Today’s tech-savvy consumers are turning away from a one-size-fits-all content approach. If you want to engage and grow your customer base, you need to speak to your audience on a personal level (using great content) and doing that properly means using storytelling.
With many channels and platforms to share your brand story, values, and company culture, there are endless opportunities to create a valuable and meaningful narrative with your audience.
Here, we’ll explore the key digital channels for brand storytelling, and look at examples for insight and inspiration.
“Brand storytelling isn’t just a regular definition of marketing. It is how we take every opportunity to do marketing in the right way to the right audience, and with the heart, not with the head.”Ekaterina Walter, Passionate Storyteller, Innovative Marketer, and DMI Author
Brand Storytelling Techniques
Any creative digital marketer appreciates the virtues of brand storytelling. To begin, here are three techniques that will be valuable to your storytelling efforts – the 3 Cs.
Craft, Create, Conjure.
Craft a storytelling strategy
Like your content strategy, before you craft your narrative, you should consider the message you want to convey. Ask yourself why you are creating this message and decide on the platforms that will present it most effectively.
Once you’ve put a micro-strategy in place, much like a piece of flash or short fiction, carve out a beginning, middle, and end. Then humanize the main protagonist of your content, whether it be a person or a product.
The strongest stories use emotion to connect with people on a personal level, so never forget who you’re speaking to, and always add a human element to your brand story.
