Just like a logo or color palette, brand storytelling is a tool for defining a brand.
Storytelling can greatly enhance interest and engagement in your brand and business. As a portion of content marketing, storytelling has taken a prominent role in today’s marketing mix., and should be part of your marketing strategy.
So how do you tell your brand’s story? Go North.
N is for Narrative, brand narrative that is.
The value of a brand is always linked to a story, talking about what makes your company unique, how it started, what your values are and the benefits of choosing your business over your competitors. Think of your brand narrative as your company’s strategic marketing statement that you can pull from to create engagement with your audience. Find what makes your brand stand out and touch on your history , future goals, how you support the community, feature products and services.
O is for Opportunities.
When people sit around a campfire, or a water cooler, they swap stories. Hearing one story stimulates the listeners to react and tell their own story. With storytelling in marketing, these reactions come in the form of engagement. Your consumers react by leaving comments, sharing and purchasing. This engagement not only helps spread your message, but gives you the opportunity to listen and build on your brand.
R is for Relate-able.
Using stories in your marketing strategy can help you appeal to your potential customers and clients. By defining your brand using emotional storytelling as your marketing strategy, your narrative will help define how a person feels about your brand and whether they buy your product. By making your brand relate-able in these stories, you will drive revenue and increase customer retention. When you tell a story that embodies human challenges, you create an experience that resonates with your customers.
T is for Target Audience.
When you tell a story, you take your customers on an adventure. You connect with them on a different level than just merely stating your brand values or telling them the basic facts of your products. You are showing them the needs that they might not even realize, and that you are able to solve these problems.
H is for “How.”
Your brand storytelling should answer the questions a potential customer has about your brand. Who are you? What do you do? How do you add value to your customers lives? How do you contribute to your community? How do you engage with your audience? How did you get to where you are today?
Your storytelling is an opportunity to answer any and all questions your audience has, and you don’t have to be a writer to do so. The “How” of storytelling as a marketing strategy is through various channels. Use blogging, article writing, video, podcasting, webinars and workshops to share your story with your audience.
Your brand is you and branding is everything you do to promote and market yourself. No matter the channel, use storytelling to appeal to your audience, create engagement and make yourself relate-able.
If you are looking to define your brand’s story and work it into your marketing strategy,
contact Go North Branding today!