George K.
Storytelling is an age-old form of art that has been performed by humans since ancient times. It’s an essential human experience that drives people to connect deeply with each other. In recent years, this art form has made its way into the fields of marketing and branding and is now an essential tool that most businesses use to connect and interact with their audience. On that note, here are the steps you need to take to effectively tell and sell your brand story.
1. Understand Your Brand
The first thing you need to do before delving into a creative state of mind and producing a compelling story is properly understanding your brand. This is important because without knowing yourself there’s no way you’ll be able to portray your brand properly. People will not connect with your story if there are any inconsistencies or the way you convey it is incoherent and unconvincing. This is why you should first start by critically questioning yourself about your brand and then form a plot. Who are you? Why did you start this business? What service do you offer? Who do you offer it to? There are a myriad of questions you can ask yourself, and the more you ask yourself, the better. Once you’ve got your answer to all of them and have noted them down, it’s time to take the next step.
2. Identify Your Audience
Similar to the step you’ve taken to know yourself, you need to go through the same process with your audience. Knowing your target audience in detail is crucial for compelling storytelling, as they are the ones who’ll be taking time out of their day to listen to and engage with your brand. Follow the same process as the previous step and ask the right questions about them. Try to know and understand their likes and dislikes. Once you’ve got your answers you’ll be able to form a detailed image of your audience and will be able to identify what your brand can offer them.
3. Never Underestimate the Importance of Positioning
Once you know yourself and your audience, you need to learn how to correctly position yourself in the eyes of your audience. Ask yourself how you want them to see you. Do you want them to see you as a brand that provides services, or do you want them to focus on a famous specific product of yours? Insert the answers to these questions into your narrative. This will ensure that your brand is sending the message you want to convey. If you execute this step wrongly, then chances are your audience will misinterpret your words and understand a completely different message.
4. Authenticity Is Key
While it’s always nice to portray your brand in the best possible light to your audience, overdoing it might give you an opposite and negative effect on what you’re aiming for. Being authentic is very important when showcasing your brand because your customers are intuitive and sharp individuals that can sense any falsehoods in your words. It’s essential that when you build your story’s narrative you keep it both positive and authentic to create a more relatable human connection with your customers. They’ll be itching to interact with a more down to earth brand than a perfect one.
5. Carefully Choose the Story’s Format
The time and effort you put into creating an engaging story will all amount to nothing if you don’t communicate it effectively and efficiently. Therefore, choosing an appropriate format for your narrative is imperative. It’s easy to fall into the trap of trying to create the trendiest and flashiest content, but you need to think carefully about the type of format that best suits your brand and niche. The format you choose will influence the way you portray your brand’s story. It’s also crucial to know who the best experts in your location are. There are many experts who specifically specialize in video content creation in Toronto, whereas Vancouver is filled with experts who specialize in text copy and audio formats. So, you must do your homework to find the best experts who can help you deliver your story in a presentable, engaging format.
6. Incorporate Your Branding
Lastly, it’s important no matter which format you choose to incorporate your branding into the story’s content. Utilize your brand’s color scheme, logo, tone of voice, and persona. This will ensure that your brand keeps being consistent when interacting with your customers. It also allows your audience to remember you for a much longer period of time.
So, there you have it! These are the key steps you need to take to effectively tell and sell your brand story to your customers. It’s essential to always stay true to your brand and also allow room for growth. In return, this will allow you to create an engaging narrative that will help you connect with your audience.
