It is difficult to define branding with the help of one or two words because branding refers to a context. A company’s backstory needs to be studied in order to comprehend its branding. As there are brands galore, so are brand backstories.
All brands have a backstory. Be it a big corporation or a small startup, if it’s a brand, it has a backstory. Susan has correctly pointed out branding is all about storytelling. Connections with audiences are made by people who are associated with brands. Such connections turn into relationships and brands get a chance to tell their stories to the customers.
Does that serve a brand’s purpose? It does. A brand story informs potential consumers what are the values and ethos that the company stands for. The difference between a brand and a mere business becomes clear when we tap on this aspect. A business tells its customers and prospective customers what it sells. A brand on the other hand, tells them what it is.
Social media can be best used to harness the power of brand storytelling. Social media has been regarded by experts as an indispensable tool that can be used to speak to people. Thus, social platforms should be used by brands to tell their stories to customers.
Brands therefore, need to appear as humble, gregarious, transparent and above all human to their audiences so audiences could reverberate these qualities. That’s the stepping stone to for a brand to carve out a loyal follower base.
Experts believe an apparently Innocent tone of voice does more good than a deliberately done strong trail of awareness. The innocence lets the customers to share their opinions and that in turns helps create a solid bonding between a brand and consumers.
Does that mean the surprise and delight modus operandi would fail to yield positive results for brands. Not really. But the problem with this approach is that it can’t be repeated over time. Also, audiences always take such approaches with a grain of salt. Thus, it’s better for brands to stick with storytelling strategy to win consumers.
Brand storytelling is not as easy as it might sound. As a brand you need to tell your audiences who you really are. When you write a story, you need a main character. In the same way, your brand is the main protagonist in the story that you want to tell your audiences. Brand storytelling could become a success if you could make people psychologically mingle with the brand.
You also need to define a number of things in order to capture people’s attention. This is highly important because if you don’t get enough visitors and enough number of shares to build a robust community, no engagement will be take place between the users and you. If there’s no engagement, there’s no point telling the brand’s story.
The second important tips to keep in mind in order to be successful with brand storytelling is explaining to your audiences why you are on social media. You can’t tell your audiences that you are on a social platform for marketing purpose. So you need to tell them some other reason.
Once you share with them why you are on social media, explain to them how that ties up with your business goals. A story should make sense. If there are so many loose ends, the story lacks coherence and readers won’t be interested to read it. So you need to convince your prospective customers that your being on social media is justified by your business goals and it’s something that audiences should show interest in.
A vital part in brand storytelling is identifying your audiences. Every writer thinks of his/her potential readers before writing a story. As a brand owner, you should think of communities and audiences who are most likely to become your customer.
Communities are normally more powerful than individuals. If one person is impressed with your brand value, he/she may spread it to others. So just as it is more fun to tell stories to a large group of people instead of one or two people, reach out to more people for brand storytelling.
If you keep the above discussed tips in mind, brand storytelling will be easy for you and you’ll be able to pull customers.
What do you think of our interpretation of brand storytelling? Do you want to add anything? Tell us in the comment.