Brand Storytelling 101
Brand storytelling is important because it is the cruise that will keep your brand afloat while others slowly sink around you. Brand storytelling can definitely be the key to your marketing success.
Every brand has definitely numerous stories to tell. From the beginning of a brand idea to the direction of the business plan, marketing people sees to it that everything is taken into account. The following are your guidelines in order to begin the narration of your brand’s story seamlessly.
- What is the story of how your brand began?
- What is the story of your brand’s core values and beliefs?
- How did your brand change people’s life for the better?
Stories are in everything, and everything can become a story. To increase your presence establish your brand story through e-magazines, posters, brochures and videos.
Here are 6 brand storytelling tips which can help you narrate your amazing brand stories.
1. Preparation is vital key.
It’s important to write your brand story with careful planning. Your preparation should include gathering a lot of information about the history of the brand, such as the motivations of the founders, executives, quotes, personal anecdotes, etc. You should also take the time to verify all these information.
2. Be personal and genuine.
When writing your brand story, don’t skip out on failures and challenges the company has faced (or is facing). This makes it easy for your customers to connect to the brand because it shows that people are behind the business — not a faceless corporation.
3. Connect emotionally to people.
One powerful element of any story is emotion. As human beings, it is easy for us to remember stories that have an emotional impact. While facts and figures can help persuade customers to buy the product, emotional moments help connect with the brand.
4. Use a story pattern.
A tried-and-tested storytelling technique is adapting a classic story pattern, and this applies to brand stories as well. Using identifiable patterns and archetypes (i.e. a hero’s journey to saving the world) can help your audience get a feeling of familiarity towards your story. Find out more about the story patterns you can adapt to your brand story.
5. Adapt your story to the format.
Once you have your story ready for implementation across different media channels, make sure you convert your story in a way that’s appropriate to the format. When writing for the ear (i.e. videos, sales calls, speeches), make sure you’re mindful of volume, intonation, hand gestures, pauses, and pacing. On the other hand, when writing for the eye (i.e. blogs, e-books), pay attention to readability, punctuation, and illustrations.
6. Be visual and make people imagine your story.
By painting a picture for your target audience, your brand story becomes more interesting. Visual images make the people in the story more real and recognizable. Of course, the kind of visuals you use in your brand storytelling depends on the format, but you should strive to use some kind of visual in every telling of your brand story. Photos, videos, graphs, infographics, illustrations — these all make your story interesting and memorable.
Photo credits to Marketing Smart.
About Camille Jacinto
Jack of all trades. Interested in MAFIA: Music, Arts, Film, Independence and Anything Intellectual. Currently writing for an events and advertising company.