Every business has a story. Beyond what you sell, there is a deeper narrative of who you are, what you stand for, and why.
No matter what, your audience will shape a perception of who you are as a brand. You have two options: either assume that your customers know who you are, letting your products speak for themselves, or, you can actively weave your story – the essence of your brand and why you exist – into your marketing efforts.
Taking a passive stance on brand storytelling leaves room for error. People want to do business with brands they know, like, and trust. So, when brands use storytelling to their advantage, they show the world who they really are and what matters to them. Storytelling creates transparency and authenticity, highlighting the “why” behind your brand’s purpose.
Telling your brand’s story starts with identifying your company’s values. What do you stand for? What is the driving force behind your business? This runs deeper than the products you sell. For example, Disney sells tickets to their theme parks. But, their story isn’t about selling tickets – it’s about creating magical moments.
Your values will influence your strategy and help you further define your space in the market. Who shares these values and how can you connect with that audience? Brands can create a sense of loyalty and trust by targeting customers who share similar values.
Research shows that messages delivered as stories can be up to 22 times more memorable than just facts. So, how can you harness the power of storytelling for your brand? Use every opportunity to tie your narrative into your messaging. Whether you’re creating video content, social media posts, podcasts, TV ads, or any other communication to your customers – and even internally, to your own staff – think about the bigger picture of what you stand for as a business and why.
When you tie your brand’s narrative into your communications, you actively shape the world’s perception of who you are. Don’t miss the opportunity to tell your brand’s story.