We are creatures of story, and the process of changing one mind or the whole world must begin with “once upon a time”.
The last time, we had quite a bit to say about using storytelling to build your brand. Yet, we still have a lot more to discuss on this fun topic. Today, it’s all about the basics every storyteller should know to craft the perfect brand story. Let’s get on it!
Every brand has a unique story. To ace brand storytelling, the story must be authentic and true. These stories must be personal; either sharing how the business was born, why it was born, or the values they hold. Authenticity applies to both fiction and non-fiction stories. Even made-up stories must stay true to the brand. Storytelling gives brands the possibility of influencing the perception of their audience. Nonetheless, these stories must be crafted to communicate the truth about the brand’s history, values and principles.
Mix It Up
There are plenty possibilities when it comes to delivering brand stories. Any medium can be used to tell a story: blog, film, images, audio, etc. Every one of these media has a different effect on the audience, and so it is important to know which will fit your company and objectives. The most advantageous approach to storytelling is employing all these media to reach your audience. Short videos on social media, detailed blog posts, captivating images will all reach different audience groups and have different effects. This will help you (most especially beginners) know which works best for your brand and your target audience, so you can focus most of your effort on them to get the best possible results.
Build Your Audience's Curiosity
Great storytelling always leaves the audience wanting more. This tactic should be employed by your brand to generate curiosity in its audience. This is not click-bait – no! Rather, craft your story so cleverly that you introduce your brand and values to your audience, and at the same time leave them wanting to know more about your brand. Engaging stories will keep your audience wanting more, and linking every new story with where the narrative ended in the last one will have them stuck to your content. Cadbury caused quite a stir with their Gorilla’s advert in 2007. The audience remembers it to date not because of the strong points it raised about the brand, but because it made people want to know more about them.
Never Sell Anything
Storytelling should never be about promoting sales. Adding an ulterior motive to storytelling is counterproductive. It is no longer a place of unadulterated connection with your audience, but a blatant attempt to force a product down their throat. Storytelling should be done for its own sake. Give your audience a story they can relate to, and the experience/emotion will drive them to a loyalty to your brand no publicity campaign could ever achieve.
One of the greatest brand storytellers of all time is Coca Cola. They have captured and retained a massive audience/customer base with stories everyone can relate to. Kate Santore (Senior Integrated Marketing Content Manager with the Coca Cola Company) shares with Brand Storytelling how they manage to keep the fire burning.