Storytelling is a buzz word that continues to create excitement for businesses but what does it really mean? Even more importantly, why does it matter to your business? Even as the internet continues to forge global connections, there is an ever-greater reliance on digitalization and automation. This puts the human experience and interaction at a premium which is where storytelling comes in.
Brand storytelling uses narrative elements, character, context, conflict, and resolution, to frame your value proposition and purpose. It translates features into outcomes your buyers can picture, which makes messages easier to process and remember. It also creates a throughline you can carry across your website, SEO content, and paid search.
1. Be Distinguishable
Competition is stiff across numerous industries, and it’s only going to increase. With the limit attention spans of consumers today and their lack of time, it’s vital for your brand to be both accessible and visible. Stats, testimonials and facts about your business are important but making them more digestible with a story means that they’ll resonate more with your audience.
2. Build Connections
Instead of focusing solely on what your customers need from you as far as a service and/or a product, dig deeper and figure out how your company provides solutions to their pain points. For example, use storytelling to highlight the ways your business is addressing environmental and sustainability issues while still providing high-quality building products and excellent customer service. Back claims with specifics, citing recycled content percentages and third-party marks like FSC, ENERGY STAR for windows and doors, or Cradle to Cradle Certified.
3. Boost Engagement
Building connections means sparking a conversation and there’s no better way to do that than to tell a story. Chances are that your audience is going to relate to some aspect of your story. In the best-case scenario, this will even prompt them to share their own stories and experiences. Not only does this provide engagement opportunities for your brand itself, but it also encourages your audience to connect with each other.
Use storytelling to elevate your brand above others in the crowd. By addressing pain points in an engaging and meaningful way, you can build something that is beneficial to your brand and your customers.
