Whilst teaching our clients how to build a brand, we are often reminded about the importance of storytelling. It has been such a crucial part of our human evolution that we have come to learn better with it than without it.
Since all of us where tiny tots, we have learned through the structure of story. It makes cold, hard facts more palatable…more memorable. It entertains and surreptitiously teaches. It gives all of us a medium with which to share the values we hold dear.
For these reasons, every brand needs a story…and needs to tell it. Not only will your brand’s story build brand awareness, fond memories, and trust, it will demonstrate your passion for your business and demonstrate the values on which you’ve built your brand.
Storytelling and How to Build a Brand with it
Learning how to build a brand with story really happens when you start to find a good balance between branding advice and your own branded creativity. Here are a few ways we suggest integrating storytelling into your branding:
- Share your brand’s story with shareholders, affiliates, employees, and consumers, so they may feel compelled to share it and to re-enact the values it demonstrates. We don’t recommend telling your story in marketing venues, but rather, strategically choosing times/places where/when you’ll have their greatest attention. A few examples of storytelling venues are radio spots, television interviews, magazine articles, and packaging.
- Your story must engage emotions. The beauty here is that if the story of your brand authentically demonstrates your brand’s values, the emotions the story stirs will be the same emotions you strive to stir in your target audience. Be genuine and this will come together.
- Break your brand’s story into pieces, according to the needs and preferences of each segment of your target audience. These abridged stories can be used where time and attention is limited, but where emotion and story will build your brand. Furthermore, abridged stories spark curiosity and will move people to ask for more.
- What is the primary and secondary messages that you want to convey to your target audience? Identify places of introduction and tell the part of your story that demonstrates your primary message there. After introductions have been made and your ideal clients are somewhat familiar with your brand, tell the rest of the story…or the part that conveys your secondary message.
There will be people who haven’t heard your story, but who still connect with your brand. That’s because you’ve woven your story into the tapestry of your brand, and the values that have played out through the plot of your story are evident in all your communications. Work out a way to tell these people your story, too – in order to strengthen the bond they have begun to create with your brand.
Learning how to build a brand with storytelling is an art – much like storytelling itself. For help with telling your story or with learning how to build a brand with your story, message How to Build a Brand at https://www.facebook.com/BrandExpertTips or join the conversation on Twitter.