Storytelling on a Postcard: How to Make Your Brand Memorable

Storytelling in marketing reminds customers that your brand isn't a faceless entity. Personalized postcards are one of the best ways to tell your story in a small, visually appealing piece.

Would you rather buy a brand of running shoes from a company you know nothing about or ones that fill their branding messages with how they made their shoes to improve athletic performance? Telling the story of your brand and how you got to where you are is more effective than any sales pitch will ever be.

How Is Storytelling Used to Strengthen a Brand?

Storytelling is effective because stories resonate more deeply with potential customers. They're able to touch emotions in a way that no other type of branding strategy can.

Stories increase brand recall. They're an effective way to trigger memories, and potential customers are more likely to remember a story than a pitch.

A story builds trust. According to the Edlement Trust Barometer, approximately 80% of customers trust brands they use, and approximately 88% consider trustworthiness as important as price and quality.

Storytelling doesn't prevent you from encouraging a desired action. You can use them to get and keep new customers, and it's a more effective way to do so.

Using stories also helps you stand out among your competition. The power of your story can be the difference between a customer choosing you or another brand.

How Postcard Marketing Helps Tell Stories

Why is postcard marketing one of the best ways to tell stories to your audience? How can you engage an audience with a small card that has text of around 100 words or fewer?

Postcards allow you to reach customers who don't use digital channels. According to the World Economic Forum, approximately 2.5 billion people worldwide don't have access to the internet.

Postcards are more customizable than most other branding methods. You can use them to tell highly specific stories that reach customers almost as if you were talking to them directly.

Attractive, creative postcard marketing stands out. Customers may keep them and keep your brand in their minds for weeks. Compare that to a sales email they'd delete immediately.

How Do You Do Brand Storytelling?

The major difference between branded storytelling and traditional storytelling is the end goal. You don't just want the words to be read. You want them to lead to a subsequent action, such as a sale or website visit.

The way to do this is similar to traditional storytelling as well. Find out who wants your story and what to say. Then, measure how effectively your message is getting across.

Define Your Audience

If you want to engage your audience with your stories, the first step is to find out who they are.

Create a buyer persona based on factors such as:

• Age
• Gender
• Interests

You can also study campaigns from other brands in your niche. Who are they targeting?

Think of the Story

Brand storytelling is much more than telling what your product is and what it does. It means telling your brand's journey as a story with a beginning, middle, and next step.

Iron out the details of your story carefully. Certain elements tend to work well. Effective storytelling techniques to consider include:

• Before/after elements
• Underdog stories
• Business founder anecdotes

Design the Postcard

The old saying "don't judge a book by its cover" also applies to postcards. If they aren't attractively designed, the customer is likely to throw them away before even looking at the story within.

Make sure that the elements of the postcard match your brand's image and work to enhance the message you're trying to send. These include:

• Color
• Brand
• Images
• Typography

Utilize both sides of the postcard. Put the story on one side. The other side can have elements such as exclusive offers.

Don't forget to include a strong call to action. Let the customer know what you want them to do next, whether that's make a purchase or visit your website.

You can also bulk up your message with testimonials or reviews. Data from GatherUp indicates that approximately 85% of customers trust them, and nearly 100% use them before making a purchase. They work as a form of social proof that tells the story of your previous, happy customers.

Send It and Measure Its Effectiveness

A postcard mailing service can help you get your message out. They can lead you through the entire process, from concept to monitoring. All brand messaging strategies, including postcards, should be closely monitored.

Try out a few different types and send them out to your customers. Get feedback from your customers to see what they liked and didn't like. You'll soon learn which stories are resonating with your audience and which ones aren't connecting. That'll help you hone your strategy to get the most impact.

Frequently Asked Questions

What Is the First Rule of Storytelling?

Remember that storytelling is a form of communication, not just a sales pitch. The most important element is to find out what your customers want and need.

When you do this, use empathy to portray your message. Reach your customers on an emotional level.

What Is a Brand Storytelling Example?

Patagonia is a notable example of effective brand storytelling. Their branding materials talk about how the founder, Yvon Chouinard, was an avid climber and outdoorsman. 

The story works because it highlights the company's key values of sustainability and environmental activism. These are effective because they connect with customers on an emotional level.

Other examples include:

• Nike uses the stories of athletes as inspiration.
• TOMS highlights how it donates one product for every one purchased to highlight its social mission.
• Warby Parker tells its origin story as it tried to fix the problem of expensive glasses and its Buy a Pair, Give a Pair model.
• Dove's marketing messages challenge traditional beauty standards.

Start Creating a Storytelling Postcard Campaign Today

Storytelling enhances the effectiveness of your marketing efforts, such as postcards. It helps you reach potential customers on an emotional level. They're more likely to remember you and take the next step. 

Over 10,000 businesses trust Tardell to help them achieve even their loftiest business goals. Our all-in-one platform fits any strategy, and our team of marketing professionals is here to guide you along the way.

Plan your next campaign with us today.