4 Brand Storytelling Quick Wins
Brand storytelling is what separates your company from just being a commodity, an entity that exists with no frame of reference for consumers to understand you through.
It’s the story of your business — both about its past and also, where it’s going. Telling stories about your company through different forms of media can instantly connect you with your desired audience. Brand storytelling isn’t a blog post or a catchy jingle. It’s the collective communication you use to engage customers with and the resulting view they have of your brand.
By connecting with your audience on a more personal level, you accomplish a few things.
Chief among them, you show the world you’re human. We’ve left the world of big, robotic advertising behind. Your business cannot succeed in today’s consumer-driven world unless you use your story to establish a human-level relationship.
Second, you appeal to the right people while giving them reasons to be loyal to, and promote, your brand. That leads to more customers and happier customers.
So, while you’re looking to enhance your brand storytelling prowess, here are a few quick wins to get your company on the right track.
One of the most important elements of your brand messaging is that you have a preconceived and clear brand identity and persona.
When you begin structuring this persona for your brand, start with this goal in mind: be relatable.
Know your ideal audience inside and out. Then curtail your content and messaging toward something they can relate to.
Appeal to their emotions. Make your message poignant, inspirational or entertaining. Give it a context that might be common but also uniquely viewed and felt by the individual.
If people feel like you’ve put yourself in their shoes, they will instantly find you trustworthier and associate you with a brand that gets them.
Keeping an open and honest culture that allows your company to be seen as genuine by the public might just be the most important aspect of successfully telling your brand’s story.
People want to get a glimpse of who your brand is. They want to know: how does this company help me? How does this company help others? What does this company do that I can’t see?
Give your audience something that you really do well that makes them feel how much you care. Don’t try to “trick” your audience with intentionally playing up your brand as a philanthropic visionary, especially if that isn’t the case.
What people want to see in your company’s story is what you’re doing to help them and the things they care about. This falls under the classic “show, don’t tell” category. Good brand storytelling shows employees and brand ambassadors in action.
Show your company retreats, your teams building a house for the needy (if you have such video) or show them just out having a great time together. It doesn’t have to be charity work. But people want to see the real you. They want to know what’s behind the curtain. The more behind-the-scenes details you give up, the more your audience will trust you.
By earning this trust, you’ll be viewed as a brand that people want to invest themselves in, emotionally and financially.
Always Seek To Solve a Problem
The way to get customers to do what you want is to provide them with information they’re looking for. When the audience accesses a source of brand storytelling, they are looking to learn about the brand itself and how that particular company can help solve a problem they have.
They don’t want to be sold to at that point. Trying to do so will quickly turn the audience off and they will associate you with being on the level of a snake-oil salesman. Instead, understand your customer’s pain points and show them why you can provide solutions to their problems.
The principle here is this: use your brand storytelling opportunities to show that you are the right company to solve a problem that your ideal audience might have.
Let Your Customers Talk for You
The quickest way to gain someone’s trust is to let other people do it for you. One of the best ways to do that is to use real testimonials from your customers to your advantage.
You’re trying to tell your brands story. This includes success stories. Who better to tell those stories than the ones you’ve helped?
By publishing these testimonials front and center on your website, at the end of emails, and other places your audience can consume content, you will be able to show your potential new audiences proof of your experience and previous success.
But be tactful when gathering these testimonials. Instead of simply asking customers to say how great your company is, use the previous quick-win-principle in your testimonials. Ask your customers to tell you what kind of problem you solved, how it was solved and how valuable your brand’s role was in achieving that result.
By incorporating these 4 brand storytelling quick wins, you’ll instantly be on a better path to showing people who you really are.
Through building up positive, relatable and genuine rapport with your targeted audience, you can make your brand storytelling a valuable piece to your digital marketing efforts.