Human connections are the heart and soul of business. After all, you are dealing with people – your company solves problems, eliminates pain points, and delivers a delightful customer experience.
Storytelling is a powerful technique for building relationships. It is an age old concept that brings people together and supports them. It doesn’t matter what kind of funding your company or startup has.
How can you differentiate your brand from the constant competition for customer attention and advertising overload? Good stories increase loyalty and power development for small businesses. This is why it is imperative that companies take the time to fully develop their approaches to storytelling.
Here’s a guide that explains why your brand should prioritize storytelling and how your organization should get started.
What could a brand story be about?
Brand storytelling is:
- The reason your company exists in the market. You can go from the needs of the client. For example, “We always wanted to make the best coffee”;
- What motivates your team to wake up and come to work every day ?;
- How did your product appear ?;
- What types of customers value working with your brand and why?
- A transparent look at the people behind the company;
- How do you build relationships with clients and how did you manage to achieve this;
- A concept that highlights your entire internet presence.
Typical mistakes when describing brand history. How not to do:
- A long 5-point essay about your company;
- Blog post;
- A fragmented look at your company;
- PR move;
- Viral video.
Oddly enough, telling a brand story is not about your company. This is about your customers and the value they get from interacting with your product or service. The strongest brand stories are those that prioritize customers as stars. Think of your company as a supporting character.
It’s not just startups that are taking this powerful approach. Enterprise CRM Salesforce posts videos of customer success on its Pinterest page.
Brand stories are more than what you write to your customers on your site, more than your blog posts. This is how you communicate your message, company concept, values. This is just as important as the image set by your call center and technical support.
How do I start telling the story of a company?
- Forget marketing
It may sound counterintuitive, but it is the key to successful marketing. Stop thinking like a marketer. Stop trying to sell your product and instead focus on developing human interest. Answer the question: Why should people care what your company says?
It means being persuasive and appealing to emotion. Share your strengths and weaknesses and how you reached where you are today.
- Speak the same language with the user
Authenticity is critical to copywriting. If you are too formal, you will lose the trust of your audience. From clumsy stock photos with fake clients to false promises. Conducting business ethics can hurt your brand.
- Unify your communication style
What you need is this guide to provide instructions for all of your internal and external brand communications. Start by filling out the following template:
- Purpose of the site: Take some notes about what goals or what questions users should get when they visit your site.
- Audience: Who do you expect to attract to these specific sections of the site?
- Key concepts to reinforce: What do you want your audience to feel after visiting a section of your site or article?
- Tone: What emotions should arise after someone reads a story or a section of your site?
- Perspective: Do you want your writers to communicate in the first, second, or third person? Who is telling the story?
- Voice: Should the language be spoken, formal, or somewhere in between?
Your branding and messaging architecture can be tailored to any form of media other than writing. Whether you’re producing infographics, branded videos, ebooks, or blog posts, your plans will ensure that your messages are consistent across all media. Writing is just one form of online communication. Make sure you invest time in energy to create the structure of everything you produce on the internet.
- Human connections are the heart of marketing. Telling a brand story is a technique that can strengthen those bonds.
- Tell your story through blog posts, customer service centers, pages, videos, or infographics.
- Brand stories are cross-functional commitments that should guide your entire organization. Your sales team, engineers, product managers, executives and entry-level professionals should work hard to articulate your brand messages.
- Who defines your brand? Your customers. Study and truly understand what they have to say about you.