Storytelling for brands is a way of creating lasting, meaningful connections with an audience.
As we move further into the age of digital marketing, it has become more challenging to create points of differentiation and memorable messaging. Your audience is bombarded from dawn until dusk with marketing communications from endless brands vying for their attention.
Brand storytelling can cover a range of factors. By celebrating your accomplishments, sharing your challenges and recognising your milestones, your brand takes on a more relatable persona that encourages a deeper connection with your audience.
Storytelling gives marketers a way to cut through the noise and connect on a deeper level with the audience. The best part is that since storytelling has been a part of humanity for thousands of years, we have a pretty good idea at how it should be done well.
Brand storytelling taps into human emotion in a way that superficial messaging often fails to. Stories have the capability to delight, touch, encourage, excite and inspire us. By engaging us emotionally, stories create memorable pictures in our mind in comparison to basic messaging.
It's time to learn all about your brand! By speaking to key stakeholders, you will identify points of interest to start developing your brand story.
Your story can be delivered using a variety of media. By combining compelling visuals with persuasive and emotive language, your story can start to come to life. As valuable content, you may consider repurposing for various channels to maximise the usefulness of the story. You could post to your blog on your website, develop a video to share online, create a social graphic or infographic, or even host a podcast.
Understanding what will resonate and land with your audience is the first key to success with storytelling.
By nailing the tone of voice of your audience, your content is more likely to perform better.
Place your audience front and centre in your story, create the content for their benefit.
Don't be afraid to use emotive or sensual language to help your audience connect with the story.
Consider the structure of your story - is there a beginning, middle and end?