Brand storytelling
Are you sitting comfortably?
Brand storytelling is the secret sauce which, when added to the mix, elevates your dish from ordinary to extraordinary. It is the art of creating meaningful connections. It’s weaving a narrative that resonates with your audience, and taps into their emotions and aspirations.
Every interaction, from the moment you serve-up on-line to the feeling people are left with after their encounter with your brand is an opportunity to immerse them in your story.
Storytelling is fundamental to being human
Storytelling is a fundamental part of being human – from cave paintings and oral traditions to exchanging encounters around the campfire – stories allow us to paint pictures with words and appeal to the senses through moving images. Stories are how we create emotional connection. Stories are how we learn, build trust and bond.
Proven by neuroscience Zak Paul’s research shows that storytelling triggers the release of oxytocin in our bodies, connecting us emotionally with the narrator, building trust and feelings of safety.
Brand narratives draw people in
Brand narratives can be curated from history, values and purpose. From the tale of what inspired a founder to start a business, to a story series woven around a golden thread such as sustainability, there are any number sources of a good yarn.
Communicating through storytelling enables a brand to tell the world who they are, what makes them tick. To engage, grow loyalty and foster a sense of belonging. Storytelling is not about selling, it’s about forging an emotional bond. And in a crowded market-place this can set brands apart.
Tips for good storytelling
Know who are you talking to?
Not only is it vital to know your audience, but what are their needs, wants and values. Understand this and you are on your way to being able to tell the right story in a way, using the right medium to both catch attention and trigger an emotional response.
Communicate your ‘WHY”
Product or service features are important, but never forget to prioritise the benefits - the added value that engaging with your brand will bring your client, guest or customer. How do you want your brand to make them feel.
Keep it simple
Have a beginning, middle, and end. And don’t deviate too far from the plot line as you’ll lose people on the way. Do however add a dash of humour, sprinkling of suspense or a side dish of drama.
Be human
People connect with people, not things. Regardless whether you are B2C or B2B, have in mind that you are always communicating with a decision maker that is a person.
Keep it real
Authenticity equals credibility. And credibility builds trust. Don’t fear honesty and always be consistent so as not to confuse.
Consider telling your brand story rather than selling your brand and experience the uplift in engagement.
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