Storytelling can turn a new brand into a reputable and recognizable entity, even if the market it’s targeting is quite crowded with established names already.
Of course, the key to a good narrative is creativity, as people can get bored if they’re told a similar story in the same way time after time.
With that in mind, here are some tips to take your brand storytelling to the next level, and connect with customers consistently as a result.
Consider hiring an expert on branding through stories
There are benefits to outsourcing certain aspects of your business operations, and brand-building is definitely an area where having expert help is advisable. So long as you take the time to choose an agency that meets your needs, you don’t have to handle everything in-house.
In fact, this approach can help you maximize your marketing budget’s impact, and also make up for any skills gaps that you’re faced with at the moment.
In terms of understanding what experts in branded storytelling can bring to the table, this StoryBrand certified guide does a great job of explaining the advantages. The gist is that clear communication, combined with customer outreach to get an idea of audience expectations, will allow even companies dealing with complex products and services to tell their story simply and effectively.
Don’t shy away from the element of conflict
All good stories have to involve conflict, or else they won’t hold the interest of the audience or have a satisfying conclusion.
It might seem counterintuitive to pursue this approach in a commercial setting, but you can hook new customers more consistently if you talk about some of the obstacles you’ve encountered and overcome, or the setbacks you’ve suffered and eventually conquered.
This isn’t just about being attention-grabbing, but also about making your brand seem more human and relatable, rather than some all-powerful, infallible entity.
Of course, the conflict doesn’t just have to be internal. For example, you might focus on the hurdles that an existing customer has been able to overcome thanks to your brand, putting the pain points that your products and services address front and center.
Use video to your advantage
Brand-building is a multimedia pursuit, but in terms of storytelling, there’s no getting away from the instant boost to engagement that comes from using video to get across your carefully crafted narrative.
If an audience can see your organization in action, and see the people behind the brand talking, smiling and collaborating, your story will be all the more potent.
Video content is also versatile, in the sense that it can be used on many platforms, from social media and streaming services to being embedded on your website or showcased on traditional TV ad breaks.
Understand what’s interesting about your brand
This is a tricky point, yet one that’s important if you’re eager to tell branded stories that don’t fall flat. You might be too close to your company to really recognize the aspects of its operations or its history that are most intriguing to your target audience.
As such, seeking feedback from existing customers, and looking for the aforementioned input of external experts, will give you that distance you need to decide which stories to tell in the first place.
The last thing to remember is that when it comes to telling the story of your brand, it’s ok to make missteps. Every imperfection that only becomes apparent afterwards is a lesson you can learn and an improvement you can implement in your future brand-building endeavors, so don’t let it go to waste.
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