Stories were and still are our way of communication since the beginning. They have the strength to catch our attention and learn some valuable lessons that sometimes are hidden within. So, it’s no surprise, that powerful storytelling is a shared technique among great speakers, leaders, and entrepreneurs. They create great brands. Why? Because great brands communicate their story and find ways to transmit it masterfully and authentically.
So, what’s in a story? How does the story build authenticity? And most importantly, how does such a story create that trusting feeling that customers seek for?
Here are five main keys that brand storytellers adopt to intrigue, engage, and connect on an emotional level with their consumers. If used properly, they can help you build brand stories for your own content marketing and integrated marketing efforts.
1. Speak with honesty.
Honesty and transparency are important in brand storytelling. Honesty is essential, results in building consumer trust. Many consumers consider the importance for a business to be transparent, which leads to customer-loyalty.
2. Customize your story.
It’s essential to maintain a consistent narrative and to customize the story to each platform or channel you are using to deliver it. By collecting user data from list segments, surveys, or studies you can create a more effective brand story targeting audiences based on their interests or buying habits.
3. Create personas your audience will connect with.
Boring stories won’t attract and engage readers, but stories filled with personality can. Designing a brand persona representing each segment will help you shape out the characteristics you need, to reach your target audience.
4. Structure is key.
Most brand stories follow the simple technique of communicating the problem and providing the solution. It’s one of the most used methods to build testimonials, case studies and customer success stories. Good marketers know they have to include a call to action in every story.
5. Don’t give it all away.
Always keep your audience wanting more, and they’ll come back again and again. When people leave an experience wanting more, they remember that experience more powerfully and positively, they talk about it more often with others, and they anticipate the next episode or edition more as well.
Why Storytelling is vital to your marketing.
- You become more relatable.
- You attract people who share your core values.
- You develop a deeper connection with the audience.
- You build trust with your customers.
The great thing about a story is that it continues to live on. Real stories will always have the power to connect with people. Keep your story alive by keeping your customers impressed and giving them the best experience possible. A simple but strong message that vibrates with your audience will have much more impact and you can always include further features to your story as your company grows and expands.
References: https://neilpatel.com/blog/create-authentic-brand-story/
https://womanrises.com/how-to/how-to-reinforce-your-brands-value-proposition/
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