Brand storytelling is one of the hottest topics in marketing, but like most marketing tactics, it’s being ruined by marketers. It’s become convoluted and complicated. At its heart, brand storytelling is the act of sharing your brand with the world. Your story is the why your brand does what it does. Your story isn’t just a page on your site. It’s every interaction you have with customers. It’s the values driving your business. And, sharing that story is a form of art.
Here’s how you can share your brand story:
Respect the context of the channel.
It’s easy to get caught up in all that’s going on around you. With so many messages being hurled our way every single day, you have to find a way to break through the noise and clutter.
It isn’t just about attention span. Sure, we don’t have long attention spans and time seems to always be running away from us. However, you have to tell a story that’s compelling enough for someone to notice and for someone to care.
When it comes to brand storytelling, not everything is about you. Your story is bigger than you and your brand. Brand storytelling involves your audience, both those who have discovered you and those who haven’t.
In that vein, you have to respect the context in which your audience is receiving your story. If you’re on Twitter then keep it short. If you’re on Facebook, use images and don’t post the exact same text you used on Twitter.
Remember, someone interested enough to follow you on one channel is probably following you on other channels.
Quality brand storytelling always beats a cheap sell.
As our networks and channels become more and more intelligent through algorithms, it’ll be easier to get your content in front of the right audience, so long as it’s quality content. Once upon a time, if you posted enough, you’d get in front of someone. That’s no longer the case.
When it comes to brand storytelling, you need a quality story, not tons of content without any substance.
Content, including brand stories, are delivered based on actions now. If someone likes a certain photo on Instagram, similar photos will show up in their feeds. Your brand story needs to be authentic and focused on providing value. Otherwise, you’re just contributing to noise that your audience is trying to tune out.
Respect the Psychology of Why.
Not only do you need to be delivering quality content, but the content needs to speak to someone’s “why.” Why are they on the channel they’re on? Why are they interested in your story? Why do they care about any of it.
Here’s an example: Your ideal customer is on Tumblr, so you create an account and start sharing content updates. Here’s the problem though, people on Tumblr aren’t looking for blog posts and long-winded comments. They’re looking for entertainment. They’re looking for GIFs and funny photos.
Be where your audience is, yes. But, understand why your audience is there. When you understand that, brand storytelling becomes a natural part of how you connect with them.
Deliver value through your story.
Believe it or not, not everything you say or do has to be directly linked to a business objective.
If it matches your brand’s tone and voice to say “Happy Monday” on Twitter, then do it. If it matches your brand’s tone and voice to say, “TGIF” and share a photo of people leaving the office the for the day, then do it. Be you without a hidden agenda.
Give value to your audience and then ask them to take action, make a purchase, donate, whatever it is. Be authentic upfront while remembering that your brand’s story isn’t just about you. It’s about everyone who makes a purchase, considers making a purchase, and anyone who comes in contact with your brand or products.
Brand storytelling isn’t done in a day.
Brand storytelling is so much more than just writing your about page. It’s something your brand lives out every day in customer interactions, internal emails, and Facebook posts. Your story is who you are, what you do, and why you do it.
Ready to start telling your story? The brand storytellers, marketers, and digital mavens at Iconic Digital are ready to help.