Stories are all about building connections. When you tell a story you connect to those listening.
Marketing and PR professionals have noticed this and are now using storytelling in their communications with their audience. Storytelling has become a power-packed tool.
Learn more about connecting brand story to your customer request a free copy of our Storyteller’s Manifesto here.
Over the last number of years, we’ve been helping companies tell their brand stories and connect with their audience. We’ve put together three of our top tips for how you can do it too.
Create your audience personas before telling your story
Before you start creating and telling your brand story you need to be aware of who is listening. You need to know who the audience is that you want to connect with.
Here at All Good Tales, we do an audience exercise with all of our clients. We map out their audience types and help create content for them.
We ask:
- Who are they?
- What do they want?
- What are their values?
- Where do they consume content?
An easy way to do this is to create a persona around your audience. Name them. Give them a background. Creating a character you can focus your attention on makes it easier for you to tailor your content to them and create the connection you’re after.
Share your own experiences (even the bad ones)
Today audiences value honesty and transparency more than ever.
Audiences recognise when a company is being truthful and when they are hiding something or putting out a story just for spin. This desire for honestly amongst audiences gives businesses the perfect opportunity to share their experiences.
It gives you an opportunity to share your story on how faced difficulty in the past. Maybe you overcame adversity, solved a problem or averted a crisis situation?
Mistakes make your brand approachable. How brands handle and share those mistakes can make or break your connection with your audience.
Show your values
What do you believe in? What are the values that drive your company?
Every brand has a set of values they constantly work alongside. Developing a strong connection with your audience means sharing these values in your story.
You also need to make sure these values line up with your audiences. You need to believe in the same things, want the same things and want to do about achieving them in the same way.
Show your audience you are a brand they can connect with, you believe in the same things they do and you show it through your brand story.
