Brand storytelling isn’t new, but with the increased importance of social media and content marketing, the opportunity to tell a story as part of direct and indirect brand-marketing initiatives is now a strategic priority.
Marketers have been telling brand stories for years through traditional advertising and in-person brand engagement, but successfully turning those stories into online content can be a challenge. Why? Because the best brand storytellers understand the critical elements of fiction writing, something few marketers were trained in.
Stories give brands perspective and personality. Today, websites, e-newsletters, blogs, brochures, magazines, and social media channels like Facebook and Twitter are the perfect place to use stories to create a conversation between your brand and its customers. These vehicles give brands a voice and become a platform where conversations happen and relationships are nourished.
To create a unique customer experience, you need emotionally charged content that describes brand positioning while communicating a product’s differentiating factors.
Here are several important steps brands must take as they implement brand storytelling.
- Identify your target audience
- Create a persona (or several)
- Understand what makes your product different from the competition
- Create messaging to easily relay those points to your audience
- Choose the most effective communication channels (website, social media, etc.)
- Be consistent and keep the story going by developing a comprehensive content marketing plan
Brands that want to remain relevant should tell their story daily. Stories help people decide whether or not they like you, trust you, feel you understand their needs, and want to do business with you. Stories reach people on a deeper level than other communication forms, providing an ideal way to expand your relationship with them.