• By michelle
• In Content Marketing, Copywriting
• Posted Jul 28, 2015

6 Ways to Create Brand Storytelling

If you’re a regular reader of our blog, you now know that crafting your brand’s story is vital to your online presence.

That sounds all fine and dandy…until you give it a whirl.

Brand storytelling isn’t so easy, right?

In this post, you’ll discover the 6 steps we take when we help our clients find and create their compelling brand story. Once you discover your story, your audience will be able to connect with your brand (and that means one thing: conversions).

#1 What is brand storytelling exactly?

First, it’s important to know what your brand’s story should cover. Despite what you may think, you have a lot to share with your audience—aside from how awesome your products/services are.

Consider the following questions:

• What inspired your brand?
• What all did you have to wade through to establish your organization?
• How do you hope to make the world a better place?
• Does your organization have a unique work culture?

Such questions (and more) are what build brand storytelling. It’s about introducing your audience to the most fundamental drivers of your organization in a way that they can immediately relate to what you stand for.

Unfortunately, many often confuse brand storytelling with showering their audience with seemingly impressive statistics (yawn!).

#2 SHARE, Don’t Tell.

Your prospect’s attention is the most valuable currency on the planet (hence the term “paying attention”).

If you want your brand storytelling to be relevant, think about which elements of a story grab your attention. Chances are, someone is sharing valuable information you want to know more about—enticing you to watch that video or click that link—rather than just telling you to “check this out.”

#3 Think “us” not “them.”

Prospects want to feel they can relate to your brand—which is easier to do when you meet them on their level. The key is not to make them feel you are reaching down to meet them but across to greet them.

Your brand storytelling has a better chance of connecting with prospects when they feel you understand them—and what they need. If your brand storytelling demonstrates you understand a prospect’s problem and have an effective solution to solve that problem, your product or service becomes relevant instantaneously.

#4 Be consistent.

As the old adage goes, “out of sight, out of mind.” Distributing quality content on a consistent basis is the keystone of staying relevant in the fast-paced digital age.

When you engage your audience regularly, you become a part of their life experience.

Depending on the type of business you have, one blog post per week may be ideal or posting three times a week may prove more effective. Once your audience can depend on you to consistently meet a specific need for information or service, a one-time customer can easily become a lifetime client.

#5 Be authentic.

People instinctively know what your intentions are. Don’t B.S. them.

Your brand storytelling should “give it to ‘em straight—no chaser.” Share your story. Don’t be afraid to show transparency. As wise mothers have said since the beginning of time, just be yourself. Play up your strengths and exude confidence in those strengths.

If your brand is fun, the tone of your brand storytelling should be fun. If your brand is safe and reliable, then your brand voice should demonstrate those qualities respectively.

#6 Make them care.

Effective brand storytelling should always answer the question: why should this person care about my product or service?

People don’t care about your brand’s what until they know the why. Your service could be totally amazing, but it’s likely that services similar to yours already exist.

What makes prospects connect with your brand is why you created it, why you’re offering it to them, and why they should do business with you. Potential clients that feel a resonance with your “why” typically see themselves somewhere in your story.

Encouraging prospects to care is all about getting clear on who you are and why you’re in business.  As we shared in this blog, When You Get Clear, You Get Clients, when you speak to everyone, you’re likely to get no one.

Remember, when your brand storytelling engages your clients and customers in a consistent and authentic way, you will consistently stay relevant, too.

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