All successful companies do one thing very well, which is to tell a compelling and persuasive story. The story is usually captivating, and they help create a connection between ourselves and the narrator. This presents an opportunity for companies looking to build strong relationships with their audiences.
Indeed, the art of brand storytelling facilitates the effective communication of brand stories, which encapsulate a company’s history, mission, purpose, and values. Let’s start with a simple definition of brand storytelling.
Brand storytelling is the process of creating a series of story points to create an emotional connection between your brand and its target audience.
A brand story can also be defined as the story, mission, purpose, and values of a company that comes together in a narrative structure that brings it to life.
Components of a Strong Brand Storytelling
Here are some of the key ingredients for creating a memorable brand story.
Consistency:
Viewers should know what to expect from you and be excited to see what happens next.
Aligned with business goals:
Your brand story should align with your business goals, and be integrated into all aspects of your business, including marketing, sales, and all internal and external communications.
Trigger Action:
You must find a place in the story to put a call to action and turn your audience into a customer.
Sympathy:
Reconnect your audience with your brand story.
Attention-grabbing:
Establish and maintain a unique voice, and personality to market your brand story. Don’t hesitate, your content will become instantly recognizable.
Genuine:
Be honest about your values, your company’s unique characteristics, and the challenges you face.
Assignable:
Avoid using jargon, and more jargon to show that you understand who your customers are, and the challenges they face.
Difference between brand storytelling and content marketing
Content marketing can tell your brand story, but not all content marketing is brand storytelling.
Content marketing involves creating educational or promotional content to attract new customers, retain existing customers, and increase brand loyalty.
Use brand storytelling tools and techniques to create branded content that expresses your company’s values and vision, and also evokes an emotional response.
Step 1: Set the origin story
Many people have heard the term origin story. This is where you come from, and what has brought your company, and you to where you are now.
Building an origin story is an important part of brand storytelling, and should include your personal goals and values. Including goals, and values can help you understand how your personal experiences influence your organization’s goals and mission.
Defining your journey into the present allows you to find specific personal experiences to use in your brand’s storytelling. It also helps you build an emotional connection with your audience.
Consider the following in your company’s history:
- Why was it created?
- Who founded it?
- How was your company founded?
- What is your company’s vision?
- What are your achievements?
- What challenges did you encounter?
- How did you overcome them?
- What is your company’s vision?
- What are your achievements?
- What challenges did you encounter?
Step 2: A Hero’s journey
Hero’s Journey is one of the most popular storytelling templates you can use to build your brand story.
The template draws an emotional arc that resonates strongly with consumers in your marketing materials.
The brand’s potential customers, heroes, and behaviors are well-defined. Describe the glitches they faced, how your solution solved the problem and the final result. Begin recording your hero’s journey by answering the following questions:
- Who is your hero
- What are their needs and desires?
- What is their problem and how are they solving it now?
- How can your brand step in to help them?
- How do they know you?
- What kind of solutions do you offer?
- What does change and a better future look like?
For example, in 2018 Coca-Cola launched an ad intended to combat Islamophobia with a commercial about Ramadan, the holy month of Islam. Part of that tradition is to observe a strict daily fast from dawn to dusk.
Our heroine, a young Muslim woman, misses her bus and has to walk through a busy city. During her walk, she becomes increasingly thirsty and tired and is discriminated against along the way.
A young jogger watches the hero fight, and she buys two bottles of Coke. The jogger presents the protagonist with a bottle waiting to be drunk until the sun sets. Jogger, who is initially incredulous, realizes what is happening and waits with the main character.
Finally, as the sun sets, both characters enjoy cola together. This is a classic hero’s journey with challenges to finish in victory while promoting both the Coca-Cola beverage and the brand’s power to unite people of different cultures.
Step 3: Consider your brand personality
Now you can build your brand personality. This requires applying human traits to your brand, based on your customers’ personalities, and preferences.
A well-defined brand personality helps you connect with your customers on a deeper level.
Step 4: Define brand purpose and values
Now you can define your brand purpose and values. It acts as a compass as you build your story, making sure to highlight your brand’s biggest goals.
Brand purpose
Your brand purpose should be a phrase that communicates the value you create in your customer’s life. It should be based on your brand story.
Brand value
You should also identify 4-5 values that matter to your business and why. A big brand value should set you apart from other brands, also try to keep them clear and concise.
Step 5: Define your brand story and purpose
Define your brand story and the message you want to convey. This can include the company story, the brand story you want to build for your audience, and what you want to encourage the audience should do.
Possible goals for building stories are increased sales, organic traffic, increased followers, or increased brand awareness.
In two columns, you can list your goals, and the resources you can rely on to achieve them. These resources don’t have to be purely financial.
Popular products and large social media followers are resources that can further your brand storytelling goals.
Step 6: Write down your brand story
With this wealth of information, you’re ready to start writing your brand story. At 200-300 words, make sure your brand story answers key questions about your customer’s challenges and needs, why you’re branding, and what your brand is about.
Here are some points to consider:
- What context is the client running in?
- What are their challenges, and needs?
- Why does your brand exist?
- What is your mission – how will it change a hero’s life?
- What future do you envision for your brand?
- What uniqueness can your company offer?
Step 7: Share and develop your brand story
Share your brand story across your organization. Your brand story should serve as the narrative for your entire business.
This includes company storytelling to inform marketing and PR campaigns, and how to lead the HR, and manage the sales team.
Share your brand story with employees during onboarding, perhaps in the form of an instructional video, to properly convey the essence of your brand.
Conclusion
Many consumers see their purchases, and the brands they support, as an extension of their identity and value.
They want to feel part of a community that shares certain ideals.
This is why you need to define your brand story and amplify it through brand story marketing. That way, your brand will be in the minds of your target audience before your competitors.
To help your brand reach its true potential in the digital age, get in touch with an experienced Gold Coast SEO firm.