Brand storytelling has been increasingly popular as the internet makes it easier to share content with customers and followers. However, not all companies understand that quantity isn’t better than quality, and they don’t always share the same brand story on various different channels. When you want your brand story to impact your audience, it has to fulfill these five ingredients.
1. Have Meaning
Brand storytelling is a mix of information and entertainment. Your story must have meaning to stand out in listeners’ minds. Since your brand’s story is competing with hundreds or thousands of stories, it must serve a purpose for listeners. You can ask yourself the following questions to qualify a brand story idea:
- Why do I want to tell this story? (purpose)
- What is unique about my angle of telling it?
- Does the story offer value to listeners, and if so, what value?
- What takeaway will my audience get from this story?
- Does this story interest my target persona?
2. Make It Personal
The most effective brand stories are personal in that they affect listeners personally. You need to show them that your brand can improve their life, and discuss how your persona fits in. It doesn’t matter what type of story it is, funny, motivational or educational, just that it impacts the listener.
3. Make It Emotional
Making it emotional is one of the ways your story touches listeners. The emotional hook, the part of the story that grabs people’s attention, should be clear to everyone. Whether you are showing people how your brand can make their lives better, achieve a goal or help them make a difficult decision, there should be genuine emotion expressed when you tell it. Delivering a brand story that tugs at other people’s heartstrings will make it memorable.
4. Keep It Simple
The other element that your brand story should have is simplicity. This isn’t rocket science, it’s storytelling. And when good storytellers make a point, they want the point to be obvious to everyone. Therefore, when you create your story, include details that your specific audience is familiar with. And tell it in a way that makes sense to them. Picture in your mind the person you are telling the story to when you create it. If that persona will respond, then you’re good to go.
5. Make It Real
One of the phrases being batted about these days is “fake news.” People connect with a story that is authentic. They want to engage with someone or something that is “real.” To find the right story to connect with your audience, it has to resonate with them and their life experiences. Embed your story with personality, consistency, transparency and honesty. You want them to believe.