The Power Of Brand Storytelling

Brand storytelling is the art of communicating your brand’s essence through the use of honest and consistent storytelling. It’s about communicating your brand’s purpose, vision and values through content, in such a way that it connects on an emotional level with your audience.

Why Brand Storytelling Is Important

Brand storytelling is important because we use emotion rather than a reason to guide our purchasing decisions and brand loyalties, and telling your brand story helps your audience relate to your brand and build up a clear picture of who your brand is and what you’re all about.

Think about your brand story in the same way as you would think about your favourite book or film. It has the same elements and it’s a story that serves a similar purpose. It has characters (you, your customers), a conflict (personal or customer pain point), rising action (your journey to solve that problem), and a climax (the launch!). Most importantly, it leaves the reader or viewer with a feeling.

You should aim to tell your brand story in such a way that it

• capture your prospective customers’ attention,
• spark their curiosity
• elicit an emotional response
• encourages them to take action and engage with your product or service.

Here are 3 ways you can create compelling storytelling content:

1. Communicate your “Why” – that “why” could be a pain point—a gap in the market that you aim to fill—or fulfilment of a passion. “Why” usually helps you to
2. Show the real person behind the brand – to increase trust and visibility, it’s a great idea to create stories that showcase the individual behind your brand. You can take a picture of you working at your desk with your morning coffee, or a snapshot of you creating your product.
3. Curate content from your followers – you can create a post from a comment or feedback on your social media post or reviews and testimonials sent to you by your loyal customers.

If you don’t give the market the story to talk about, they’ll define your brand’s story for you.

David Brier

You should note, however, when communicating your brand story you should:

• Be Authentic – show us as your true self. Just be you, because everyone else is taken.
• Be Helpful – give useful information that centres around what you do, how you do it and why you do it.
• Be Consistent – your audience should be able to find you when they are ready, so consistency is key.

The key takeaway here is to treat brand storytelling as the ultimate guide for your marketing strategy. If done well, it will win consumer affiliation and loyalty. Later on, it will increase your brand’s exposure, impact, and ultimately, profit.

What story are you telling your audience? Do you need help crafting your Brand Story? Reach out to us today!

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