How to Leverage Brand Storytelling

Author
Conrad Byron
Date Published
January 14, 2024
Category
Business Strategy

Everybody loves to hear a good story. We can connect with people on a deeper level when we exchange personal stories. So it would make sense that the same would apply to brands and their communications with their audiences. 

Brand storytelling is the narrative around the values that your brand represents. And if one thing is going to make consumers bond with your brand, it’s having values that align. Authenticity is attractive. As a brand, you want to be transparent about your core values. It does wonders when you are working towards establishing a relationship with your audience because you are giving them something to relate to. When you can connect to your audience on an emotional and moral plane, they are much more likely to invest their time, energy, and money into your brand. 

Telling your story authentically will create a dedicated following. Storytelling will not only increase your brand favorability in your audience’s eyes, it can also be up to 22 times more memorable than facts. If you believe in it, your audience will too. You enable yourself to build a tribe of people who truly believe in what you do and everything you stand for. Storytelling through your brand communicates your purpose and defines who you are. This genuine relationship further translates into your dedicated following talking about your brand with their like-minded friends. From there, you have built a collection of people who support you.

But with every industry being more competitive than ever, it can be hard to stay afloat in the sea of brands who are vying for the affection of an audience. Worry not, though. You can let your story do the talking. Make sure to leverage an original art direction to tell your brand’s story. The last thing you want is to look like every other brand on the market. Do your research, find some inspiration, and bring your brand story to life through visuals that are uniquely “you”. 

It must be mentioned that the average person scrolling through social media has a very short attention span, so when you’re telling your story, you’ve got to do it quickly. Visuals are the answer. Capture their eyes first, and their heart will follow. You have about 3 to 5 seconds to tell your story in a way that will form a bond. No pressure. But in all reality, ensuring your visuals are memorable and captivating looks different for every brand. Decide how you want your audience to remember your brand, and create visuals to reflect that. Not only will they be invested, but they will start to share your content with others. The whole reason people share content is so that they can declare their own values to their personal following. If your brand aligns with what they believe in, then your relationship is meant to be. Cue the flow of followers and fans. 

Now it’s time to pull out all the stops. Who do you want your brand to be? What do you have to offer your audience? What story can you tell? Whatever it is that you want to say, say it authentically. If you believe every word you cast into the universe, your audience will believe in you as a result. You bring something to the table. Your brand has something to offer. Tell your audience what value you can bring to their lives through your storytelling. Don’t try to sell them something right off the bat. Encourage them to invest emotionally before they invest financially. That will set the foundation for a genuine customer-brand relationship. If you are intentional with the message you’re sending, you can pull heartstrings. And there’s no better way to create a relationship than from the heart. 

Let your story do the talking. You’ve got great things to share, and there are people out there just waiting to see what you can create for them. 

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