Did you know that if people love a brand story, 55% are more likely to buy the product and 44%will share the story?
Brand storytelling has become an imperative marketing tool to engage and connect with the audience/customer. This powerful medium allows you to express and narrate not only the story behind your brand but also define your persona.
Here are five simple yet effective tips that can help you to optimize the success of storytelling for your brand and establish an emotional connection with your audience:
Being truthful is key
When it comes to storytelling, it is important that you stay true to your brand and consistent with your messaging. Being honest and transparent with your audience will not only help you to build a strong connection but will also enable you to gain their trust.
However, this does not mean you cannot be creative. You can experiment with the ways you narrate the story while being consistent with your core messaging and brand values.
Always remember why you are telling your story
When telling your story, you should have a clear objective in your mind. You should start developing your story by answering the ‘Why’ question. Once you have a clear objective, you will be able to create an impactful brand story with clear and consistent messaging that can lead to your desired outcome.
Know your audience
Just as you define the objective of storytelling, you should also know ‘Who’ you are narrating the story for. Once you define your audience, the creation process will be a lot earlier and smoother. Generic stories are not likely to strike a chord with your audience. Therefore, the more precise and focused your content is, the greater are the chances for it to leave your audience with a ‘WOW’ factor.
Create likeable and relatable characters
Characters are one of the most important components of storytelling, therefore, while defining the characters, make sure that they are amiable and easily relatable with your target audience.
Also, it is not mandatory that the characters of your brand story are fictional, wherever possible try to include real personalities highlighting their pain points, requirements, needs etc. The more rooted to reality they are, the easier it is for your audience to associate with them.
Data sells well
Using data/figures in your story can help to elevate the impact. Stories that are supported by data sound more credible as the audience will have stats to support your claims and believe in your brand. Therefore, wherever possible, try to incorporate data in an extremely creative way. However, don’t use too much of it as it may make your story boring and uninspiring.
Every brand has a story to tell, however, the way it is narrated makes all the difference. According to research, If people connect to that story, 15% of them will immediately buy the product. Brand storytelling is a technique, which if done correctly, can help to establish a strong connection with the customers, thereby contributing to the success of the brand. So, what is your brand story?
Perfecting your brand story can be a challenge, but our team of professionals can help with that. Contact us to perfect your brand story and control the message of your brand in the media.
By Anuneet Makan, Digital PR/Communications Associate at Magnolia Communications – a full-service B2B demand generation marketing agency headquartered in Vancouver, BC. We focus on engaging, nurturing, and converting leads with PR programs, paid social ads, email marketing, and marketing technology implementation.