How to Market Your Business Using Brand Storytelling
To be successful, businesses cannot be faceless entities anymore. They have to reach out and connect to audiences, engage with them and become more relatable than ever before. Brand storytelling is something which EVERY business should be doing to connect with customers. It links what your brand stands for with the values that your customers share.
Use narrative to share your brand’s history, challenges and value propositions because after all, no other brand can copy YOUR unique story.
All brands have a story to tell. If you’re unsure of your brands story, ask these questions to yourself and your team…
Why does your brand exist?
How did you start and who for?
Who are your employees?
What’s your mission?
How does your brand differ from your competitors?
Where have you failed and how have you improved from this?
What do you want your brand to be remembered for?
Your story should be told through multiple mediums using interesting and engaging content. Blog posts, about pages, videos, infographics, animations, presentations and front facing customer platforms are several ways you can present your story.
Here are three areas you should focus on to illustrate your story.
Talk about the power behind your brand = the people.
What is your company’s culture like?
How do your employees reflect your brand values in what they do?
Remember, brand stories are cross-functional commitments which should guide your entire organisation. Your sales team, engineers, managers, executives and entry-level professionals will all play a role in articulating your brand’s messaging.
You’re not a faceless corporation. A real person (or people) started your brand. Real people work to make your business run every day.
Putting faces to your brand is one of the best ways to develop a connection with your audience. With this in mind, think about peeling back the curtain to show the behind the scenes parts of what compromises your brand.
Turn your brand into an experience which your audience can consume. Reflect on why your brand was established, why do you hold these brand values?
For example, starting your brand story with a challenge or problem is very effective because this more than likely will relate to why you customers are consuming your brand. Furthermore, if you can show how your brand has developed solutions to help the issues effecting people, your story will also provide your audience with a feel-good emotion towards your brand.
The more authentic your brand’s story, the more your audience will trust and like your brand. This will also make your brand more recognisable as brand heritage is 22x more memorable than facts.
Whether you are a small business, start-up or multi-national company, every brand should be using their story in their marketing activities. Remember: Make sure that your brand story is simple but consistent to ensure continuity across all of your marketing collateral in the long-term.