Business leaders, brand experts, companies, and agencies do not agree on one definition of brand storytelling. Here is how DesignBro defines the term:
The use of narrative techniques to communicate a brand’s mission and values beyond the conventional branding and marketing approaches is brand storytelling.
Brand storytelling enables a brand to connect with customers and potential buyers at an emotional level because it does not rely on overtly sales-driven methodology. A company uses brand storytelling to promote its beliefs by creating various kinds of content which involve audio, video, and print.
Depending on the audience, sector, and content format, a brand may devise its storytelling techniques. The idea behind brand storytelling is to generate the interest of the audience in the brand by aligning them to its purpose.
A brand may formulate its story on how the company evolved, the challenges it had to face, how the founder built the company despite adversities, and what led to the creation of a product or a service. A company may also create a compelling narrative centered on its customers or employees.
The primary elements of brand storytelling
Consumers today do not buy products or services passively. The only way brands can compel consumers to buy their products is by making them believe that they are an extension of their values. Creating marketing strategies based only on highlighting the benefits of products and services is a risk that marketers and business owners should avoid.
Brand storytelling can be an effective way for brands to connect with the audience. Brand owners and marketers can formulate a compelling brand narrative by including the three primary elements of brand storytelling: personal values, shared values, and call to action.
Personal values
The first element or the first step of creating an effective brand narrative is explaining the various events in your life that helped establish your personal values. Mentioning your personal values will make it easier for you to link them with the brand values later.
Shared values
In this step, you merge your values to that of your audience. Merging the values and personal stories enables you and the audience to find common ground, which in turn generates their interest in your brand.
Call to action
Upon successfully merging the personal and shared values, you should create a call-to-action for the audience who wish to work collectively in building your brand.
Brand storytelling must revolve around your customers
While it is tempting to talk about your values and struggles in great detail, you must make the story about your customers. Every story has a hero, and the protagonist of your story must be the customers. Customer-centric content makes the audience feel that they are part of the brand.
How to use brand storytelling in marketing
Apart from making the story revolve around your customer, you must be authentic and listen to what your customers have to say.
Authentic
Blending the mission and values of your brand with the purpose of your company in an authentic manner before presenting it to the audience in the form of a brand story is extremely crucial. Customers are intelligent, which is why you should refrain from falsehood during brand storytelling.
Customer’s point of view
Customers are the backbone of any brand. Asking for their suggestions from time to time will help you formulate your brand storytelling. What kind of content do they prefer? What makes them sad or happy? What do they expect from your brand? What can you provide that your competitors aren’t?
Related Articles:
- Compelling brand story – finding the right narrative for your brand
- Authenticity in branding: why it is important
