“Storytelling is the greatest technology that humans ever created”- Jon Westenberg.
Every business needs more than good content to be successful in the business sphere full of competition. The best way to do this is through human connection and this can best be done with storytelling. There should be a reason why your customers should stick with you, and they can do that by relating to your story.
What is storytelling? Storytelling is the interactive art of using words and actions to reveal the elements and images of a story while encouraging the listener’s imagination.
In storytelling, telling your story, your way is so important. You can’t use someone else’s format to tell your own story because your target audience is maybe different. Your audience should be able to feel your story, they should be connected to your idea. Your story should be believable. A customer can’t invest or buy from a business he doesn’t believe in. Make your purpose vivid to your audience and turn them into loyal customers for life.
No one wants his/her business to be relegated. Everyone hunger for significance, it is not so enough to solve a problem but it is more applausive when your business stands out amidst other competitors.
The importance of storytelling can’t be overemphasized, here are a few:
It helps in business development: An idea came into place because you have a solution to a problem. Storytelling helps you communicate with your target audience the way you were affected directly or indirectly by the problem and how it led to your product/service. Storytelling helps you relate to your audience with real-life experiences, stay connected to them, and give them reasons why they should invest in your business.
It gives an edge in the competitive world: There is no business that has not been explored by different people but only a few survive the heat and are still very successful. What if I tell you that, it was achieved through storytelling? There is so much information out there, that even your target audiences are exposed to but how do you want to connect to them? It can only be through telling your story, by making them connect to you emotionally. It should be more emotional than logical.
It is easily remembered: Do you know that stories can be remembered easily than the other types of information? Right from childhood, stories have been used to illustrate so many things to us. So, storytelling is a natural part of the human system. It is much possible to remember stories than facts and figures.
It emotionally connects people: Storytelling connects to people emotionally, thereby creating loyalty. Human beings generally are emotional beings. Create an emotional atmosphere when telling your stories so that your audience can relate to how you started, the failures and mistakes you have made, and the way forward for your company. Sincerity is paramount in doing this, don’t say the opposite of what your products/services stand for, and feel it is a good marketing strategy. It is not!
It increases the ROI of a company: Storytelling increases the profit a company makes. This is made possible by the belief that audiences had in your vision thereby making them loyal customers. This is also possible by making your audience feel the care your product/service has to offer and see them patronize you as long as they want. Always show the personality and humanity of your products by telling good stories.
It helps in making decisions: Storytelling triggers a customer to make decisions on whether to buy your products or not, and this can be through reviews on your business website. Storytelling helps investors take critical decisions, so your story should be a good one.
What is Brand Storytelling?
Brand storytelling is the art of forming a meaningful and lasting connection with your customers by using words that communicate your values and what your brand stands for. Communicating these values in the right way can directly impact your customer behavior.
The business world is so competitive, that you just have to discover the right strategies to use and get your customers. It is not all about selling your products and services but connecting properly to your audience. People would consider buying from a brand if they love their brand story. Your brand story has to be both emotional and empathetic to your target audience. They want to feel your products, they want to know what your products can offer, they want to hear how your brand can solve their problems and care for them in diverse ways.
For your brand to stand out, build your communication skills. Make it authentic and unforgettable form a long-lasting connection with your audience. This, in turn, makes them your brand advocates.
How To Tell Your Brand Story
Most people don’t know what their brand stands for. Some clients will tell you that they have worked with different organizations but they don’t know what their brand stands for. Knowing the basics of what your brand stands for is important. Who you are, what you do, what you care about, why it matters are questions that need to be answered by everyone that works there. It has to be part of the day-to-day activity of the organization.
Why does your brand exist? This is a question you have to answer. This is where you identify your core principles. It is where you categorically state your purpose, vision, mission, values, and goals of your brand. There is also a need for consistent messaging. You always need to tell your story and it can be done through short content and videos.
Ponder on different ideas to create your story: Sometimes you hear people make comments like, “I don’t have any idea”, “I don’t know how to start”. There is a way to start, the problem is that you have not harnessed one. The truth is that no matter what you offer (product/service), there is an interesting brand story behind it. Just looking through your day to day activity can create an unending brand story contents.
