5 Read-this Reasons to Tell Your Brand Story In Print
Today, 90% of consumers say that authenticity is important when deciding which brands they like and support (Stackla) – consumers want brands to reveal their human side before they buy into what a business is trying to sell them.
Bridging the gap between perception and reality
Meanwhile, 92% of marketers believe most or all of the content they create comes across as authentic with consumers. But most consumers (51%) say that less than half of brands create content that resonates as authentic (Stackla).
Brands can bridge the authenticity gap by telling their story:
· How your brand was formed
· Why it exists
· What are its brand values
· Who are the people behind your brand
But if brand storytelling provides a platform to engage with customers on a much deeper level, the medium is also key.
How print can help bring your brand story to life
1. Print holds customers’ attention for longer
Digital does some things well, particularly when it comes to immediacy and reach. But it doesn’t hold people’s attention in the same way as print.
The constant bombardment of content online makes it difficult for people to stay on one topic for very long. (DTU)
But 88% of people believe they understand, retain or use information better when they read print. (Sappi)
If you want your brand story to stay front-of-mind, tell it in print.
2. Print helps to communicate your brand values
In forming an opinion of your brand, a customer takes in information that goes beyond just words and graphics. And here’s where print excels.
The haptic nature of print means that the stock and quality of paper can be employed to create a lasting impression.
For example, heavier gloss paper can reflect luxury and refinement, while an uncoated paper made with recycled fibres communicates environmental awareness.
3. Print drives online interactions
Once your print piece has captured your customers’ interest, you can seamlessly take them online and along their consumer journey through an on-page QR code.
By pointing their smartphone camera at the QR code, customers can access online content, such as videos and graphics, that reveal further faces of your brand.
4. Print helps you build a deeper connection
70% of people say that direct mail communication makes them feel valued – and gives them a better impression of the company that sent it. (Royal Mail)
Online, people may be quick to share content – but that doesn’t mean they spend any time with it – 59% of links shared on social media are shared without even being read. (Columbia University and the French National Institute)
5. Your opportunity with print is now
Time spent reading magazines has jumped from 44 minutes to 56 minutes a day during the current coronavirus pandemic. (Mediatel)
That’s more quality time – undistracted by the next alert or notification – for your brand to tell its story to your customers and potential prospects.
