Brand Storytelling – In the age of Artificial Intelligence, people still prefer to approach a brand that provides them with a human experience. One very effective strategy for giving the user the same is through brand storytelling. Brand storytelling is a narrative of their journey as a brand crafted to convey their values, vision, and core.
Why tell your story anyway?
Why would a brand want to waste their time conveying a story of their journey while they can use it on their actual work? It is because the role of a brand is to connect with its audience. Brand storytelling has become an optimum way to build that connection. Every brand strategy agency suggests that one of the best techniques to humanise the user experience is to lay out their brand story. Not only does it engross your audience, but it also brings a touch of authenticity and a sense of trust. It is psychologically recognised that the human brain inflicts emotion and holds more attention to a story. Hence there is a guaranteed increase in your audience engagement if you have your brand story right.
How to get your brand story right?
Narrating your brand story is one thing but curating it compellingly is another. While brand storytelling is a great strategy to increase your user interaction, it is necessary to do it the right way. So to bridge the gap, here are some steps you should keep in mind to get your brand story right:-
1) Have a deep understanding of your own story
When you have a comprehensive understanding and knowledge of your story, you will be capable of delivering it more effectively. Hence, highlighting your core is crucial. Have a solid idea of the vision, mission, and scope of your brand. Decide how you want to come across in the market and make sure your story exhibits the same. Evoking emotions in your audience plays a significant part when it comes to brand storytelling, which can be achieved if you know your own story well.
2) Delivery of your story
You must have faced challenges when starting the brand that you overcame. Now, that is something that should be kept in mind while narrating your story because it is what humanises your story and makes it unique. Every powerful story has three main components:
- Objective: The objective should cover what aim and goal you had when you started as a brand.
- Roadblock: This should cover one of the greatest obstacles you faced as a brand. Showcasing the obstacle you faced will give a sense of trust to your audience that you have undergone challenges and have the experience and ability to handle the same.
- Breakthrough: How you handled and solved your greatest obstacle is a great way to exhibit your brand’s problem-solving skills developing a faith that your brand is capable of solving your audience’s problems too.
3) Keep your audience in mind
Your brand delivers your product to your audience. Hence make sure the tone and format of your story is something that will resonate the best with them. The goal of brand storytelling is to invoke a sense of trust and engagement from their end. They should be able to very clearly understand who you are, what you do and what future and scope you have. The story should create a better user interaction to increase brand growth.
4) Add your branding
Since it is your brand, the story should truly reflect the personality and voice of your brand. Personalising your brand can be achieved by revamping your version. Articulate what your brand poses and sounds like in the market, and make sure to involve that in your marketing collaterals. A great way of doing the same is through displaying visuals that evince what your brand is about.
5) Correct tools for sharing your story
Once you have curated a well-formatted and perfect brand story that truly shows who you are, an important aspect is the way you share it. At the end of the day, it should reach your target audience. The brand story is supposed to be spread exponentially till it gets to a significant proportion of individuals. To attain this, the right marketing tools should be used.
Here are some central tips to keep in mind while sharing your story;
- Use an optimum format for sharing your story. It could be in the form of emails, blogs, visuals, videos, etc.
- While sharing your story on your website, make sure it is optimised for SEO
- Make use of the social media platforms to share your story
A brand story adds a sense of completion to your brand. From generating better leads to creating recognition, it adds value to who you are. Correct strategies can provide growth to both your brand and your audience. Since a complete guide for the same is handy to you now, you can grasp the opportunity to grow in no time.
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