Once Upon A Time…..
Social media and technology were non-existent. If we travel back in time we heavily relied on other sources such as television, books, newspapers, and magazines. We also relied on story sharing.
Who doesn’t love a great story? Since the beginning of time, skillful storytellers have spun tales to explain, entertain and preserve the histories of families and nations alike. Well-told stories can stir fond memories of people and events, weaving together the threads that run through our lifetimes. Young or old, we all love stories. Even in today’s fast-moving high tech world, stories are something that all online users have in common.
What is Brand Storytelling Today?
Brand Storytelling has exploded along with society’s digital transformation. It is one of the best ways to use social media to communicate with your target audience. It allows you to effectively connect with your audience emotionally and intellectually. In the hyper-competitive atmosphere of the tech-crazy 21st century, you can’t afford to make mistakes if you want to build a powerful presence for your brand. Storytelling nurtures trust and the ways you present your narrative through text, graphics, and images during each stage of your content marketing plan will hugely influence how your social-media audience is going to respond. Views, likes, shares and comments happen fairly quickly, so keep it simple.
Storytelling is on the rise in digital marketing and advertising and the main objective is to build customer and brand loyalty. Digital storytelling is more competitive now than ever, and the demand for creative thinking and writers grows.
In order to create a good brand story message, it might help to:
- Be human.
- Show why you care about your customers.
- Convey your passion for your product.
- Demonstrate why customers should trust you.
- Keep it simple, a key ingredient in reaching readers.
- Be consistent.
- Show some emotion.
One of the greatest examples of a brand-sharing story is Macy’s. The company logo is a star, its color is red and its company slogan is:
The Magic of Macy’s
The company brand message and storytelling could not be clearer. Does a message get more magical than this?
There are many compelling stories that have made consumers fall in love with brands. Some brands have even created social chemistry. Some examples are Google, Lego and Apple. Social media users are hungry for updates on any of those icons. Does Macy’s outshine them?
How To Begin to Tell Your Story
In our new “Content is King” world, your story will not be a smash hit overnight. You have a lot of competition. Storytelling takes time, effort, research and consistency. Content can be delivered in many ways, such as long form, short form, tweets, videos and images.
Timing is everything when posting a brand story, for instance, it is not a great idea to post during a holiday weekend, during the day of a big event or on a Saturday afternoon. For more information on best times to post on social media click here.
The Art.
Storytelling is an art, and every footprint you make along the way will bring you closer to your final masterpiece: a brand your audience loves. We are all drawn by color, images and creativity which will either connect our brains with a story or not.
The Science.
A great story can make or break a company or personal brand. It is a known fact that our brains and senses become more active when we share stories.
Storytelling is the social and cultural activity of sharing stories, often with improvisation, theatrics, or embellishment. Stories or narratives have been shared in every culture as a means of entertainment, education, cultural preservation and instilling moral values.
Our entire knowledge base stems from stories, and all cultures will continue rely on the creation of new ideas whether they are for entertainment, teaching or the workplace.
According to Study.com, since the manner of storytelling predates the printing press or even various other recordings of history, it’s next to impossible to isolate the very first instance a storyteller gathered an audience. The oral tradition and its sheer pervasiveness throughout cultures defies one given starting point.
Digital transformation will continue to flood us with creative brand storytelling, and just like books, target audiences will be anxiously awaiting to read your message.
Written by guest contributor, Audrey DeSisto
