5 Telltale Signs an Ad Agency Can Tell a Brand Story
In the neon-lit crossroads where advertising meets entertainment, there's a new currency—storytelling. It's no longer enough for brands to simply sell; they must enchant, captivate and create narratives that resonate with audiences.
A compelling brand story has become essential. Just like how we eagerly await the next episode of a favorite TV show, the modern consumer is hungry for brand stories that tug at the heartstrings, tickle the funny bone or stimulate the intellect. But not every full-service advertising agency can rise to this cinematic challenge. How do you discern the Scorseses from the novices in brand story crafting? We’ve put together five quick signs that indicate an agency's proficiency in the art of brand storytelling.
What is brand storytelling?
Brand storytelling is the art of weaving a compelling narrative around a brand's identity, values and missions. It's not just about what a brand sells, but why they exist and how they impact their consumers and the world. A powerful brand story resonates emotionally across all touchpoints and platforms, and fosters loyalty while driving engagement. As more consumers seek authenticity, the ability of a full-service advertising agency to craft such a narrative becomes invaluable.
1. Portfolio Diversity
A proficient brand story is often reflected in the diversity of its presentation. An adept full-service advertising agency will have:
Track Record Across Genres & Mediums: Whether it's a heartwarming television spot or a humorous TikTok, versatility in brand story execution demonstrates creative vision.
Catering to Diverse Emotions: By demonstrating work that ranges from humor and drama to inspiration, an agency reveals its depth in understanding brand story nuances. Check its reel and find out.
2. A 360 Approach to Story
In today's interconnected digital landscape, a brand story is not limited to one platform:
Connectivity Across Touchpoints: An agency that crafts a tale that can adapt and be tailored for each medium ensures brand story consistency and engagement.
Omnichannel Story-Led Campaigns: The consumer journey is non-linear. A stellar full-service advertising agency recognizes this, optimizing for an omnichannel brand story experience.
3. Insightful and Intentional Strategy
Know that behind every brand story lies a strategic foundation. So, look for an ad agency that can provide:
Strategic Insights Based on Industry Expertise: A robust brand story is contextually relevant, grounded in industry insights. An ad agency that tells a good story should also come to the table with rich industry and consumer insights.
Rich Cultural Insights: Deep diving into cultural nuances ensures the brand story resonates profoundly. Look for agencies that keep subject matter experts handy. They’ll be able to inform and help build authentic relationships with target audiences.
4. In-house Creative Talents
The depth and dynamism of a compelling brand story often stem from the talents working behind the scenes. Here’s what to look for when auditing whether an ad agency has the ability to deliver a story-driven campaign.
A Comprehensive Dedicated Team: A robust in-house team includes creative directors, designers, copywriters, editors, illustrators and more, all working in harmony to weave a compelling narrative across many channels…which requires a ton of creative assets.
Adaptability and Responsiveness: In-house teams offer the advantage of agility. When all key players are under one roof, quick decisions can be made, allowing the brand story to pivot, adapt, or engage with real-time events, trends or pop culture conversations. This ensures the narrative remains timely and culturally relevant.
5. Uses Emerging Tech Marketing
The digital landscape is constantly evolving, reshaping the canvas on which stories are painted. An agency that is truly passionate about storytelling will be equally passionate about emerging tech because those are the tools that help bring narratives to life.
The Revolution of Storytelling Tools: New tools and platforms are not just changing where we tell stories, but fundamentally how we tell them, infusing narratives with unparalleled interactivity, immersion and personalization.
Portfolio Testament: For an agency to stand at the forefront of innovation, showcasing uses of emerging tech marketing in their portfolio isn't just a nice-to-have—it's imperative. It demonstrates their ability to harness the latest technologies to amplify and reinvent brand narratives.
The art of storytelling in advertising isn't just about telling tales—it's about telling them innovatively, responsively and with cultural resonance. Whether it's leveraging emerging tech, cultivating a diverse portfolio or harnessing the power of in-house talents, the markers of a trailblazing story-driven agency are clear.