Stories make human beings become human. The earliest recorded examples of stories come from cave paintings made 30,000 years ago. Oral, written, and visual stories help people empathize with each other and make decisions.
Brand storytelling serves the same function. It is one of your most powerful marketing tools, provided that you know how to use it.
What is brand storytelling, and why is brand storytelling important? How can you begin telling the story of your brand? What do you need to do in order to tell a good story?
Answer these questions and you can draw in new customers through simple yet profound storytelling. Here are five things you must know.
1. You Must Be Unique
Brand storytelling is just like any other form of storytelling. If you write a short story and it is too derivative of another writer, you will not get published. But if you write a story that is all your own, you can attract a lot of attention.
The best way to be unique is to be yourself. Put a page on your website about your personal history in your line of work. Upload photographs of your family and talk about important experiences you’ve had.
2. You Need to Target Your Brand Storytelling to Someone
There is no way you can attract every person to your brand storytelling. Tell a story that appeals to a particular target audience. You can focus on older people by talking about traditional values and your long history in your line of work.
3. You Need a Hook
Do something to draw your audience into your business and brand. Advertising is a great way to get yourself out there.
But engage in a few different methods. Content marketing lets you produce informative material for the Internet, making you seem like an important expert. Write blog posts and e-Books giving nuanced information on your industry.
4. Honesty Is Always Best
If there are parts of yourself you don’t want to talk about, you don’t have to talk about them. But don’t pretend to be something that you are not. Being authentic in marketing is important because you build trust with your potential customers.
If you don’t have a great sense of humour, don’t tell jokes. You may come across as hokey or desperate for attention. Focus your brand on the characteristics of yourself that you are most comfortable with promoting.
5. Be Human
Add personal touches to your material. If you are running a television advertisement, appear on camera or as a narrator.
Talk more about yourself than your business. But loop in what your business can do for your customers, namely in making their lives better. Make sure they see what you can do for them so they feel inspired to contact you.
What You Should Know About Brand Storytelling
Don’t overthink brand storytelling. You should be unique, talking about your personal story and interests in your advertising. Target your brand at a discrete group like older adults.
Bring your audience in through content and advertising. Be honest about who you are, but reflect your value to your customers.
Show how knowledgeable you are about your line of work to distinguish yourself. But reflect your own personality, including your sense of humour or seriousness.
Go to a brand storytelling consultant for advice. Pencil and Coffee serves Leicester, UK and Kitchener, Ontario. Contact us today.
