A brand’s image is closely associated with what it says and how it says it.
We have all seen how an ill-timed tweet or mistake in marketing or advertising can tarnish brand’s public image. Cases such as Pepsi’s ill-fitting ad with supermodel Kendall Jenner or Blackberry’s marketing team using iPhones to send their tweets come to mind.
Storytelling helps stop silly mistakes and helps create a narrative, which supports your brand’s image. Storytelling is an integral part of your brand’s marketing strategy.
Here at All Good Tales, we believe in the power of storytelling and have witnessed first-hand the benefits it can have for all areas of your business. To help you take the first steps to building and maintaining your brand’s image, we’ve put together three simple ways you can include storytelling in your brand’s marketing strategy.
Create your narrative
A brand narrative tells your existing and possible future customers who you are, what your values are and what makes your brand unique. Is it the tool through which you identify and communicate with your target audience.
One of the first steps in building your brand narrative is t share your founding story. This will give your audience an insight into who you are and how your business came about. It will also help set you apart from your competitors.
Included in this, make sure to identify what makes your brand unique. Each and every organisation has something, which makes them distinctive. Here at All Good Tales, we call these your Magic Slice topics. These can be likened to your focus areas but better. They are areas you can become thought-leaders on. Areas that embody your brand and that you promote and understand. Make sure to identify yours and use them in everything you do. This will help bring cohesiveness to your brand.
Once you have all of your elements gathered put them together into a neat narrative. Include an “Our Story” section on your website or write an informative blog post. Tell your audience your story and what you’re passionate about.
This post should be the heart of your brand. It should inform and influence everything from your social media posts to your advertising campaigns and newsletters.
Identify your target audience
Once you have identified your narrative and your Magic Slice topics it’s then time to identify your target audience.
Segmenting your target audience into different categories will allow you to know each group needs and wants. Identify who they are, their characteristics, what they want and how you can communicate with them. This will enable you to make the most of your storytelling abilities. You will be able to tell the right story to the right people at the right time.
You can also identify your audience by engaging with your current users or customers. Use Google analytics or reach out on social media or online to talk to your current audience and see the areas of your brand they engage with and where you need to improve.
If you take the time to identify your key target audience and you will eventually find it easier to create thought-provoking and engaging stories that will resonate with your audience.
Create your marketing campaign
Once you know your audience and know your narrative you now have the tools to successfully begin creating your marketing campaign.
One of the best ways to achieve full impact is to share your campaign across multiple platforms. All audiences are beginning to use more and more digital technologies across more devices so it is important digital marketers stay on top of all trends and use all social media platforms.
It is also important for digital marketers to utilise all forms of marketing when carrying out a new campaign. Social media, email, search and offline marketing activities should all be included. This allows you to create a cohesive campaign.