Think back to your favorite story from childhood. What did you love about it? Stories are captivating for a reason—we’re drawn to the lessons we learn, the exciting journeys we embark upon, the knowledge we gain, and the opportunity to unleash our imaginations.
Stories celebrate culture and the way we live. As humans, we use language to communicate, express emotions, perceive the world around us, and pass along knowledge. So why is it so hard to envision using this technique in a business context? Storytelling is actually an extremely powerful way to give your products and services an identity while allowing your customers to form a personal connection with your brand.
Here’s what storytelling is NOT:
- It’s not inventing a story. Your brand’s story is comprised of the reasons why your business exists, why you do what you do.
- It’s not something you do just one time. Good storytelling is done consistently and it adapts to human needs.
- It’s not limited to only one medium. Whether you’re crafting a blog post or creating a video strategy, each platform you use elicits a different reaction from your audience. For this reason, stories must be tailored to fit the chosen medium.
When crafting your brand story, illustrating your brand’s voice and values is a great starting point. Your audience needs to immediately understand what your brand stands for and why it matters to their lives. And, of course, your story needs to ask your audience to take some kind of action—the sell has to be creative, yet subtle, and it’s often indirect.
Finally, in order to be a good storyteller, you must listen to your audience so you can genuinely understand their concerns, beliefs, and attitudes. Listening will also help you gauge your audience’s reactions as your story unfolds, so you can adapt accordingly.
The basic rules of storytelling haven’t changed that much since your childhood, the scale and integrated approach have.
Are you ready to tell your brand story? Email us today at firstname.lastname@example.org and let us work with you on a solution that fits your message and medium.