Mastering Brand Storytelling: Marketing to Schools

A simple story

‘For sale: baby shoes. Never worn.’

Isn’t it remarkable how six simple words can evoke so much emotion? I first read this ‘advert’, a story often attributed to Hemmingway, about twenty years ago. My eyes got a little watery (and I didn’t have hay fever at the time). I’ve never forgotten it.

Brand storytelling is essential for building brands – especially for those of us marketing to schools. Because our offers don’t just fulfil customer wants, they transform young people’s lives. We help pupils. We support schools. And we advance education. Our brand stories are purpose-driven and values-driven, they’re about why schools should care about us (because we care about them. A lot.) Keep reading to find out why you should persevere with your brand stories and how you can get them right.

The science of brand storytelling

Telling stories meaningfully is an art, but how our audiences are impacted by great stories is a science.

1. Brand storytelling leads to action. A study conducted by Paul J. Zak found that compelling narratives cause our brains to release oxytocin, a hormone associated with trust and empathy. This hormone enhances our emotional connection and increases the likelihood of taking action.
2. Brand storytelling evokes emotion which aids decision-making. Research by Antonio Damasio, a neuroscientist and author of ‘Descartes’ Error’ suggests that emotions are vital in guiding decision-making processes. When people form emotional connections with brands through captivating stories, they are more likely to develop brand loyalty and advocacy.
3. Identifiable characters in stories heighten connection. Researchers Tom van Laer, Ko de Ruyter and Martin Wetzels found that people tend to identify with characters in stories. By creating representative, relatable characters in marketing narratives, we can generate stronger connections with our audience, making our brand unforgettable.
4. Stories are memorable and engaging. Research by cognitive psychologist Jerome Bruner suggests that storytelling activates various regions of the brain. When we present information in a story format, it is up to 22 times more likely to be retained in long-term memory.
5. Stories persuade and influence. Jennifer Edson Escalas’ research shows that storytelling enhances persuasion by engaging the imagination and reducing resistance to marketing messages. Through narratives, marketers can create a persuasive context that aligns with consumers’ beliefs, aspirations, and desires, leading to a greater likelihood of conversion and action.

Great marketing stories start with strategy

Before you start crafting your brand story, make sure you’ve thought about the strategic elements that will bring your brand to life.

1. Define your story’s purpose. What are you trying to achieve with your story? Are you showing how your purpose aligns with schools? Are you highlighting how your brand makes educators’ lives better? Are you bringing a new offer to schools and need to ensure its memorable? Be clear about why you’re telling a story – and specifically why you’re telling it now.
2. Know who you are. People trust brands that are consistent and reliable. Your brand identity is likely already in place – make sure to stick to your voice and tone. CPD providers are likely to lead with their trusted expertise, while companies offering after-school activities can be more playful. Be confident in who you are and how you communicate.
3. Know your audience. Like great messages, great stories begin with the target market in mind. They’re about crafting a narrative that will inspire, educate, or entertain the audience. Stories that show empathy and understanding around our audiences’ desires and pain points will connect most meaningfully.
4. Think about your channels. More and more we’re seeing video, a brilliant storytelling channel, lead in engagement and conversion rates. But do continue to think more broadly about your channel mix and experiment with storytelling in every way you can.

Crafting the perfect story

Stories are part of the fabric of our humanity. We (well, mostly our ancestors) have been telling them for millennia. But if we want to create narratives that connect with our audience, there are three key things to consider:

1. Use narrative structure (where appropriate for your channel). Start with a captivating introduction, your ‘hook’. Then, introduce a challenge that your audience can relate to, building tension and curiosity. Finally, present your brand or offer as the solution, showcasing its benefits and unique selling points.
2. Tap into emotions. Emotions are the driving force behind compelling storytelling. Whether it’s through humour, empathy, excitement, or nostalgia, evoking emotions helps your audience connect on a deeper level.
3. Create real, compelling characters. Whether they’re people, or anthropomorphic animals or objects connected to your brand, make sure your characters come across as well-rounded and relatable. Characters breathe life into stories. Develop characters that represent your target audience, educational professionals, and their experiences. Give them depth, aspirations, and challenges that resonate.

Great brand storytelling in action

Tiny Dancer brand storytelling video

This advert for John Lewis Insurance, does everything it should. It builds a wonderful character and tells a story their market can relate to. It also finds an emotive way to make home insurance interesting – quite a feat! While the viewer may not have needed insurance when they saw the ad, when they’re up for renewal, there’s a good chance they’ll remember the ad (and potentially have a look at the product).

Stabilo’s ‘stills with copy’ ads
These ‘highlight the remarkable’ ads are simply genius! They appeal to their core market of educators, students, and eternal learners, by lifting up heroes from history who didn’t get as much recognition as they should have. Their visuals cleverly include their product – while also highlighting their values, their purpose and their focus on diversity and inclusion. The story-centric ads were so successful, that they got people talking and adding their own unsung heroes on socials.

LEGO Print ads
These simple LEGO ads show what they bring out in children – play, creativity and invention! They allow us to imagine how the children we interact with may bring their LEGO bricks to life. They also ignite nostalgia, as we recall how we played with LEGO when we were little (and when we were/are older) too. 

The brand storytelling buzz goes on

Storytelling has been a buzz word for a while, but it’s more than that. Storytelling connects our brands with school audiences. It elicits emotion, ensures we’re memorable and ultimately leads to purchases (as our audience is primed to buy our memorable offer when they need it).

In a world where AI is starting to take over, it’s our stories, our emotions, our experiences that keep us human and that keep our brand human. Stories are more important now than ever. And they’ll remain at the heart of our best brand and marketing campaigns to schools, for many years to come.

If you need help with your brand storytelling – get in touch!