How to Build Brand Through Storytelling

We are constantly bombarded by information in our daily lives. Information abounds, facts and statements shape our opinions. In this environment it is essential to form an emotional connection between your brand and your customers. As branding experts, we can benefit our customers with effective storytelling.

Stories resonate with us on an emotional level. They are often built upon a simple framework engrained with universal truths. Recognize that facts are secondary, insofar as that they are used to rationalize a decision that has already been made emotionally. Emotion is primary and by utilizing stories you help create an emotional bond between your audience and your brand. With practice, you can craft effective stories that are delivered in such a way that brings your brand attributes to life.

Four key tips to get you started.

1. Create stories that focus on your brand’s value proposition in a clear, easy to relate to manner. What are the stories that demonstrate who you are and what you stand for? Think about various aspects of your brand such as its name.

2. Stories are about the characters involved. Think about it from the audience’s perspective – are the characters you created compelling, believable, and relatable? More importantly ensure that your organization’s storytelling is true and transparent.

3. Paint mental images in the minds of your audience. Stories have the ability to take the complicated and simplify them in a powerful way. Use images to amplify this effect.

4. The manner with which you present your story speaks volumes in and of itself. The tone and manner ought to reflect the message you wish to convey with your brand story.

For more tips you can watch ‘Story as an Asset for Your Business” Standford webinar.

At the end of the day storytelling comes down to more than just attracting new customer or consumers. Rather it is about helping create brand advocates – vocal supporters and promoters of your brand – through an emotional connection with your brand story.

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