You have a company. You have a brand
But what’s your story?
In the past, companies believed that the ‘image’ of a brand was sufficient for success. Once upon a time it was. But today people want more, they want a story; the history of how the scarf ended up in their hands or how this entertainment company was born.
Storytelling is a central component of content marketing. It breathes life into your brand. It gives your products and services an identity that captures the brand’s essence. A story puts a face to a name for customers; it brings to life and humanizes the brand. It takes customers on a creative, unique and inspirational journey so they can better understand the brand and feel a personal connection to it.
Everyone loves a good story; we embark upon exhilarating journeys, learn valuable lessons and gain different perspectives.
This is why storytelling, or the emergent marketing strategy of ’emotional branding’, is becoming increasingly popular. It has the potential to drive revenue and boost customer loyalty.
Bottom line: consumption is a personal endeavour. How a person feels about your brand will always, in one way or another, affect their purchasing behaviour. Branding is all about how perception, so the better story you tell, the better experience you can provide your consumers, and the better they will perceive your brand.
So how do you go about brand storytelling?
Fundamentals of Storytelling:
1. Be Specific
When you start telling the story of your brand, you need to be very specific in what you want yours readers to take away from your story. You must clearly show why it’s important to them and their lives.
Though you want to tell your story in a unique and creative way, it is not fiction. The story is your brand – how your business came to fruition, the very reason why it exists, why you provide the services you do and develop the products you sell. Tell them why you do what you do.
Your goal is to share all of this with your consumers. You want to satisfy their appetite for information while simultaneously while keeping them engaged through a narrative. Be specific, be concise and share your story.
2. Get Emotional
As stated earlier, consumers today need more than just facts. Sharing your brand in the form of storytelling gives them the personal aspect they crave. It humanizes your brand, breathes life into your company, and makes your organization more approachable.
Tell a story that is factually accurate and specific, but one that is also relatable. Did you come from humble beginnings? What kind of obstacles did you overcome on your way to success? From where did you get your inspiration? These are the kind of things people want to hear about. These are the things to which people from all walks of life can relate.
Good storytelling, while promoting you, your company and its goods/services, is inevitably about wants, needs, and emotions. It creates and fosters the positive feelings your brand evokes while boosting the company’s image.
3. Use the Fairytale Model
Storytelling is an art, but it is also a science.
Once thing to keep in mind is not getting too ‘out there’. You want not only the story, but the format as well, to be relatable to the masses.
Just like a fairy tale, the story your brand tells should have defined acts. Act One sets up the situation, Act Two chronicles the conflict, and Act Three offers a resolution. Your brand is the protagonist; share its struggles and triumphs with the world!
Note: many businesses business stories that are socially driven also have “a call to action” which can be told in Act Four.
The ultimate goal of marketing is to inspire.
Whatever you do, whatever story you tell, you must always keep this in mind. Whether you want your company to motivate change or encourage consumption, you need to inspire the general public to do so. Whatever your desired outcome, use our story to promote it.
Every brand has a beautiful story; share it with the world!