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How to Use Storytelling to Build Your Brand

posted June 26th 2017, 11:40 am by Chloe Harbach

how to use storytelling to build your brandWhether your brand has been around for years or you are starting a new company, using storytelling to build your brand is a great strategy for spurring your business toward success. There are so many brands in the market today and so many that do the same kinds of things. Customers need a reason to choose one brand over another, and you (of course!) want them to pick your brand. Storytelling can create that reason and do a lot of other great things, too. Let’s get into it.

Why You Should Start Using Storytelling to Build Your Brand

Storytelling is not a new thing. It’s actually a very, very old thing. We can tell why it’s been around for so long -- it works! There is so much that a simple story can do for you. Here's what you've got to do:

Stir emotions. Stories make you feel something deep in your bones. They trigger personal memories which cause you to feel empathy for the storyteller.

Showcase personality. Think of Wendy’s delivering the sass via social media. Bonus: that personality can also increase publicity.

Decrease intimidation. Your brand’s story can humanize your brand, helping you connect with customers. Customers want to feel that you are interested in more than just their money.

Build your credibility. Your story can help show your customers that you have lots of experience and know what you are doing.

Increase memorability. People are more likely to remember facts about your company when they are told in story form. (This goes back to #1.)

Grab your audience's attention. There are so many brands that customers have to choose from. You'll want to get their notice so you have the chance to persuade them to do business with you.

Display information without seeming like overkill. Information overload is a very real thing. A story can illustrate your information in a way that is easily digestible for your audience.

How to Tell Your Brand’s Story

There are so many ways that you can go about telling your brand’s story, and there isn’t necessarily a right or a wrong way to go about it. Yet, there are some elements that you definitely don’t want to leave out.

  1. Have purpose. Your story needs depth and a “why.” The purpose shows your audience why you decided to start your company or launch a new campaign or explains whatever your edge is on your competition. (Oh - aand sprinkle in lots of emotion!)
  2. Implement that purpose. Showcase how you drive that purpose into your work through the choices you have made and through the work you do every day.
  3. Introduce a hero. There is some sort of cliche about every story needing a hero, so channel that. Your hero doesn’t have to be you or your brand. Think outside the box.
  4. Stir things up with conflict. This keeps your story interesting, and it makes your brand more real and down-to-earth.
  5. Lay out the resolution. The resolution should be something that your company offers. Remember, though, tell don’t sell. People can smell a disingenuous company from from a mile away.

Storytelling Angles to Make Your Brand Unique

Here are some ideas to help your story stand out from the crowd.

Pictures. Visuals are powerful, so if you can find a way to tell your story using lots of visuals, you are really going to draw in that audience.

Video. “Draw my life” videos are not just a big trend for famous YouTubers. Making a video about your story (whether it be in drawings or just you talking) adds personality and interest.

Take a new angle. Start your story from the middle and then go back around and explain the whole thing, or tell the story from various points of view and then land on the same resolution.

Inspire your audience. You want your audience to act in some way, so influence them to move in that direction.

Let us know if you have questions about storytelling or about your story, as well. Contact us here.