Storytelling has been considered an art form for millennia – people capable of telling compelling stories have always been treated with respect and fascination.
Today, this is reflected even in the way people are making their buying decisions.
Brands with interesting, original, unusual stories can hope to sell more than their blander competitors.
The human brain is hardwired to be fascinated by good storytelling – and your business can benefit from it.
Nevertheless, even today many companies don’t try to create and tell their brand stories or make only perfunctory efforts in this area.
In this article, I will discuss ways you can construct a better brand story, present it in a more favorable light and effectively engage with your current and potential clients.
1. Embrace your status as an underdog
If you are currently an underdog in your industry, especially if it is dominated by large and well-established companies, you needn’t try to be what you aren’t. On the contrary, the very status of an underdog can serve as a foundation of an attractive brand story.
Firstly, because people love the plucky underdog opposing stronger opponents despite all the hardships. Secondly, because the very fact of being an underdog means already being in the middle of a story – a story about pursuing an ambitious goal and, potentially, dethroning a stronger competitor. Thirdly, because underdogs are more relatable, personal and human than large faceless corporations.
2. Use a variety of formats
A brand story needn’t be comprised only of text, and it needn’t be located only in one place. If you want to convey your meaning effectively, you have to make several formats work together. Your website copy, images you use, videos, even interactive content – all this should work in conjunction with each other. The entire presentation of your brand, both on and offline, should speak about its story, directly and indirectly.
Therefore, you should make sure all the parts of your message are professionally made. If you don’t have special skills in any of these areas, hire experts. Find good copywriters to write content for your website, professional photographers and illustrators to provide high-quality visual imagery, a video production company to prepare video content (and preferably study a comprehensive guide before deciding what your video should be like).
3. Show, don’t tell
This phrase is often cited as one of the primary principles of storytelling in general, and it is just as true for brand promotion as it is for literature or the film industry. Don’t waste your readers’ time telling them how awesome your brand is and what qualities it has – instead, focus on telling the stories of individual people who have benefited from your product; or specific challenges you and your team overcame; or a typical …read more
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