There are specific questions to answer in this aspect, according to ” Katy French”, a writer at Column five media, and they are:
Who are you? A real person started your brand, people work for your brand and run the social media for your products and services. Why not create a connection by showing your audience who you are, what your culture is like, and what you care about.
What do you do? This is where you think about the product or service you provide. What problem can your product/service solve? Are there unique features that make your product stand out? What are the exceptional ways your product/service has impacted the lives of people? Creativity is an important skill you will use to create amazing content when answering these questions.
Who do you do it for? This is about your target audience. What strategies have you put in place to help them through your product? Why do you care and how do you want to help them? Think about how to improve their lives and make them feel very comfortable. Create a brand story that incorporates your customers.
How do you do it? People want to know about the visibility of your business. This is where your mission statement comes in. People want to know how you run your business. Is there a unique technology behind your product? How do you source for your materials and many more? This type of content both educates and provides insight into the way you run your business by providing transparency.
What does your future look like? Tell people about how your brand is evolving, what you’re towards, and how you plan to grow in the future. This creates excitement in them, by making them believe they’re not investing in the wrong brand. It makes them know that there are plans for longevity, thereby increasing both the trust and relationship they have with your brand.
Select the best format: So many times, we have great content ideas but lack the best way to communicate these ideas effectively and efficiently. Identify a suitable format for your content before diving into creating them. Examples of some formats are articles, explained videos, animation videos, infographics, whiteboard explainer videos, and e-books.
Share your story: After you have done all the necessary things involved in creating content for your brand story, you encourage people to share the story because you can’t be the only one doing so. Your team members or your employees must see it as part of their responsibility. Your brand story has to be visible on all social media handles. Test your links and optimize your content for SEO.
Remember, growth doesn’t stop when you’ve achieved great success in your business but it is continuous. Pen down strategies of how to tell your story continuously and build your team members through training and workshops.
Reasons Brand Storytelling Is Important
The importance of storytelling in every business is so recommendable, this is why you have to make it part of your business. Storytelling breathes life into a brand.
Here are the reasons it is important.
Valuable Connections: There is always a connection when someone tells you about his/her origin, you tend to pay keen attention. When you tell people about the origin of your brand, they tend to connect to you. They want to know how you started, what you are presently doing, how you are doing it, and where you want to be in years to come. It makes them believe that it is more than a brand, so they need to trust you. Be sincere in telling them this because it will create a long-lasting relationship.
It creates bond distinctiveness: People no longer want to feel they’re being sold to. They want to be identified with a brand that represents their values. They want a brand they would not only want to buy from or invest in but a brand they would represent. They want a brand they can vouch for and this can be achieved through storytelling because stories are memorable than simple facts. As competitive as the world is now, how do you make your brand stand out? Create brand stories that people can relate to and like the most. You must have a stronger sense of identity and be consistent always. Make your stories to create a memorable impact on your audience, so that they can be able to distinguish your brand from others.
Competitive advantage: Brand storytelling is key to competitive advantage. A good story would always appeal to people’s emotions. The question is, how does your product make them feel? An example of this is “Apple”, Apple has gained a competitive advantage over the years because of their story, so people have come to the extent of feeling themselves in their products and are now brand advocates. Your audience wants to know more about your product than just purchasing the product. Storytelling as part of a brand’s success gives a huge competitive advantage.
It gives focus: Brand storytelling gives insights into how to best satisfy its audience. It helps checkmate the pain points of the audience and how to best tackle it. It also helps to filter out ideas that are not right for a brand.
It augments a community: Telling your story will make you have more than customers. It goes a long way to build a tribe. To achieve this, you don’t only talk about products and services but you become more concerned about their needs by offering valuable ideas. Your brand should be an experience to them, that in the long run will stabilize their loyalty.
Be unforgettable: Create a mark with your brand that in the next century, you will always be remembered. An example of this is ” coca-cola”. Coca-cola has been in existence for years and is still being trusted by millions of its consumers. The story behind the brand is now a part of their customers. Storytelling distinguishes your brand and makes it unforgettable. It goes a long way to build customers that will become ambassadors of your brand in different parts of the world.
Brand storytelling is the heartbeat of every business. The importance is enormous. It creates unending connections and a lifelong experience with your audience. It also increases the revenue generated by the company. Connect to your target audience today through storytelling and enjoy the limitless benefits attached to it.
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