Doing Brand Storytelling the right way
• Marketing • Branding
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Businesses need to tell their stories to humanise their brand. The goal of storytelling is to inspire the audience to take your desired actions.
It's about telling a story that inspires the viewer to want to join the conversation, to become involved, and to share your story. These are some of the most common goals you're likely to achieve by using storytelling techniques.
When your brand communicates your messages to the consumer, it's called storytelling.
You'll find a variety of techniques for storytelling, from videos to infographics to case studies, but the most important thing you need is storytelling to engage with customers and prospects that can be effective.
Let's explore how.
How to Use Storytelling to Engage with Customers? Storytelling offers a unique way to give your brand a voice that creates excitement in the market.
Your audience is the best way to drive your company's growth, build loyal fans, create a lasting brand impression, increase brand awareness, convert new visitors, maximize profits, boost sales, etc.
What does it mean to use storytelling in your business? Let's take a look at some examples.
1. Customer Stories
A customer story has an unexpected twist that changes the story-telling experience.
For example, a new customer who arrives at your business, or a returning customer, can turn into a customer for life. By telling the customer’s story through the lens of a brand story, the brand’s message can be refreshed and shared to the rest of your customer base.
A brand can also use the perspective of this new, fresh customer in the driver’s seat, not the salesperson.
2. Brand Story
You need a brand name to identify you and your brand, but you need the brand story to create the actual story you want the consumer to believe. You have turned your business into a full-blown storybook.
Customers don’t know how to go about the process of purchasing from you, so they enter through a point of no return and never leave. A great customer experience is all about a good story – the one that makes a difference.
3. Storytelling in the News
News events are a natural place to display your brand’s stories. One that the customer hears before making an informed decision.
Stories about stories will be the idea that a customer makes a buying decision is irrelevant. Your brand should be all that matters, but your customers should feel like they are talking to a real person.
4. Customer-generated stories
Stories can be used to create new stories, but the ultimate goal is for the stories you create to resonate with the customers that purchase from your brand in the first place.
You need not just use customer stories in a purely educational way, it is important to weave in some story building techniques there too.
Storytelling is about taking the content of your customers and putting it into the context of a larger story, often a product or service-based narrative. This makes your customer’s experience with you a more meaningful, emotional ad-supported manner.
As with any creative media, there are many different ways to make a customer’s experience more personal and memorable.
5. Employee Stories & Proverbs
Employees are responsible for delivering a great experience for your customers. So how do you tell these stories? It starts with good stories within the company.
But it should not be overly dramatic, or overly serious. And it is important that the employee stories have a beginning, middle, end and a climax, to make them believable and memorable.
6. Business Story
Can include the history of the company. They help you achieve the most important objective of business: build a brand and make a profit. Your company needs to be able to grow in every area of life, from sales to marketing to finance.
Storytelling has a big impact on every part of your life. It’s leaders, investors, competitors, stakeholders, clients, shareholders, community, followers, consumers, media, marketing, PR, social media and all other aspects of the business.
If you want to build a strong company that engages with its customers in meaningful and impactful ways, you must learn how to talk through your stories.