Is Brandstorytelling future of marketing?
Today's tech-savvy consumers are moving away from a one-size-fits-all approach to content. If you want to attract and grow your customer base, you need to connect with your audience on a personal level (using quality content) and use storytelling to do this well. With so many channels and platforms to share your brand story, values, and company culture, the possibilities for creating a valuable and meaningful story with your audience are endless.
Here we look at the best digital channels and examples of ideas and inspiration for telling brand stories.
‘The most powerful person in the world is the storyteller. The storyteller sets the vision, values and agenda of an entire generation that is to come.’ – Steve Jobs, co-founder of Apple.
Every creative digital marketer appreciates the virtues of brand storytelling. To get you started, here are three techniques to help you in your storytelling efforts: 3 Cs. Create, Craft, Conjure.
Create a storytelling strategy
As with content strategy, think about the message you want to convey before creating a story. Ask yourself why you are creating this message and choose the most effective delivery platforms. If you have a micro-strategy like a surprise piece or short fiction, you need to have a beginning, a middle, and an end. Then humanize the protagonist of your content, whether it's a person or a product. The most powerful stories use emotion to connect with people on a personal level; so, remember who you're talking to and always add a human element to your brand story.
Craft timeless content
When trying to reach your target audience and impress them with a meaningful brand story, it's important to create content that will stay strong and relevant for years to come—in other words, content that will always stay current. To do this, make sure the content is not specific to an event or time, and publish a report that is not based on specific dates or minor current events. (The right content will make you successful, but in less time).
Conjure data-based messaging
Data is your friend when it comes to creating relevant content. You should analyze your data to see which topics, messages or images resonate with your target audience; this will help shape future content. Let's say you've created a series of how-to videos for various products that drive traffic to your website and generate leads. Use this information to find out what other content you can create to not only attract attention but also educate people about your brand and products/services. Fenty Beauty is gaining attention on YouTube with how-to videos that show people how to use its products to create a new look or solve a common problem.
It seems that the most successful storytelling starts with a conversation and builds trust and loyalty. Ultimately, it's about building a relationship with an individual or community that will make them think of your brand when looking for a solution that interests you.
It seems that the most successful storytelling starts with a conversation and builds trust and loyalty. Ultimately, it's about building a relationship with an individual or community that will make them think of your brand when looking for a solution that interests you.
