Nowadays, thanks to platforms like TikTok and Youtube, we get involved with influencers and brands who share their stories and lifestyle in just a couple of seconds, but, do you know why we are so engaged with them? Because of the power of brand storytelling.
Brand storytelling uses a narrative to connect with customers based on the values you share with them - and yes, by "narrative," we mean stories. It goes far deeper than giving your customers reasons to buy your products or services; it makes them familiar with why the brand exists, and more importantly, with it matters in their life.
Every story includes a setting, characters, actions, climax, and dénouement. By following these points, we can captivate our audience and allow them to follow along.
Here are some tips to identify your brand's storytelling elements:
The main character is your customer. Even if you have a great story to tell, remember that customers seek personal value and not tattle.
The essence of your brand is not what you sell but what you stand for. What makes you different from the competition? Why does your brand exist?
Highlight your values. Don't randomly say your values are words like "integrity" and "responsibility" because they sound nice. A brand's values are the behaviors you and your employees cultivate daily. For example, if you have meetings once a week because it is essential to your business the feedback from your employees, then communication is one of your values.
Now that you know how to identify your brand's storytelling elements, where do you begin?
Start with the brand itself. Focus on explaining how the circumstances in your life made you start your business, why your product or service is what it is, and how it solves something for the customer. Remember, a great story must be genuine; reflect on your past and share those personal experiences with your audience.
What makes us. If you are a single person managing a business, you can skip this, but if you have a partner, team, or employee, talk about how you all share specific values and why each member is important for the customer.
Invite your audience to join your brand's community. Your story must be solid enough for you just to make a question or call to action, inviting them to join, follow, like, or connect. If the audience is engaged with your story, they will join your brand's purpose and adopt it as theirs.
At the end of the day, a big part of your content marketing effort must be storytelling, not exclusively how you tell your story but how those who engage with your brand, products, and services tell it — a great story goes mouth to mouth.
Are you interested in engaging storytelling that helps you convert new customers? Contact us here, and let's talk about how we can help.