February 9, 2018 | By:

3 Brand Storytelling Tips to Enhance Your Content Marketing Strategy

Today, with the wealth of information the internet has in store for us, consumers are now becoming more selective on how they digest content from all kinds of brands. We live in an era where everything has to be experienced in a much deeper level in order for things to make a lasting impression amidst our technology-saturated world, and brands are no exception.

An effective way for brands to achieve this depth of connection with consumers is by storytelling.

What is brand storytelling?

Brand storytelling is a content marketing technique wherein you share the story behind your brand: your struggles, your challenges, the values and motivations behind your campaign, and more. It’s more than just a narrative; it’s a way to breathe life into your marketing content.

Brand storytelling can be applied to various aspects of your content marketing strategy. It could be through your business website’s “About Us” page, through a blog post, a social media post, or more commonly today, through video commercials.

How to craft a compelling brand story

The art of writing a compelling brand story is a challenge for many marketers. The best brand storytellers understand the value of fusing together elements of fiction writing and copywriting.

Here are some tips on how to craft memorable and touching brand stories that will help you enhance your content marketing strategy:

1. Have a solid beginning, middle, and end

Fiction writing often follows a three-act structure for good reason. The same goes for brand storytelling.

The beginning of your brand story lays the foundation of your storytelling strategy. Establish the setting of your story, the premise or plot, and the characters. This is where you should be able to capture the attention of your audience so that they are more compelled to continue reading or watching.

The middle serves as the meat of your brand story. This is where you further unfold the plot of your story. Present your main character’s problem and share their journey in finding a resolution. Most brand stories take more time to dwell on this phase, to keep the audience hooked and keep wanting for more.

The ending wraps up the story and presents the resolution to your main character’s problems. The key to creating a successful ending to your brand story is to clearly prompt your audience to make an action: buy your product, make an inquiry, donate to a cause, or whatever is your marketing goal.

2. Be consistent with your message

Consistency is an important aspect in achieving brand loyalty. The same principle applies to your brand story. Your story should be rooted in the values your brand stands for, your products, and the industry it belongs to.

Take for example Dove’s banned commercial, where it raised issues about racism and inequalities in the perception of beauty. Dove is known for promoting self-esteem and encouraging women to embrace their natural beauty. However, the commercial strayed from their brand promise and showed a black woman turning into a white woman, seemingly implying that white complexion is more acceptable.

While it’s important to be creative in your brand storytelling, it’s also equally important not to stray too far from your message. Consumers trust brands who are honest and consistent. A story that’s inconsistent with your brand identity is misleading and could confuse your audiences.

3. Make it personal, and emotionally charged

The core essence of brand storytelling is being able to connect with your audience at a deeper level, and the best way to achieve this is by getting personal and appealing to their emotions. Consumers want to do business with brands whom they can relate to and who share the same causes that they care about.

Sometimes, brands and business owners tend to shy away from getting too personal, for fear of ruining their reputation or being labeled a certain way. However, sharing your personal story could inspire people and make them realize that your brand has a person behind it. By making your brand story personal, you give depth to your story and a face behind the somewhat anonymous facade of your brand.

Furthermore, don’t be afraid to tackle all-too familiar issues in society. Tap into the emotions of your audience by presenting relatable problems. Take for example Pamper’s “Every Little Miracle” campaign. They showed the different circumstances new parents face: a planned pregnancy, an unplanned one, a baby with special needs, and more. The emotionally charged ad is relatable, memorable, and consistent with their brand promise of celebrating every baby with love and acceptance, no matter the circumstances.

Brand storytelling is a great opportunity to connect with your target audience and influence their buying decision. It’s an undervalued marketing technique that could make a difference to your content marketing strategy.

If you’d like to know more about branding and how to do an effective brand storytelling, or if you’re interested in working with Ilfusion for your marketing needs, give us a call at 888-420-5115, or send us an email at creative@ilfusion.com.

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