Each and every day around 2.5 billion pieces of content are shared. That’s a lot of competition. And that underlines why brand storytelling is so critical to businesses today.
Brand storytelling is the ability to create an ongoing conversation about your business, product or service. The concept is based around shifting the focus from the product to the brand through telling of the story. From here the approach is to offer subtle and creative content so that your readers don’t feel pressured or pushed into buying.
While not new, the popularity of social media and content marketing has led to huge opportunities to tell stories as part of both direct and indirect brand marketing initiatives and become a strategic priority.
You have a better chance of your content being read if it’s compelling. The most effective brand storytelling is that which compels people to act – to engage, to share, to buy.
Consider Apple! Their advertising campaigns, content focuses on people rather than the product; how their iPhone will help people to live their life, connect, conduct business, engage with friends and family. Often the product is not even seen, there’s no need – they are telling the story of their brand and their tribe.
But it must be a two-way conversation. One way content won’t work. If your content doesn’t provoke or encourage a response or a comment then it’s just not brand storytelling. Overall your brand storytelling must be engaging, relevant and relatable.
Stop telling your customers how great your product is. Start telling them the story of your brand and how you will be able to make their life better and ask them to contribute to become a part of the story and the ensuing conversations.
The secret to great brand storytelling is to mix branding fundamentals with fiction writing basics:
Tell the truth – while you are telling stories they must be honest, transparent and based in the reality of your brand, products and industry.
Infuse personality – entwining your personality will help readers to connect and understand.
Create characters – whether it be from an employee’s point a view, a third person or a customer, creating characters that people will cheer for will help your brand story connect.
Follow the formula – all good storytelling has a beginning, a middle and an end so follow this formula in your own brand storytelling.
Don’t tell it all – leaving your readers wanting more in order to have them return time and time again to engage with the next instalment. Use hooks or CTAs at the close of the content or on social media as well as teasers to keep people interested.
Contact the team at Website Design Centre to learn more.
