Brand storytelling is an integral part of a brandâs identity and the way to communicate its personality. It is the ability to tell stories about your brand that build trust, loyalty, and advocacy with your customers.
Sound Like You
Authenticity always comes through. Make sure you're telling stories that make sense for your brand and its culture. It does you a disservice to sound like someone else or worseâmultiple people. It can be confusing to customers when they get mixed personalities for one brand. Brands that don't use their brand voice sound the same as everyone else and get lost in a sea of sameness. Use every opportunity you can to infuse your content with more you. Need help figuring that out, let me knowâI can help.
Share Sneak Peeks And Behind-The-Scenes
Share a sneak peek about how something is made, or behind-the-scenes content with the people on your team just being people. Let your audience see your company culture doing its thing. Shining a spotlight on the humans who keep your brand running not only lets customers see more of your story, it makes employees feel valued and respected, and that they are part of a true team. You already have product experts on your teamâtap them to help you create content that they know customers are looking for. They are solving your customers' pain points daily and can probably provide more content ideas than you imagine.
Use All Of Your Real Estate
Every touchpoint is an opportunity to tell a little more of your brand story. Your website, your packaging, and even something mundane as a confirmation message or a 404 error is an opportunity to say something in your brand voice. USE IT! Every touchpoint with your customer should be consistent. If you are funny on the website, be funny on the 404 too, why not?
It's A Two-Way Street
Sharing your brand story and message is important, but having an actual conversation with your customers can be a game-changer. Sometimes, it can be as simple as asking a question. Why spend hours trying to figure out what your audience wants to see when you can ask them, and incorporate them into the process? It is a win-win for everyone. Your audience gets relevant, personalized content, and your brand gets an engaged audience and original content for practically nothing. Using customer-generated content shows you value their opinions and experience and helps connect them to your brand.
Turn Spreadsheets Into Stories
Check the dataâa powerful tool you may have not even thought to use but can tell a compelling story is data. What? How do I turn spreadsheets into stories? Start by looking for patterns. Look for what is missing. Look for relationships. Data can come from internal sources like customer surveys, sales data, or even website analytics. For example, seeing what people respond to online or knowing the most searched FAQ data can help you see what your customers are looking for from you. If you cant use internal sources try to find reliable external sources like Pew Research or do a search for topic-specific sources.
There are lots of other ways to tell your brand story. Whatever you do, make sure your messaging is consistent with your brand and its culture, and use your voice to stand out and be authentically you.