It takes time and practice to incorporate brand storytelling into marketing planning to achieve results. If a company has a clear story content, it will be consistently communicated no matter who is telling the story, which is very helpful. When using brand storytelling as part of your marketing strategy, keep the following in mind.
First, be helpful, not hype. Telling clear, true stories resonates better with the audience than over-promotion. If the message delivered by a brand company sounds too good to be true, it is usually a false promise. Companies should look for stories that speak to users and tell how to help them. In this way, marketing will become more and more interesting and effective as you interact with users over the long term.
Second, put customers in the story. Let customers tell their own stories. Relevant data shows that 92% of consumers will read online reviews before buying, which is true for both B2C and B2B brands, because cost and time are often very important. Incorporating quotes, case studies and review sites into marketing strategies can help new customers feel more confident when making a decision to buy.
Third, convey the story consistently. Brand guidelines are one way to ensure a consistent story is told, but it must also be expressed consistently. Disjointed visuals, inconsistent micro-logos, and outdated content can all lead to consumer distrust. Incorporating tools such as digital asset management (DAM) solutions to support brand guidelines and organize the brand content of marketing will help ensure that the content is approved, consistent with brand attributes, and easily accessible, making it easier to tell a consistent story to the audience.
Before you start telling your brand story, you can learn from the examples above and create a story about who you are, identify your values and areas of expertise, and outline the real-life challenges in these spaces. Create stories that are meaningful to your customers, solve their problems and mobilize their emotions, rather than trying to sell them products.
Once you have your plans and content ready, start making your story public. Remember, brand storytelling does not mean telling the story of a brand or product over and over again, but should be centered on the experiences of real people and show them to customers to create an emotional connection, thereby selling products.
Brand storytelling is a complex combination of branding and marketing. The emphasis here on the story link is mainly to tell everyone not to forget the original intention at the beginning of creation. The story here refers to a story that can contain values and have a profound impact on consumers’ ideas.