The spirit and core of any business are human connections. In order to raise and nurture brand awareness, we need to connect, and storytelling gives us an opportunity to do so.
Every toddler loves listening to fascinating stories and, as we grow older, we respond to tales and yarns. Here at All Good Tales, we encourage brands to infuse the magic of storytelling into their marketing or public relations campaigns so as to tap into people’s emotions.
To discover how we can help you to build brand awareness for your business through a great story, request a story consultation here.
Effective stories provide big prospects for increased brand awareness and that’s why it’s crucial that businesses take the time to create a plan to outline their approaches to storytelling.
What Is A Brand Story?
A brand story is more than a tale and content. The story goes past what’s scripted on a website, the content in a pamphlet or the presentation used to pitch to sponsors or clients. Your story isn’t just what you tell people, it’s also what they believe about you based on the motions your brand sends. The story is a broad image made up of facts, feelings and analyses, which means that part of your brand story isn’t even told by you.
If you want to develop a flourishing business and a brand that will garner dependability, and if you’re fortunate to become adored – then you have to begin with your story.
Once upon a brand
The story should come alive with that click made in the client’s mind when they hear about your name for the first time, when they see your logo, visit your website and experience your collaborations on social media. The motions you send about not just what you do and how well you do it, but about what you stand for, form a wholesome picture of your brand. Brand promotion often happens when you are not present, and your client is telling a friend how your product made an impact in their life.
Stand out among competitors
A brand’s narrative can set a company apart in a competitive sector. A strong story should be original and engrossing so that it captures your audience’s attention. It should motivate them to engage with you and your brand. Your story should let them into your world and if your clients see what they like, they will share your stories with others thereby increasing your brand awareness. Significantly, a brand’s story can change consumer perceptions, especially if you want people to echo the narrative on your behalf.
Take for instance the Ford brand which uses storytelling to emphasise its passion for its products. When launching its Focus RS sports car in 2016, the company produced an eight-part documentary on the making of their sports car. The series went out each week on YouTube and showed how a team of engineers were under massive pressure to meet tough deadlines. They unveiled the true story – obstacles, disagreements, compromises and finally accomplishment. Once you watch this, you start to see Ford cars in another light – with admiration as to how much passion goes into creating their makes.
Do not ‘sell’ your story
Brand stories are simply not ads. Concentrate on making that human connection by sharing information and answering questions. Think about what your existing and potential clients want to know, not what you want to tell them. Allow your brand persona to be heard by writing in a conversational style. Keep it short and keep it original. Be consistent as well. Whether it is your website, a blog or a media release – the story needs to be fused as one.
If these tips don’t inspire you to tell your brand story well – what else would?
Here at All Good Tales we are doing great work for brands like Kingspan, Ancestry.com and DAA, to name just a few. We are building brand newsrooms, executing exciting PR strategies, and training key staff how to source, structure and tell great stories. For more free consultation, please click here or call Gaye on (01) 254 1845.