It's time to implement storytelling into your branding and marketing strategy. A compelling story captivates audiences, inviting them to immerse themselves and form an emotional connection. Continuing reading for answers to some questions you are probably having, like what is brand storytelling, why it is important and how can I start implementing it into my brand strategy.
What exactly is brand storytelling?
Brand storytelling is precisely what it sounds like — narrating a story centered around your brand's services, products, identity, and goals. The essence lies in taking your brand and promoting it with the creativity and allure of a story. Think about how your favorite show keeps you hooked weekly or have you binge-watching the entire series in one night. Like any engaging plot, brand storytelling guides customers and keeps them hooked.
An Airbnb commercial that shows their services through unique storytelling.
Why should my brand be using storytelling?
Looking at influencers as an example, influencers are redefining their content strategies, moving away from perfectly curated content to embracing authenticity and relatability. Many are even transitioning to full-time jobs outside of influencing, seeking richer experiences and a more fulfilling life, adding more “plot” to their content. This shift has been defined by storytelling content, injecting purpose and engagement into their content to resonate with audiences craving meaningful experiences.
Tiktok: @anawolfermann. How she doesn’t want to be a full-time influencer anymore
This storytelling trend extends beyond influencers to businesses and brands, recognizing the power of sharing their own stories. By weaving narratives, brands cultivate authenticity and loyalty, aligning with shared values and showcasing their personalities. This personal connection not only helps customers relate but also leaves a lasting impression, creating a deeper and more meaningful bond between the brand and its audience.
How can I start using brand storytelling?
Now that you have an understanding on what brand storytelling is and why it is so crucial in this day and age, here are some key elements for a successful and long-lasting brand story.
Authenticity
Make sure your story is true to your brand and your core values, as this will instill uniqueness and trust in your audience
Emotion
Incorporate emotion-evoking elements into your branding, enhancing the connection between brand, audience, and purpose.
Relatability
Find ways to make your brand storytelling relatable to your target audiences so that they can easily build a connection with your brand that resonates with them which will increase your relevance to them.
Audience Engagement
Engage your audience in your narrative through tone, pacing, questions, opinions, and even by incorporating their own stories. Create a sense that they are or can be part of the story.
Tiktok @just.call.me.ally. Influencers are promoting their personal brand by telling audiences about personal life stories which is not only engaging but also gives them relatability.
Steps to start implementing storytelling:
Define Your Brand Story
Know your brand identity and shape that into a story, such as its inspiration, origin, mission, and values. Find what makes your brand stand out.
Know Your Audience
Know your audience like a long-distance friend: check in occasionally via accessible resources such as social media to understand their evolving needs, interests, and values. Tailor your brand story to resonate with their interests.
Make your story compelling
Craft a compelling, structured story that aligns with your brand, incorporates engaging elements, and highlights your brand's significance to keep audiences hooked.
Strong brand community
Ensure your employees are not only aware of your brand story but are also integral storytellers internally. A strong in-house brand narrative translates well to audiences.
Jewelry brand: Luca + Danni
A jewelry brand that uses personal photos to tell its story and the inspiration. This builds trust and connection with customers and gives the brand a deeper personal meaning.