“Storytelling is by far the most underrated skill when it comes to business.”
– Gary Vaynerchuk
Any business that wants to grow and prosper needs to invest in branding. The effort to carefully polish the image that a company wants to be known for is an important part of any marketing strategy. Still, to successfully convey the factors that set your business apart from the rest, there is one important element that can greatly strengthen your branding tactic – that is storytelling.
What is brand storytelling?
Brand storytelling is the use of narratives to enable a business to influence the emotions of consumers. It can greatly complement your branding campaigns because sharing in-depth information about your company is an opportunity to gain your customer’s attention, trust, and patronage. The claim that storytelling is crucial to a business is backed by a study saying that 87% of people want meaningful interactions with brands.
By incorporating brand storytelling in your ad campaigns whether online (social media, video-sharing platforms, PPC ads) or offline channels (print, TV, and radio), you will go beyond merely introducing your products to the customers. You are also sharing your company’s goals, revealing your journey, and explaining the reason why you exist. If done right, efficient storytelling can lead to loyal clients who admire and appreciate your business. However, knowing the many benefits that storytelling can bring to your brand awareness campaigns is not enough. Most importantly, you need to ensure that your stories will not only be worth listening to but will also create the impact you intend.
What are the elements of effective brand storytelling?
You do not want your story to sound just like a drop in a bucket of water. Instead, you want it to create a splash and send ripples that will boost the growth of your business and that people will find hard to ignore. This can be done by including the following elements in your brand story:
Be consistent and authentic.
A survey shows that 7 out of 10 participants think it is important to trust the brands they buy. Thus, brands that want to gain a loyal following should first win the trust of their clients. One way to win trust is by making sure that your brand story stays consistent in every platform where you share it. This means that it is not advisable to add details that will not coincide with the information you shared on another channel. You can avoid inconsistencies by resolving to be authentic in presenting your story. Being authentic and consistent can also pave the way to develop your unique brand personality.
Add some conflict.
The best plots have the most interesting conflicts to solve. On the contrary, stories without any conflicts are boring and predictable. Capture the interest of your audience by sharing the struggles and difficulties that your companies have faced and surpassed. This does not mean that your company has to go through major trials but with a creative storytelling method, present the journey of your company in a way that will get your audience hooked.
Connect the story with your product.
Make your brand awareness efforts yield conversions for your business by relating your story to the products you are offering. You can narrate how your products are helping you fulfill the purpose and goals of your company. It is also great to explain the benefits of availing your products in a story. For example, you can share that your apparel is made from recycled items or that availing your product will support a charity in need. This strategy will help your target audience remember and consider your brand when making purchase decisions.
Involve your audience.
Your brand story is meant to bridge a connection between your company and your clients. Thus, it is necessary that you know your audience well even before crafting your story. By taking note of your client’s interests and concerns, you have a great chance of creating a relatable and likable story. Another approach you can try is by involving the audience themselves. One example is inviting your clients to share their experience with your products and make a great story out of it.
Everyone has a story but then not all can claim to be an excellent storyteller. This is why it is a wise move to seek assistance from a team that can take your branding strategy to the next level. Our digital marketing agency, Birch River Design Group can expertly create a compelling brand story for your business. Arrange a no-obligation meeting with our team based in Scottsdale, Arizona. Reach out to us today!