What is brand storytelling and how do I do it?
First things first - what is brand storytelling?
How many times have you heard someone say in a meeting– “I’ve heard it’s all about brand storytelling, we need to be doing that!” and then everyone nods enthusiastically but no one actually knows what to do next.
Or, perhaps you’ve been trying to find out how to grow your business online, have spent hours googling that very question, and then gone down a digital black hole trying to find out what brand storytelling is, and yet you’re still none the wiser?
In truth, brand storytelling is a marketing buzz word.
So, let me share a little secret with you. Brand storytelling is something that any good marketer should be doing anyway: selling the real value of your business.
Brand storytelling is all about creating content which creates meaningful connections with customers, that in turn prompts an emotional response from them. Emotional enough that it encourages them to buy / recommend / talk about your brand.
And that’s it. Simple.
“You can say the right thing about a product and nobody will listen. You’ve got to say it in such a way that people will feel it in their gut. Because if they don’t feel it, nothing will happen.”
William Bernbach
So, how can I make brand storytelling work for my business?
People buy from people, so if you can tap into the human element of your brand and then use that to garner a bit more attention, then it’s a no brainer really.
Successful storytelling relies upon having a deep understanding of your customers and the value your brand brings to them.
For instance, let’s imagine a company which sells organic baby sleepsuits - the company has a lovely product, website, and beautiful product photos. BUT, if brand storytelling is not a main driver for the marketing strategy, then the focus of the content calendar might look like this:
‘Our beautiful new designs are now available – check them out!’
‘10% discount on sleepsuits for Mother’s Day, limited time only!’
‘Last orders at 5pm for guaranteed weekend delivery!’
All very good and somewhat engaging, (to an extent), but the company might struggle to take things up a step; especially when you consider how crowded the baby clothes market is.
So, how can brand storytelling help?
Well, if you start to consider why your business was set up and what value you can bring to your customer, then you can start thinking about your marketing in a completely different way:
My business was set-up to sell ethically-sourced clothes for design-conscious parents.
My customers are people buying clothes for their new arrival
My customers are new Mums/Dads who are having a tough time with little or no sleep
My customers care about the environment / shopping small and are willing to pay more for it.
Once you get into this mindset, then your marketing moves into something very different:
We spoke to new Mums about the things they wished they’d known before having their little ones – read what they said on the blog today
On today’s Instagram Q&A, we’re asking for your secrets for managing night-time teething pain. Get in touch to share your tips and tricks with other tired parents!
Batchat is a small village in India where our organic cotton grows. 5% of all sales from our products goes back into the local community, read how your purchases are supporting their local community
All our products are hand gift wrapped free of charge. We appreciate you buying small and it’s just our way of saying thank you.
Once you get into the mindset of the customer, the ideas really do just flow.
While change won’t happen overnight, overtime what you’ll find is that customers will keep coming back to your page either to buy more or recommend you to others. So, if you uphold the values you present in every interaction, then you can move a one-time purchase into lifetime loyalty.
Other great examples of brand storytelling
The Airbnb example is the one I always cite as they’ve just done such a great job of responding to the younger generations’ desire to travel authentically, all the while making it accessible and easy.
All its digital content features real people, real experiences and real memories of a trip that are so very far removed from the Thomas Cook holiday packages of the 1990s. It’s a campaign that evolved over the years, but one that continues to engage those travellers who want this kind of ‘Instagram-worthy’ experience with all the ease of booking a package holiday. Bingo.
Another one of my favourites is Mastercard. In 1997 it debuted its ‘Priceless’ campaign, positioning itself as an enabler of priceless memories, rather than just a faceless corporation which facilitates payments. Its focus on meaningful experiences really struck a chord with audiences all over the world, demonstrated not least by the longevity of the ultimate campaign. The campaign itself has now evolved into what they are calling ‘story making’, focusing on customer promotions just showing that one great idea can go on and on as long as you nurture it.
The 4 golden rules of successful brand storytelling
1. Stay true to your brand
Being an authentic brand is very important, but particularly so when you embark on a storytelling strategy.
Customers can easily spot fakery, so never pretend to be something that you’re not. Scrutinise every claim you make. There’s nothing more disappointing for me, when I buy something from a business that calls themselves ‘ethically minded’ and then the parcel arrives wrapped in tonnes of plastic. Ergh.
2. K.I.S.S
Keep it simple stupid.
Focus on the customer and work backwards. The story you tell should be simple and clear, familiar in tone and most importantly – human! Keep the customer at its heart.
The moment you start complicating the message or telling multiple messages about who you are, you’ve lost them.
3. Think beyond the obvious
Don’t be afraid to stay too rigid to the product or service that you sell.
There are always lots of reasons why a customer is looking online, and your job is to capture their interest via multiple routes. So, if you’re a matching tie and sock company and you only sell ties and socks, don’t be afraid to do some content about other fashion items that your customer may also be interested in. For instance: the hottest new watches of the season. Not only are you using something new and exciting to draw them in but you’re also recognising the fashion-conscious person that they are.
4. Select the right platform
A common mistake is often focusing on the platform rather than then topic first. First instance, have you ever said – “what should we put on Instagram this week?” Stop doing this!
Create your content themes and then work out which platform works best for you. And plan ahead as much as you can. So, if you’re a baby brand wanting to be the ‘go-to’ place for settling techniques, then you might want to do something about the top ten teethers, for example.
This theme might start life as a blog for your website, but it may also be the springboard for curating some videos showing parents road testing a few on your instagram page. You might also use your blog as a means to invite customers to a Facebook Live you’re doing with a teething expert.
Your tactics will vary but the story you’re telling should always concentrate on the value add. On the human at the end of it all. On creating a tangible feeling that makes customers not only engage but also love you brand enough, to keep coming back for more.
Feeling inspired, and want more help with your content strategy? Let’s talk. Click the button below and book in a Zoom coffee.