meaningful" (Woodcock, 2011). Here, the brand's narrative is key in brand storytelling, which then brings up many elements to consider when working through a brand's storytelling creation and strategy. An important item to note is the word heart in the latter definition of brand storytelling, as emotion becomes a key factor and connecting-to-the-consumer feature in effective brand storytelling.

When applying intentional brand storytelling to a brand's strategy, it is necessary to combine classic and proven lessons in storytelling to brand storytelling in order to be successful. Take, for instance, the instantly viral 22 Rules of Storytelling from Pixar or further lessons from Emma Coats. (40) Lessons in storytelling, with notes on structure, character, plot, and other common and best practice storytelling standards, respectfully carry over to brand storytelling as well. With three major elements to a typical story--message, execution, and character--brands can be, in fact, even a "character" of their brand stories (Coats, 2014). Brands even have their own personalities, as stated in The New Strategic Brand Management: "A brand has a personality. By communicating, it gradually builds up character. The way in which it speaks of its products or services shows what kind of person it would be if it were human" (Kapferer, 2012). In the creation of the brand as a person, personifying it begins to make the human connection in the minds of current and potential consumers, along with all other stakeholders. Another way brands can take on human characteristics in storytelling efforts is directly from the leaders within the organization, as stated in Repositioning: "A visible leader is a very powerful weapon with customers and prospects. This kind of leader offers unique credentials for a company" (Trout & Rivkin, 2010). In this way, the leader can become the representative of the brand in some cases, becoming the primary character in some of the brand stories for companies.

Why are stories highly effective and relevant to marketing with their tie to the human experience? Stories are one of the most effective communication tools we have available, igniting the imagination of the listener, and creating instant relationships and connections in the audience's mind. Throughout history, "[h]umans [have] use[d] story to engage one another--explaining who we are, what we've experienced and why it matters (Lanus, n.d.). Humans are natural storytellers and story audiences. Just take a look at the success of storytelling beginning with children; from early on, we hear stories and learn from them--history and traditions, in fact, are passed down by way of stories--and our attention focuses when we hear a good story from a dramatic storyteller. It can even be simplified to the following: "When a speaker says, 'Let me start with a story,' your attention focuses. But when a speaker talks in abstract, communicating facts or programs without a story, your attention wanders. It just does. Stories fare best, however, when they are engaging from the outset and have detail that allows you to visualize and empathize" (Aaker, 2018). Then, good, memorable stories are repeated to others over time, or even instantly after hearing an especially good or memorable story. For example, entire family histories and cultural traditions all stem from the passing down of stories from generation to generation. Going further, even on social media users feel the need to share content that resonates with them to others. People want to give their attention to stories, or create their own. Everything can be boiled down into meaningful stories, and certainly this success is capitalized when storytelling is used in marketing. To put it simply, and bringing it back to marketing, "You cannot bore people into buying your product" (Mello, 2015). (41) People buy brands, and brands that they remember.

For brand storytelling, lessons in storytelling should then be combined with lessons in marketing, using the best practices for branding, positioning, and repositioning. After all, "Marketing is building a brand in the mind of the prospect" (Ries & Ries, 2002). Classic lessons in positioning note the following: "Positioning is how you differentiate yourself in the mind of your prospect [...] The basic approach to positioning is not to create something new and different. But to manipulate what's already up there in the mind. To retie the connections that already exist [...] the mind accepts only that which matches prior knowledge or experience" (Ries & Trout, 2001; Trout & Rivkin, 2010). Then, a lesson on repositioning notes the following: "Repositioning is how you adjust perceptions, whether those perceptions are about you or about your competition [...] try not to overresearch or overthink your positioning or repositioning strategy. Simple and obvious will do the trick" (Trout & Rivkin, 2010). Comparisons abound in these marketing lessons on both positioning and repositioning with their connection to storytelling. For one, the central theme is making connections in the mind of the consumer, something a good story automatically does in the mind of the listener. After all, "[e]ffective storytelling builds on shared context and knowledge to connect with...