The success of your business hinges on your marketing efforts. While there are many ways to get the word out, brand storytelling has long proven to be a successful strategy to boost your company’s profile. If done right, you can even inspire trust and loyalty among your customers.
Storytelling allows you to tell the world what your brand is about and how you got to where you are today, unlike traditional marketing strategies which are often designed to help people remember your brand. You can connect with your customers on a personal level, and allow them to identify with your history and vision.
Telling your story has never been more important today. Think of some of the biggest brands today. Chances are, most of them have a story. If your company doesn’t have one, you will struggle to stand out among a sea of brands. Compelling storytelling is a powerful tool that allows you to bridge the gap between your brand the consumer.
Working with a professional video production company will help you tell a good story. Here are some of the best strategies that will help you craft the best story for your brand.
1. Focus on your brand’s mission
You’re not going to hold someone’s attention for long if the story is something they’ve seen or heard before. When writing a story, highlight all the things that make your brand popular and unique. Start by talking about the origin of the brand, what inspires you to create products for your customers, and how you’ve made a difference in the lives of people.
A good story has a beginning, middle, and end. The brand story should have a coherent narrative the audience can follow. Always remember that the story should serve your marketing efforts, so don’t plan something too cerebral or confusing. The audience should be able to understand your brand’s goals and mission after reading or watching the material.
2. Highlight characters
It’s not a story if there are no characters driving it forward. And no, your brand doesn’t count as a character. Make sure to highlight people that are likable and relatable. For instance, you could focus on the founders of your brand or key executives. You can also feature the relationships between the brand and its loyal customers.
Featuring people in your story humanizes your brand. People don’t want to buy things from a soulless corporation. They would rather much engage with a business with real people and real problems. You can also lend credibility to your business by partnering with subject matter experts and notable personalities.
3. Explore opportunities to tell a story
Your brand story isn’t a one-time marketing campaign. You need to find ways to integrate your story with other outlets and assets. For instance, you could put your brand story front and center on your website and social media pages. Employees can also integrate the story into their pitches and presentations.
The storytelling marketing approach can be very versatile. If you are launching a new product and service, you can make the marketing more compelling by telling a story of the product’s conception and development. Building a narrative lends more weight to a product and makes it more authentic.
You can even advance the story by providing updates. Let’s say your brand is an active supporter of the community. Through articles, videos, and photos, you can show the world the difference your company is making. Anything that makes your company look good is an opportunity worth taking.
4. Keep it simple
A simple story can be more effective and powerful. No one wants to watch a documentary about a business. Since your brand story is going to be posted online and broadcast on television, you need to make sure that the story can grab the viewer’s attention right away.
Stories that are short but pack a powerful punch are more likely to go viral, which boosts your brand’s profile further. Tighten the story’s narrative and focus on one topic. If you cover too many things, you could end up losing the audience.
The bottom line
Brand-centered marketing is a powerful tool in the digital age. Consumers today are more discerning, but they’re also more willing to connect to brands that show humanity and authenticity. The right story can set your brand apart from your rivals and show that you mean business.