Brand storytelling comes from a long tradition of oration.
A few years before everyone had streaming video, poets walked into villages and told their tales in exchange for a meal and a bed. The next day, the poet left with a full belly and a good night’s sleep, and the villagers felt inspired by tales of valor and cunning.
Everyone felt transformed.
We like stories that leave us a little better off than before. The world is full of awful news and depressing drama. Storytelling shows us how to handle negativity, face bad luck, and how to lead better lives in spite of things not always going well. The lessons learned make us better people.
People like to read inspirational stories that show transformation – yours and theirs.
3 Magic Elements All Stories Need
Brand storytelling consists of three things: simplicity, clarity, and emotion. Each part is delicate and must be handled gently, touched little and admired often.
Keep it simple. Make it authentic. Help your readers identify with your brand storytelling.
Limit the story to how you identified a problem, developed a solution and achieved success. Anything else is extra. Save it for NaNoWriMo.
Your clients should be able to summarize your story in a sentence or two.
Make your brand storytelling about what you do.
Your story isn’t supposed to be a leitmotif full of cryptic foreshadowing and doppelgangers on a hero’s mission. Instead, make it each part of the narrative clear.
It’s supposed to show what you do, why you do it, and how it helps others.
The best brand storytelling creates an emotional connection.
Figurative language and authentic characters can help to foster feelings that drive relationships. Whatever representative figure you chose for your brand storytelling, you’ll need someone your clients can and want to relate to.
The Call to Action
Every marketing story has to have a call to action. With the CTA, the narrative is just another tale to pass the time. Your clients will read and act on whatever final words you leave them with.
Your customers may be in the best position to tell your story. After all, your brand exists to solve their problems.
Customers are the ones who know best what it’s like to interact with you. Use their point of view on what it’s like to work with you. Every perception in another facet on the gem that is your business.
Everyone has a story. Getting it written to showcase your brand is why you need a hired writer. Your writer will help you take your brand storytelling from tradition to transformation.