Trends in Brand Communication: Storytelling Over Touchpoints

Nowadays, business growth mainly depends on customer interactions. Brand Communication is a complicated process, which is necessary to implement companies to enhance customer engagement. If you are wondering about the strategies to increase customer interactions, you need to understand the factors that shape the customer journey with the company. Touchpoints and storytelling are different types of marketing strategies that influence customers to invest their time in the company.

The market aspects are constantly changing, and so are the demands of the customers. If you are struggling to find out the best trends to enhance your brand communication strategies, keep on reading this article.

What is the significance of storytelling?

Storytelling is a marketing technique of communicating with customers through a narrative style. The marketer shares important information and promotion-related facts, but in a narrative way, which makes it easier for the consumers to understand the actual message of the company.

If you are trying to establish your business in the best position in the market, you need to know customer psychology. Promoting the company with a simple advertisement, without any in-depth strategy is ought to be a failure. Connecting with the customers often becomes difficult, if you are unable to understand customer psychology. According to many market experts, customers are more likely to associate with a company, which can relate to their needs. Emotional connection is one of the key elements of marketing. Therefore, storytelling has become one of the most important trends in brand communication, which allows the company to connect with customers on a deeper level.

Some of the major benefits of storytelling are: 

  • You can communicate your brand value with the help of storytelling.
  • You will be able to identify your appropriate target audience.
  • It will make your brand stand out, as the customers will be able to remember the narratives.
  • You can create an emotional relationship with the target audience.
  • It helps you to develop compelling promotion campaigns.
  • It will be easy to convince the customers to associate with your brand.

Authentic storytelling about the brands will help you to spike interest among the targeted audiences. However, this does not mean that you have to stick to storytelling only. Marketing communication trends are also evolving, which means that you can have a lot of suitable strategies to select, in order to enhance your brand image in the market.

Why are companies preferring storytelling over touchpoints?

Touchpoints are the interaction points of the customers with your brand. Due to the advancements in technology, apart from the physical touchpoints, companies are also counting the digital touchpoints. Website visits or emails from customers are also considered important touchpoints for the company. With the help of the touchpoints, it becomes easier for businesses to identify the most suitable channels that are beneficial for them to enhance user experiences. However, the benefits of the touchpoints are limited.

On the other hand, storytelling will allow you to emotionally connect with your target audiences. It will also persuade them to associate with your company, which will ultimately result in increased revenue generation. Hence, all sorts of businesses are inclined towards storytelling marketing techniques. It helps them to increase their customer count.

Currently, the companies have been focusing on several other trends to improve their brand communication strategies. Affiliate marketing, push notifications, the internet of things, social media marketing, and many more are part of the ongoing brand communication trends, which you need to invest in.

Take a look at the ongoing brand communication trends:

Digital and virtual communication: There is nothing new about digital communication. Since digital communication facilities have emerged in the market, companies have considered it as a holy grail of marketing. You will be able to create online communities with the customers and get insights into their thoughts on the brand. Social media platforms like Instagram, Facebook, and Twitter are some of the main platforms that will help you to maintain a digital conversation with your customers.

During the sudden outbreak of the COVID-19 pandemic, companies were coerced to implement advanced technologies, to keep up with the work. Communicating with the customers became difficult, but the digital platforms, social media channels, and customized websites of the company became the main methods to communicate with the customers. As a result, if you are thinking of improving your brand communication, invest in all sorts of digital or virtual interaction platforms for your customers.

Interactive marketing: Direct conversation with the customers is one of the best ways to keep them engaged with business updates. Digitalization has completely changed the world. You might have noticed that people are always busy on their phones, for professional or personal reasons. Hence, through interactive marketing, you will be able to provide personalized experiences to your customers. It will make them feel more inclusive of the brand. Your customers will be able to emotionally associate with your brand.

You can use push notifications, or send an automated email to the customers. It will increase their interest, and make them visit your website. Touchpoints for your brand will automatically increase.

Influencers as communicators: We have discussed the importance of storytelling previously in this article. The more you can associate emotionally with your brand, the more, you will be able to develop a trusting relationship with your customers. You might notice that more customers are returning to you to get your products or services. Hence, a new brand communication trend has been emerging since the previous year, which is influencer marketing.

Social media influencers are personalities who try to influence people with the help of their content. There are several types of influencers, such as fashion, health, beauty, and lifestyle influencers. These people generally have a lot of followers on their social media accounts. As a result, if you collaborate with these influencers, you will get access to their followers and increase your customer base. You can promote your overall brand or particular services through these influencers.

Interact about social causes or interests: If you are an entrepreneur, it is easy to assume that you are familiar with corporate social responsibility. Have you ever considered sharing the cause behind your brand with the customers? Every brand has certain reasons or objectives, which they want to achieve at a certain point in time. The most effective types of causes are the ones that offer benefits for the customers. For example, your brand is environmentally sustainable. Your customers will think highly of your brand.

You have to highlight the cause or the main message of your brand. You can also share social issues that are trending in the market, to make your customers feel like you are listening to their needs.


If you are new to the business world, or you are trying to enhance your marketing game, you need to focus on these trends. Establishing your business in the market may be difficult, but investing in this brand communication strategy will help you enhance your brand image among your targeted audience. So, it’s your time to consider and consult with Matrix Media Solutions digital marketing experts to implement these brand communication trends and enhance your overall marketing game.

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