If you want to build a better brand, you should master the storytelling skill. It is an important and inseparable part of marketing.
Your brand gives you identity, but your story allows you to share the “why” behind that identity.
Every brand is built upon some important components:
· Company name
· Logo
· Tagline
· Tone of voice and vocabulary
· Fonts
· Imaginary / image style
· Mission statement
· Values
· Positioning
But all of these components only make sense if there is a story connecting them all. While you are writing or telling your story, you should answer to some of these questions.
· Why have you started your business?
· What are you trying to achieve?
· What are your core values?
· What do you stand for?
Storytelling also resonates with consumers because stories are built on emotions and help us to better understand one another.
According to Headstream statistics, 55% of those consumers who love your brand story will buy your product in future, 44% will share the story, and 15% will buy immediately what you’re offering.
But how exactly should you tell your story?
Generally, there are two types of stories companies tell: Macro and Micro.
Macro stories are at the core of your organization’s DNA. They tell your company’s founding myth, or in other words, why and how was your company born. Here, companies usually include their fundamental reasons behind building the company, the “why” of their brand, core value, mission statement, and so on.
Micro stories, however, require a different approach. Here the companies focus more on their product and services. It is important that your micro story relates to the macro one.
Now that we’ve looked through some definitions, let’s have a look at best storytelling practices:
1. Great stories have a hook, it can be:
· The big reveal
· The surprise
· An interesting statistics
· A quote
2. Focus on the key factors of telling a great story:
· Simplicity
· Consistency of the message
· Clarity of the message
3. How do you want your audience to feel?
· Inspired
· Challenged
· Trusting
· Humor
· Empathy
· Sadness
4. Craft your story for maximum impact:
· Powerful intro
· Story flow that will catch people’s attention
· Supporting elements — audio, music, cinematography
· Call-to-action
It is important to know that the way you tell your story depends on the story itself. On every channel your story can be changed. The story told through a podcast is different from the one told through a YouTube video.