Sharing Your Brand Story through Content
In today’s marketplace, it’s not enough to have a great product or service. The best brands go much deeper and connect to consumers on an emotional level. Just think about the brands you personally love and buy. Talkwalker, a social analytics firm, just released its list of the world’s favorite brands. You’ll probably never guess which international icon tops the list - Lego. Other brands that made the top 10 were - The Container Store, Celebrity Cruises and Four Seasons Hotel. Most people played with Lego as children, which is one reason we connect so readily with the product. As adults, we buy Lego for our children and maybe even invest in some of their kits for ourselves. It’s a brand we love because it’s part of our story. Every brand on the Talkwalker’s Top 10 list has at least one thing in common. They all use storytelling to connect with consumers as part of their brand love message.
How Storytelling Fits into Your Content
Authenticity is a premium in marketing that modern businesses can’t overlook. Today’s consumer is bombarded with thousands of marketing messages every day. To rise above the noise, your content must consciously steer clear of pushy sales pitches. Instead of talking about how great your product is, focus on what your product can do for your audience. This is where storytelling comes in. Storytelling weaves in emotions and makes connections with the customer on a personal level about your brand and why it matters. It’s the difference between remembering your brand because of the images it evokes and being forgotten among hundreds of other brands. Remember the words of Maya Angelou: “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
Ideas for Creating a Story
Storytelling through your content is a narrative that usually involves characters, conflict, and resolution. IKEA does it well through their videos. A wife is looking at the husband’s pile of junk in the small bedroom. The husband doesn’t know how to solve the problem. IKEA’s self-help guru saves the day by suggesting IKEA furniture for storage and space-saving solutions. Folger’s has used storytelling for many years to sell its coffee. Remember the ad where the son comes home and makes coffee for the family to wake them up? Hallmark heightens emotions with their Mother’s Day commercials.
Here are some ideas to develop content that tells a story:
- Tell stories about real people using your product.
- Show your customers how your brand is made and the hard work that goes into it.
- Educate people using data to back up your story.
- Create serial episodes, almost like a TV show to entertain people.
- Demonstrate how your brand is “changing the world”. Now is as good a time as any for this one!
Keep in mind, though, that while stories can be factual or fictional or a bit of both, the emotion and feeling a story arouses must be a real experience for the intended audience. It must resonate and relate to real-life experiences, memories, hope, excitement, joy, love, and so on.
Storytelling Cultivates Brand Love
Historians have used storytelling for generations to pass down heritage and culture because people are designed to respond to stories. Storytelling can be used in marketing to make your brand more accessible and memorable. It gives your brand soul.
Make storytelling part of your content strategy to stand out in the crowded marketplace. MintCopy has a team of experienced SEO writers who can take your stories and make people fall in love with your brand. Contact our content agency to learn more about our services.