Brand Personalisation Part 1: Storytelling

Stories are all around us.

Our lives are a story. Our business is a story.

Storytelling is a powerful way to make a real impact on your audience and build your business. You may not realise it, but your business is filled with stories and social media is the platform to share them on.

Why? Because stories not only grab our attention, but more importantly, they capture our emotions!

People care about how your brand makes them feel and how they envisage themselves using your products and services. Don’t see social media as just another distribution channel, but rather see it as a conversation channel. A place to share experiences, values, dreams, feelings, successes, and, dare I, failures. Yes, it’s a place to be authentic because that’s what people want and loyalty to your brand will follow.

The Why

So, in a nutshell, why should you bother with storytelling?

  • Storytelling ignites a strong emotional response with your audience which they will associate with your product. When the characters are authentic and the story being told is real, we remember it and a bond is created to your brand.
  • This emotional response somehow dulls skepticism and this, in turn, drives people to engage with your brand.
  • Storytelling is part of our nature. You will not have to work very hard to engage people in a well-crafted story.

The How

When writing your story make sure it’s personal, emotive and takes your audience on a narrative journey. You want to strike an emotional chord with your audience to increase engagement.

Here’s how you use this powerful tool to build your brand:

1. Tell about you and the origins of your brand

Let people know that if you did it, so can they! Be sincere and real. People connect with people so be brave and be personal.

2. Tell real stories about real people:

Share the stories of the faces behind the scenes, the people who work in or for your brand. This shows authenticity and transparency and goes a long way in building trust. You can also use outside people’s stories that tie into your brand e.g. how your product or service has made a difference in their lives

3. Tell stories that enforce the values that matter to your brand

These stories send out a clear message about what your brand stands for and the principles that matter to you and that you integrate into your image. Are you involved in the community? Do you support an important and relevant cause? Are you giving back in some way? The answers to these questions hold the key to your stories.

4. Tell a story by sharing consecutive posts

A great method to unravel a story is to give a play-by-play update on a story in a series of posts, rather than in one long delivery. This creates anticipation and makes your story captivating. People wonder what is going to happen next?

The Examples

Not convinced? Check out how these international brands used storytelling to promote brand awareness.

Samsung Customer Service Campaign – We’ll take care of you, wherever you are

LEGO® Advert: Let’s Build

Storytelling is awesome!

And believe it or not, you have an infinite number of stories to tell because life is happening all around you every single day. So, start using them today and make your brand memorable.

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