The Art of Storytelling in Branding
Storytelling can play a vital role in boosting your business brand.
Throughout our entire history humans have used stories as a way to learn about and shape their environments, and using stories to explain your brand offers an extremely effective way to establish a meaningful connection.
In his insightful book, The Business of Belief, Tom Asacker wrote, “We choose people, things, information and experiences that reinforce our world-view and bolster our self-esteem, and we look for, and find, evidence to help us rationalize those decisions.”
A good story will help to form a bond between your business and its customers by creating a narrative that will be far more engaging and memorable than any sales pitch.
Every business has a few good stories to tell, but the way you tell them matters. For best results, keep the following tips in mind.
Telling stories about your business or customers that aren’t true is a very bad idea, because if anyone discovers your lies your brand will be seriously undermined. There is sure to be a few good tales associated with how your business came about and the struggle to get where you are today, and if you are any good at what you do you surely must have a few happy customers willing to sing your praises. Even if you only have one good story, stick to the truth, because true stories are always the most compelling.
Don’t tell boring stories
Think about what makes your business interesting, what unique challenges you have faced and some of the funny things that have happened along the way; most importantly, avoid focusing on mundane details. A good story needs to capture the imagination of someone who knows nothing about you and your business, so if someone is interested enough to read your story, make it worth their while.
Keep them coming back
The best stories are engaging, entertaining and leave the reader wanting more, so always hold something back from your story so that there is a reason for people to come back for more. Using a series of stories that build on each other is an extremely effective way to keep your readers coming back, and every additional story should provide another opportunity to deepen their connection with your brand.
Storytelling provides a wonderful opportunity to showcase the human side of your business and the more personal you are willing to get the better. These days consumers want to know more about the people behind the businesses that they choose to support, and the more detail you are willing to give the more they will be willing to trust you. Personal stories offer a great way to connect with potential customers, especially if they can see something of themselves in your experiences.
Call to action
For your stories to lead to customer engagement and ultimately some sales it is important that they include a call to action, and the more subtle it is the better. Your stories should make it obvious how your business played a key role in providing a problem or solution, but they should also come across as an invitation for the reader to take some sort of action.
Learn from the experts
Companies like Coca-Cola and McDonalds have mastered the art of using stories to promote their brand and create an emotional experience surrounding their products. Listen to the way that successful businesses tell their stories and learn from the way they do it, because their stories are obviously working.
Using stories to boost your business has become an essential part of modern day branding, so if your business is looking for ways to connect with people, start by telling a few good stories.
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