The same is true for brands, as stories are what distinguish individuals. Marketers employ brand storytelling to promote a narrative that portrays a brand in a positive manner, thereby motivating its audience to take action.
What Is a Brand Story?
A brand story recollects the past events that sparked the establishment of your brand and then perpetuates that narrative as the unwavering force that propels a business into the present. It incorporates the how and why: the origins of your brand and the reasons it continues to SVBY.
Why Is Brand Storytelling Important?
For certain individuals, a brand story is not a straightforward narrative, but rather analogous to brand reputation—consumers’ collective perception, experiences, and emotions regarding your brand. Consider a small-town café that is antiquated and lacks a website or social media presence. Customers associate narratives with the café that are derived from their personal experiences, even in the absence of an official brand narrative that has been developed and promoted. Consequently, the business is less in control of the narrative.
In branding, digital storytelling enables you to assume responsibility for your narrative. The 2022 Edelman Trust Barometer demonstrates that consumers are becoming increasingly belief-driven. 58% of consumers either purchase from or advocate for brands based on their values and beliefs, while 64% invest. Therefore, crafting an engaging narrative enables you to communicate your brand’s identity and establish a connection with consumers through shared values.
Building a narrative brand is a strategy that businesses can employ to differentiate themselves. Even in niche industries, all businesses have competitors that provide comparable products or services. Consequently, a brand’s distinctiveness is defined by its narrative.
How To Write a Brand Story (Digital Storytelling Techniques for Building a Story Brand)
A story that is emotionally engaging and motivates individuals to take action is considered compelling. However, where do you begin? From the perspective of your “why” to search engine optimization (SEO), let us examine some storytelling techniques or steps that can be taken to ensure that you produce high-quality content.
Reiterate Your “Why”
It is time to engage in introspection before we discuss the integration of brand narrative into your SEO content strategy. Trace the events that have brought your brand to the present day and recall your purpose. During this process, it is important to consider the purpose beyond the bare act of making a sale. Instead, ask yourself the following questions:
- What motivated me to establish my business?
- What is the objective?
The flow of your brand narrative should be inspired by your introspection, which should reignite your brand’s purpose. For this, you may consult the quality content narrative of GoPro, which is provided below.
Understand Your Offerings
Nevertheless, the emergence of a critical brand is not always the case. In all honesty, some entrepreneurs establish their enterprises solely for the purpose of profiting, which is not necessarily a negative development. Therefore, it is possible to introduce a new purpose to your brand story in order to enhance its energy.
Therefore, it is imperative that you comprehend your product or service by posing the subsequent inquiries:
- What issues does my product or service address?
- In what ways has my business been contributing to the global community?
The highlights of your product or service and the way in which it is affecting the lives of your customers can either be incorporated into the developing narrative or serve as its starting point.
Involve Your Customers
Consider conducting an inquiry directly with your consumers while you are evaluating the impact of your offerings on their lives. Asking consumers for their input provides you with a variety of viewpoints that can be used to enhance your branding narrative. In your narrative, you have the ability to portray your consumers as the protagonist and yourself as their ally. In this case, your objective is to:
- Request that specific consumers provide their experiences with your product or service.
- Identify the most prevalent challenges that consumers encounter prior to discovering your brand.
Making your consumers the protagonist of your narrative enhances the relatability, appeal, and relevance of your narrative. The hook is the stories of your consumers.
Decide Your Call-to-Action (CTA)
It is imperative to have a precise understanding of the action you wish your audience to take, regardless of whether the purpose of your narrative is to share your brand values, invite partnerships, or simply inform. Your call to action (CTA) would also contribute to the development of your narrative. In branding storytelling, much like any other SEO content strategy, your call to action (CTA) can be expressed as follows:
- Purchase a product or service.
- Participate in a complimentary trial.
- Subscribe to a newsletter.
- Contribute to your local community.
It is important to bear in mind that a call to action (CTA) serves as the signpost for your narrative regarding the conversion of viewers. Your audience is unlikely to take action and will likely depart without knowing the next step in the absence of a clear call to action.
Choose a Medium
Although it is possible to choose a single medium to convey your narrative, such as a video, we suggest that you employ all available options to share your story. If executed in a cohesive manner, every digital storytelling medium, including podcasts and blogs, can enhance your SEO content strategy. Furthermore, you have the chance to collaborate with other brands or influencers to create branded content that will broaden the audience for your narrative. This enables you to:
- Collaborate with an SEO content writing services agency to guarantee that your narrative is executed flawlessly, from pre-production to post-production and marketing.
- Establish connections with influencers who are highly relevant to your audience and industry. Branded content should generate profitable outcomes.
It is reasonable to assume that the medium of your story is significantly influenced by your budget. Therefore, it is imperative that you inform your SEO content writing services specialist of this information.
More Storytelling Techniques and Tips
Composing a brand narrative is a challenging endeavor. The process of establishing a story brand is diverse due to the fact that stories appear in a variety of shapes and sizes. Before we delve into a few brand storytelling examples, here are a few quick, essential guidelines to help you sell your narrative:
- Ensure that you remain consistent with your brand. Despite the fact that brand storytelling allows for the free movement of creative ideas, it is important to ensure that every element of your narrative is consistent with your brand. Reliability is communicated through brand consistency.
- Maintain authenticity. Draw inspiration from your competitors, but resist being constrained by them. Emphasize the unique qualities of your brand, including your team and products. Authenticity will distinguish you.
- Incite feelings. Although your audience may not recall every detail of your narrative, the emotional impact it had on them remains with them for an extended period. Emotions have been demonstrated to facilitate memory retention.
- Utilize digital storytelling tools. Work within your budget by being aware of your options. Features of digital storytelling tools can facilitate the production process for your brand.
Brand Storytelling Examples
In order to motivate you, the following are three instances of brand storytelling. Both of these examples elicit emotions and motivate viewers to take action; observe for yourself.
GoPro
GoPro’s most recent brand narrative commemorates its twentieth anniversary by revisiting its origins. Nick Woodman, the founder of GoPro, recounts an inspiring story of the company’s evolution and the beginning of his journey in 2002.
Whole Foods Market
Whole Foods Market’s humble origins are recounted in The Whole Story, a title that is aptly suited to the supermarket. The video spans more than 30 minutes and chronicles the founders’ accomplishments and challenges throughout the years, beginning in the 1970s.
