The power of emotional storytelling
Emotional connections matter. Although blatant sales techniques may inspire a short-term gain, in the long run it’s the ability to connect your audience with your brand – and the values it stands for – that play a bigger part in building consumer confidence and loyalty.
Today’s discerning consumers look for the human element behind the brand to help them feel better about their buying decision, People expect a brand to be humanised – a truth that relates to any industry, from real estate-related businesses to hospitality and everything in between.
And in an era when technology has changed the nature of traditional human interactions forever, humanising your brand thanks to the emotional punch of meaningful storytelling helps you write the opening lines of a powerful brand success story.
Creative content Is king
The concept of brand storytelling isn’t new but as social media platforms continue to deliver fresh opportunities for content marketing, telling stories as part of brand marketing initiatives that are both direct and indirect should be part of any well-considered brand strategy. And when it comes to writing those stories that push the necessary buttons and motivate your target audience to take the action you need them to, it’s vital to engage with experienced storytellers who are trained in the art of creating effective online content. Today’s marketing teams combine traditional marketing skills with new roles that are focused on nurturing and strengthening the emotional connection between brand and consumer, with the development of social media stories and content marketing that matters. It’s no longer enough for those stories to merely be read on the screen. Effective brand storytelling inspires engagement that moves into the offline world too. To help you understand the secrets brand storytellers employ to make genuinely emotional connections with consumers, it’s about combining the fundamentals of strategic branding with the basics of fiction writing. The result is compelling, creative content that delivers brand stories that work, for brilliant results that integrate and inspire.
1.Honesty is everything
Honesty and transparency are two vital ingredients in effective brand storytelling. Don’t confuse ‘stories’ with fantasy. The most powerful stories are told with integrity and truth.
The three most important steps of brand-building are consistency, persistence, and restraint. Take those qualities to your brand storytelling, as well. Creativity should not be at the cost of clarity. Confused consumers look elsewhere. Always stick to your core brand promises. Congruency is key.
2. Engage your audience
Brand stories are more than mere marketing. If you treat them like advertisements, you’ve missed the mark. Think of your brand persona and let personality shine. Would you stick it out to read a boring story, or have you got better things to do? Treat your audience the same way. Boring storytelling loses business but stories that are told in an interesting ways that engages your audience is a positive way to capture attention – and turn it into business-building sales.
3. Create characters people care about
And when we say characters, we don’t mean fictionalised beings that nobody can relate to. Characters in your brand storytelling might be well-researched consumer personas, or they could be members of your team who can be used for a unique point-of-view. The most important element is to create characters that people care about and cheer for. Brand storytelling that uses characters on a journey people can follow and connect with can help take your brand to new levels of marketing engagement. Now you just need the right idea to suit.
4. Don’t forget the flow – beginning, middle, and end.
Stories that are enjoyable to read take the audience on a journey. A story structure of beginning, middle and end enables you to open well and carry your readers through the characters’ problems and conflicts to see a satisfying resolution that makes your story shareable – and keeps your audience engaged enough to keep coming back for more.
5. Less is more
Great storytelling motivates readers to keep turning pages to see what’s coming next. Brand storytelling is no difference. With characters people care about and a plot line that makes sense, each new piece of brand storytelling content should feed from the last to build layers of content that leaves your audience hungry for more.
6. One size does not fit all
Delivering stories on one social media platform and using other platforms to release teasers and hints offers interesting ways to build momentum – and audience. Offline and mobile storytelling techniques can also be utilised to bring a brand storytelling campaign together. Remember that the ultimate goal is to surround your target audience with brand experiences and stories. With so many ways to enjoy your brand story, your consumers will have deeper connections – connections that move you closer to your brand marketing goals.