Once upon a time, there was a person who sought the product offered by a small company. The company provided an excellent solution to that person’s problem, as well as superior customer service, a beautiful website and even social media accounts. Alas, the person did not know about the company, the website, or the social media accounts, and so the person was unable to get the product that he wanted.
Sound like a problem that your company may be facing? Exposure is a major part of building business success. It always has been, and the invent of the internet was once thought to be an answer to that problem. Now though, you are forced to complete against millions upon millions of brands seeking exposure of their own. We know that exposure is maximized online these days by increasing engagement. The more people who engage with your social media accounts and your website, the bigger your audience will grow, thanks to algorithms and human nature. Engagement is often best achieved through fantastic storytelling. In the last blog post we looked at the components of every great story, so now let’s apply those to marketing:
Tailor Your Story
Start by thoroughly understanding your target audience. What are their needs, desires, pain points, and aspirations? What values and beliefs do they hold? Knowing your audience allows you to speak to them on a more personal level, to tell them a story you know they’ll want to hear.
Your Story Should Express Brand Purpose
Clarify why your brand exists beyond just making a profit. What is your brand’s mission and vision? How does your product or service make a positive impact or solve a problem for your audience? Your brand’s purpose should align with the values and aspirations of your target audience.
Develop Relatable Characters
In the context of a brand story, your “characters” might be your founders, employees, or even your customers. Create relatable and authentic characters that your audience can connect with. Share their experiences, struggles, and triumphs as they relate to your brand’s journey, but keep in mind always that your audience will only connect and engage if they relate to the characters.
Establish a Unique Brand Voice
Define a unique brand voice that matches your brand’s personality and values. Whether it’s friendly, professional, humorous, or inspiring, consistency in your brand’s voice helps build recognition and trust.
Craft a Compelling Origin Story
Every brand has an origin story. Share how and why your brand was founded, including the challenges and obstacles you overcame. Your origin story should highlight your brand’s values, mission, and the problem it aims to solve.
Weave Emotional Appeal
Use storytelling techniques to evoke emotions in your audience. Share anecdotes, testimonials, or case studies that demonstrate the positive impact of your product or service on real people’s lives, but don’t be robotic about it. Cold facts and statistics have their place, but if you want a post, an advertisement that really sells your brand, you need to weave in real emotion. Relate the story to the customer’s day-to-day life. Make them cry. Make them laugh. Make them feel. Emotions create a deeper connection with your brand.