Think about it. What is the end result of all your marketing efforts? Action. You want customers to act, whether it\u2019s to sign up for an email newsletter or make a purchase. That means, at its core, marketing exists to motivate.<\/p>\n
Persuasive blogs, informational videos, and thought-provoking infographics are all published to convince consumers to become leads, and then paying customers, and then retained customers. But the thread that binds your strategy together is the brand story within your marketing campaigns. This is what actually impels consumers to act. Storytelling is the \u2018pixie dust\u2019 of marketers. It is what makes what you do resonate<\/i>.<\/p>\n
Weave storytelling into your marketing and you can connect with your audience on a personal level and pull heart strings. This is where we form the bridge between the consumer and the company and explain on a deeper level why one needs the other.<\/p>\n
So, how do you effectively implement and scale brand storytelling into your\u00a0content strategy? We\u2019re going to show the steps to take to do just that.<\/p>\n
Quick Takeaways:<\/em><\/strong><\/p>\n There’s a lot of confusion around the idea of brand storytelling. It\u2019s becoming a term that is getting thrown around a lot\u2014like content marketing<\/a>\u2014but agencies, companies and thought leaders don\u2019t always agree on a definition. So, we want to solve that with our definition.<\/p>\n Brand Storytelling is<\/p>\n Using a narrative to connect your brand to customers, with a focus on linking what you stand for to the values you share with your customers.<\/em><\/strong><\/p><\/blockquote>\n Simply put, brand storytelling involves creating a narrative to connect your brand to customers, with a focus on linking what you stand for to the values you share with your customers.<\/p>\n To break it down further, here are some more insights into the philosophy:<\/p>\n With all these elements, you\u2019ll be able to grab the buyer\u2019s attention and create deeper connections. Because everybody loves a great story. Storytelling is a human pastime, something we\u2019ve been doing for thousands of years.<\/p>\n Brand storytelling is gaining momentum in the marketing world, and with good reason. Stories are scientifically proven to get a person\u2019s attention. In fact, stories stimulate brain activity<\/a>. When we read or hear plot points our neurons start firing\u2014and not just in the part of the brain that controls the language center. With brand storytelling, you can create an emotional connection with your audience.<\/p>\n A story includes characters, setting, conflict, rising action, climax and d\u00e9nouement. Creating these points allows your audience to easily follow along with a story\u2014and remember it.<\/p>\n Ideally, you can encapsulate what you stand for in just two or three words. Nike stands for athletic excellence<\/em>\u2014not sneakers or sports equipment. Disney stands for family happiness<\/em>\u2014not theme parks or movies.<\/p>\n Values<\/em> are the character traits of your company that define it. A lot of companies randomly say their values are words like integrity, innovation, etc., but they choose these words because they sound nice, not because they truly reflect who they are.<\/p>\n A company\u2019s values are the best behaviors of your best employees on their best days. In other words, if you highly value that salesperson who will bend the rules to land the big deal, then \u201cintegrity\u201d is not your value; winning is. If that\u2019s truly what you value, embrace it.<\/p>\n Imagine that you\u2019re on a first date. Okay, we know it can be a little nerve-wracking, but stay with us. Think of everything you do on a first date: There may be some nervous laughter, some playful banter, telling of jokes. But most importantly, it\u2019s you divulging information about yourself. Your date leaning over the table, looking intently at you, trying to determine details about your life before asking, \u201cSo, what\u2019s your story?\u201d<\/p>\n It\u2019s straight out of rom-com, but it\u2019s a broad enough question that invites the answerer (you) to take unlimited paths. How do you<\/em> want to present yourself? What will be the first thing you\u2019ll share? Will you talk about your strengths, your affinity for books, how close you are to your family\u2014or will you start slow with the basics?<\/p>\n What details you share and how you frame them is your story. Sharing parts of who we are is an intimate act, and it\u2019s one that helps us grow closer to one another. And if your business shares its story with your audience, they will feel more connected to your business.<\/p>\n So again, why do you need a story for your brand?<\/p>\n One of the oldest forms of art, stories have been around for centuries. We\u2019ve shared them to pass along our history, make each other laugh, and attempt to relate to one another. Our natural curiosity makes us more inclined to listen. Stories tug at our heartstrings and make us cry. They can make us feel happy. They can inspire us to make a change or make an action. But for any of this to happen, there has to be a \u201cwhy.\u201d<\/p>\n Simon Sinek is a motivational speaker and organizational consultant. In his popular Ted Talk, \u201cHow great leaders inspire action<\/a>\u201d, Sinek talks about what he calls the \u201cgolden circle.\u201d It explores, the what, how, and why of storytelling.<\/p>\n\n
What Is Brand Storytelling?<\/h2>\n
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Source: Unspun<\/em><\/p>\nWhy Do You Need a Brand Story?<\/h2>\n
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\u00a0PS \u2013 Check out our\u00a0latest case study<\/a>\u00a0that shows how we helped one company double their leads!<\/strong><\/div>\nStories Inspire Action<\/h3>\n