5 Tips for Crafting Compelling Brand Stories

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In my last post, I wrote about content marketing your brand.

This week, I decided to write on a related topic – brand story-telling.

Today, the more I look at brands owned by small and medium-sized business, I am not convinced that they are telling their brand stories well. And if they are, are their stories resonating with their target audiences?

The Internet has almost leveled the competitive playing field. So it doesn’t matter whether you are running a small, medium-sized business or large multi-national corporation…storytelling is a powerful marketing tool.  Even better news for small businesses, Neil Patel and Ritika Puri states, “Good stories give big voices to small ventures.”

I recently came across this short video that speaks to five tips on what makes compelling brand stories from the storytellers’ perspectives.

As you heard and saw, it does not matter the industry in which you operate, there are brand stories to be told, and by engaging with your customers, they can help you tell them as well.

Tap Into Childhood Memories

Remember when you were a child and you listened to stories, either around campfires, or from friends and family members?  In my family, my dad was the story-teller.  He told us a lot of interesting stories, including folklore that could have only originated in the tiny village in which he grew up in St. Vincent (He claimed they were all true).

Whatever the story, he always set it up in a way that you felt compelled to almost hang-on to every single word that he had to say. That’s what you must do with your brand stories – set the tone, early in the game; prepare your audience for some awesome content…then do not disappoint!

Benefits of Storytelling

There are many benefits to storytelling. Check out this infographic from Fathom and note the many reasons why good storytelling is great for business.

Storytelling Infographic – source Fathom

In case you found the infographic too detailed, here’s a brief summary:

Good storytelling can increase revenue, and compel people to change and act.  To realize these benefits, the key is to master the art of crafting a great story.

Where Do You Find Stories?

Where do I find stories is a huge question that we often help clients answer and I will share some of them with you.  Firstly, think creatively and carefully of your brand, then write down the answers to these questions.

  • Do you have a story of how your brand came to be?
  • Do you have a story about how your business got started?
  • Do you have a story about growth, challenges, things that worked or didn’t work for your business, success stories, best practices…I think you get where I am going with this one, right?
  • Ask close business partners and associates for ideas that relate to your business and turn them into stories.
  • Did you sponsor an event or make a donation to prove your corporate social responsibility?
  • Or, maybe you have been invited to speak to university students or at a business conference.
  • Ask yourself, what’s your product or service? What story do I want to tell?  Who do I want to read my story? What media will I use to tell my story?

Whatever story you decide to craft, tell it in a way that positions your brand as a problem-solver; as something that your target audience will want because they can relate to how using it can benefit them!


 

Tell us your interesting brand stories?  Or, let us tell it for you.  Tweet us @TanyersComms; engage with us on Facebook, or leave us a comment.  We want to hear from you!

Define Your Audience

Defining your audience, the focus of this blog post, should set the appropriate tone for your next web writing project.  In this context, we are all writing for the Web.  So, be encouraged to write compelling stories and have awesome conversations with your intended audience.  As digital communicators, its key for all of us!

Tip#1- Define Your Audience

Before you start writing for the web, ask yourself, “Who is my audience.”  “For whom am I preparing this content?”  “Who will read what I am writing?”  Knowing your audience is paramount to refining your writing. Should your tone be conversational? Are you writing for a corporate audience?  Maybe you should write in teenager-ism?  No matter how excited you are to tell your story, be sure to tell it in the right context, that is, to the right audience that will get you the response that you want. In other words, defining your audience is a primary step to ensuring that you are effectively communicating with them.

One day, amidst tears, my five-year old daughter said to me:

“Mummy, I hear what you said, but I cannot understand all those big words you are using.” (Imagine my horror?) 

It’s the same when writing for the web. If you don’t tailor your message to your audience, it and they will be lost.  In other words, ensure the meal that you prepare soothes your guest`s palate. In fact, if defining your audience was a math equation, it would read: Targeted Audience + Rich Content = Awesome Conversations; a web writer’s dream!

Web readers are busy and only read content that they find interesting and that speaks to them.  After all, who doesn’t like having inspired conversations where you feel that the other person “gets” you? Once you know your audience or web visitors, engage them with great conversations, then sit back and watch them return like metal to magnet.

Wait…what? You still don’t know your audience? Then you run the very high risk of not reaching them at all or momentarily grabbing their attention but quickly losing them, along with your anticipated return on investment in your website, blog or other Web medium.

Next post: Creating Eye-Catching Headings.  Happy Reading!