Jun 12 2018
“Storytelling is the most powerful way to put ideas into the world today” – Robert McKee
The minute you wake up, look out the morning sun, and turn on the TV, a story is already being made. When you take the train ride to work and hear the daily gossips of fellow commuters, a story is being shared.
Storytelling is powerful. And it’s a tool that you, as a business owner, should be capable of using if you want your brand to be something people will remember when they see your product.
The Art Of Storytelling
The art of storytelling has been part of human societies since the beginning of the first civilization. Ethics, historic moments, and even moral ideas have been passed on from generation to generation through storytelling. It’s a powerful tool in shaping people’s opinions towards something and must be used responsibly.
Storytelling is imparting an idea to your audience and giving them something to think about after hearing what you have to say. Storytelling is hitting the audience right in the feelings and to rile up their emotions to take action – and if you’re a brand, you’d want the audiences to take an action towards you.
Making your brand a household name isn’t easy, especially with the market being more distrustful and pessimistic about brands. But with a compelling enough brand stories, you can sway the market and gain a large following.
Storytelling And Branding
Before you can use storytelling in your branding strategy, it’s first important to know what branding is.
According to businessdictionary.com, branding is:
“The process involved in creating a unique name and image for a product in the consumers’ mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.”
Branding isn’t a sales strategy, nor does it aim to sell your product. The purpose of branding is to create an image that your customers will remember when they see your product on store shelves.
Branding is about letting people know the essence of your business. It tells people why your business exists and the principles behind its existence — The heart of a business.
And the best way to impart something like that your customers is through telling them a story.
Both branding and storytelling require honest and authentic communication with the audience for it to be effective. Without brand authenticity — if your brand does not have a heart — your brand will not get through to the people and will face a lot of anti-branding that can ruin your business.
How To Use Storytelling In Branding
How to tell your brand’s story to people will take time and effort. But first of all, you will need to have a story.
Why does your business exist? What does it stand for?
In order to make people fall in love with your brand, you must first find out what made you decide to make your business in the first place: what was your inspiration? Your purpose? Why did you decide on starting up the business?
This is perhaps the most powerful brand story you could tell your audiences. And is the one story that could gain you the followers you need.
Showing your audiences know that your brand is born from a meaningful purpose will touch their emotional senses and make your brand more memorable to them.
But this can also be bad for your business – if you’re not honest with your customers.
Telling a brand story will always highlight the heart of your business, but if it does not show in the way you interact with your customers and in the service you provide, you can expect that customers will not be swayed by your brand story.
If you promise your customers that you can deliver on time, but you’re always delayed? It won’t work. If you tell them your brand’s principle is to make happy memories with the people you care about, but you don’t give them the memorable service they deserve? It’s not going to work.
When it comes to branding, the honesty of your words is important.
Go And Tell Stories…
It may look like an odd mix, but storytelling and branding go hand-in-hand. Both have the purpose of implanting an idea into the audiences’ mind that they can ponder on and probably influence them to take action.
But “with great power comes great responsibility” so it’s important that you go beyond the stories you tell and show your audiences the heart of your brand through your actions.
If you’re having a hard time building your brand’s authenticity online, it would be wise to seek the help of SEO specialists to help you with your branding strategy.