Brand Storytelling Done Right
PR mavericks are constantly crafting new ideas and pondering over how best to energize content to optimize audience engagement.
Whilst, it is an attempt to elevate the brand impression, establish recall and connect to your target groups; it is simply not a technique or method that can be grasped in one sitting.
The art of story-telling or rather brand storytelling requires creativity, vision, skill and of course practice.
If this sounds like a lot of work already, these must-follow tips might just make you feel like a pro about it.
- Tell a story: Writings do not survive, the art of storytelling does; Doesn’t it! I mean who remembers a story word for word? But if you have presented it bearing in mind how best are you going to serve your audiences, nothing can stop it from forging connections between your brand and its consumers. Human temperament is such that it is wired for stories. It leads to better understanding, trust and connectivity. Once you move them with your powerful engagement, the resonance stays longer.
- Be truthful and genuine: Establishing an emotional connection is a must, however, keeping your communique realistic and full of facts is far more crucial. Today’s audiences are way ahead of times with constant exposure. In fact, their curiosity for brands can also turn them from customers to detectives in no time! So, be authentic, refrain from falsifying and fabricating your brand. In a bid to build a fairy tale brand, you could end up losing the ground it stands upon.
- Frame it: PR practitioners are somewhat under pressure to include jargon and buzzwords in brand building. Sometimes, even when we know it is out of context, it’s there because either the client insists or an editor will be happy to read it. It’s time we change this. Instead, have a framework in mind. Think about what the consumers will really care about. Consider a theme that will attract engagement. Infuse some facts to make it compelling. Think about how the brand has evolved, what problem it solves and how it can best connect with both, emotional and practical needs.
- Prioritize: A successful brand story always keeps its consumers as the protagonist. It isn’t about your company but how your products and services are going to add value to the lives of your target audiences. The company/brand takes the place of a supporting character. There is no need to overthink this because as humans, we are constantly associated with storytelling. One should also stop thinking like a marketer, and instead, focus on developing human interest.
- Clarity and honesty should be at the core of your communique
- Be conversational to establish a connection with your brand audiences
- Avoid being vague and overtly abstract while framing your brand story
- Identify client needs to create content
- Be specific towards your target audiences
Finally, it is the story which is going to be powerful, persuasive and permanent.