Think of a story you love – a documentary, a podcast episode, a novel. What made that story stay with you? It likely affected you and made you feel something.
What is Brand Storytelling?
Brand storytelling uses narrative to shape and convey the essence of your brand to customers. It’s a mix of facts (who, what, when) and emotions (the why) that tells people what you offer and why they should care. A good story also conveys the brand’s values.
Why Should You Use Storytelling in Marketing?
Consider the holiday season. A favorite Christmas movie or a family story passed down through generations often creates the magical narrative that surrounds the entire experience. It’s not just the scrambled eggs and rum that evoke feelings of warmth and comfort, but the power of storytelling. Neuroscientists agree.
Elements and Formats of Brand Storytelling
The principles of engaging storytelling remain consistent across different media. It’s the quality of what’s being expressed, rather than the format, that determines whether the story resonates with people. Understanding the essential elements of a good story is helpful as a checklist.
When and Where to Use Storytelling
The most obvious place to tell your brand story is on the “About Us” page. It’s a dedicated space on your website designed specifically for this purpose. You can use a mix of written storytelling, video, and images, all on a completely blank canvas.
Brand Storytelling as Your Brand Grows
As your brand expands, you may begin to delegate some storytelling to partners or employees. How can you ensure that you maintain your voice and story while still aligning with your original vision?
How to Tell Your Brand Story
First and foremost, this is your story. It may be a mistake to delegate the task of writing your brand story entirely. “We cannot delegate our voice,” says activist and entrepreneur Lian Mai-Li Hilgart. “It’s our heart, it’s our soul, it’s our story.” Of course, professionals can help you polish your story, but you must be significantly involved in this process.
Examples of Brand Storytelling
There are many places to tell your story throughout the customer journey. Here are some real examples for inspiration:
- Social media explanations and posts (Examples: BLK MKT Vintage, Henning)
- “About Us” page on the site (Example: Tipu’s Chai)
- Homepage of the site (Examples: Pearl Morissette, Mission Mercantile)
- Product page (Example: Boy Smells)
- Product packaging (Example: Oatly)
- Email communications (Email examples)
- Blog or post (Examples: Wealthsimple, The Klog by Soko Glam)
- Podcast (Example: April Coffee)
- Video (Example: Nike)
- Shipping materials or package inserts
- Internal brand guidelines
- Hiring and training staff (Job descriptions, Internal learning resources)
- Interviews and press materials
The Power of Brand Stories
Stories sell. Science backs it up, and the biggest brands in the world prove it. If your marketing strategy doesn’t include brand storytelling, it’s time to pick up the pen. Combine your original story with your customer’s story to create a compelling narrative that builds emotional connections and increases sales.
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