Skip to content Storytelling is a powerful tool for brands and sellers to create meaningful connections with their audience. Take Amul, for instance. Its iconic “Amul Girl” ads have been telling witty, socially relevant stories for decades, making the brand a household name. Similarly, Paper Boat connects with consumers by sharing nostalgic stories of traditional Indian beverages, invoking childhood memories on their social media and ads. For small sellers, a story like an artisanal spice maker from Kerala, sharing how they preserve centuries-old methods, can turn products into emotional experiences. This power of storytelling can transform brands, helping them stand out and build lasting relationships with their customers.
Emotional connect with consumers
Storytelling in marketing thrives on psychology, allowing brands to connect emotionally with their audience. When a product is tied to personal memories or solves a real-life problem, it creates a bond that goes beyond the surface level. For instance, a food brand might tell a story that reminds consumers of their grandmother’s cooking during summer vacations, evoking feelings of warmth, nostalgia, and family togetherness. This emotional connection instantly makes the product relatable and meaningful.
Similarly, when a brand addresses a specific pain point—like a food product designed to reduce digestive issues—storytelling can be used to raise awareness of the problem and present the product as the solution. By weaving these narratives into marketing content, brands can tap into the consumer’s emotions, enhancing both engagement and loyalty.
Story telling for small or Medium-Sized Sellers
For small or medium-sized sellers, storytelling becomes an essential way to differentiate their brand and create emotional connections with consumers. A seller’s story should begin with why they started their business in the first place—what passion or personal experience drove them to create their food product? What are brand’s core values? How much effort goes into getting the highest quality ingredients? The backstory adds authenticity, showing the human side behind the brand.
For instance, a seller might share how their family struggled with vitamin deficiencies, inspiring them to create a nutrient-rich product that’s now available in stores. This personal connection allows the brand to connect with consumers on a deeper level. Highlighting a common problem—such as lack of sleep, nutrient deficiency, or Vitamin B12 deficiency—offers a relatable selling point, as many consumers face these same challenges. By showing how their product can solve these everyday problems, sellers can craft a compelling narrative that resonates with their audience and strengthens customer loyalty.
Channel & Format of Storytelling:
The Channel you choose to tell your story is just as important as the story and format itself. Before diving into storytelling, it’s crucial to identify where your audience spends most of their time. Conduct thorough research to understand which social media or online platforms your target buyers are active on. For instance, if your audience consists of younger, tech-savvy individuals, platforms like Instagram, YouTube, or native social media apps might be ideal for sharing visual and engaging stories. On the other hand, if your target market includes professionals or a slightly older demographic, LinkedIn or Facebook might be better suited to convey more detailed narratives.
The format you choose to share your story should align with your brand image. A good approach is to use a mix of videos, images, blog posts, and stories, ensuring the core message remains consistent across all formats. In storytelling, diversify your formats by including videos, images, blog posts, and stories, while also leveraging infographics, case studies, and customer testimonials. You can engage audiences further with live Q&A sessions, and interactive polls. Behind-the-scenes content and user-generated content also add authenticity and depth to your brand narrative.
Annapakshi’s Partner WeMill :
WeMill sells Ragi and Millet-based food products. WeMill is a social enterprise driven by a group of 14 first-generation rural women entrepreneurs from Bilikere Village, Mysore. The millet and ragi-based products crafted by these rural Indian mothers are made with the guiding principle of “Health First, Business Second”. They are committed to empowering first-generation rural women social entrepreneurs by providing them with opportunities to build their livelihoods and become self-reliant. With this strong core value, WeMill is the perfect choice for conscious consumers who want their meals to matter. WeMill has created a narrative that highlights not only the quality of their ragi and millet-based products but also the empowering mission behind them.
Conclusion:
A powerful story is as important as, if not more, having a great product for small and emerging food businesses to be considered by target customers. Many marketing gurus have mentioned that emotions play a vital role, and not rationality, when consumers make purchase decisions. And effective story telling can touch the emotions of the audience. So, take the time to develop stories for your products / brand to form timeless relationships with your customers.
If you need support in this area, Annapakshi can help. Annapakshi is an online digital store for food products from passionate entrepreneurs. In addition to listing your store digitally, we support end-to-end marketing including story telling for emerging food brands.
