While we live in a world where the power of the internet allows us to order our groceries from the sofa and work with clients without leaving the house or picking up the phone, it also means human contact is slowly being diminished. This means that businesses need to avoid turning into faceless entities and make efforts to drive engagement by connecting with audiences.
A great way of doing so is through brand storytelling, which we are going to explore in today’s post, including what brand storytelling is and why you need to tell your brand’s story, with some helpful hints and tips you can pick up along the way.
What exactly is brand storytelling?
Brand storytelling is the practice of sharing the story behind your business including how your brand came to exist and how it drives your values and ethos. Ultimately, it’s a way to share your passion and make your brand more human to connect with customers.
There are a few different approaches which can be taken when it comes to telling your brand’s story:
The story behind the business:
Probably the most common approach to brand storytelling, this method allows brands to outline their motives, values and commitments in a way that the reader can relate to.
Ella’s Kitchen is a good example of this approach, where the founder (a father who wanted to provide his baby with nutritional food) uses the story to connect with parents who share the same values.
Regular updates tell an on-going story about a business and help to build a connection that people can relate to. They should be personal, genuine and fun!
The personal quest:
Well-known entrepreneurs are often eager to share their experiences, a classic example is Apple founders Steve Jobs and Steve Wozniak who began developing computer devices after dropping out of college.
Why tell your brand’s story?
Create a lasting impression
When brands tell their story, it helps to make them more memorable by giving them an identity and a further level of complexity.
Forbes Magazine argues that customers now have to experience everything, including brands, and that by telling stories businesses can become ten times more memorable just by involving the audience. Try to pick out key moments in your brand’s story that will spark emotions in your customers so they’ll remember your story long after they’ve left your website.
Connect with audiences
A brand story that clearly conveys its motives and on-going commitments has the ability to resonate with an audience. Powerful stories that reassure customers the brand holds the same aims and beliefs as them will motivate them to buy from the business.
When you begin to write your brand story, make sure you include your ethos and aims so your customers can recognise a similarity between your brand and them.
Make the brand more personal
Because a story has the ability to connect with audiences, it encourages customers to connect on a more personal level. If customers share the same beliefs behind a story, they’re much more likely to connect with that brand and develop a sense of loyalty as they support the cause. So, don’t be afraid to make your brand’s story personal to put a face behind your business name.
No two stories will ever be the same as they are born from personal accounts and influences, so telling the story behind your brand will help you differentiate from your competitors. Allow your personal experiences to shape your business to offer that more personal, ‘human’ touch.
Encourage audiences to take an interest
A good story will hook audiences so you could take the approach of sending company updates. Even a simple weekly round-up of what has inspired your staff or the challenges they faced that week could go a long way in clinching your audience’s interest.
Remember to make sure that your updates are consistent and are sent at similar times each week, as once people are drawn into the narrative they’ll want to see more.
Customers are paying more attention to where and who they buy from, and brand storytelling presents a great opportunity to connect with audiences and influence their purchasing decisions.
Whichever approach you take for your business, remember that stories are a chance to define yourself and your brand. It’s not just about painting a picture but about encouraging your audience to support your motives and values. So, what are you waiting for? Make a blog, tell your story and show the world who you are!