5 Brand Storytelling Mediums (and why they work).
Brand storytelling is the future of content marketing; it isn’t just another buzzword.
I remember the first story that ever grabbed me, hook line and sinker. It was “The BFG”; front to back I read it, over and over again. The cover was battered and some of the pages were falling out.
I can feel the weight of my duvet (I always used to hide away and read in bed). I’d normally have a pint glass of squash next to me and at some point my Dad would bring me a few slices of toast.
“The BFG” quickly moved into the Harry Potter series. We were the family waiting outside Waterstones for every new book release. The old man would read it first and then hand it over to me. I’d devour it in 24 hours.
These memories have stuck with me purely because of the power and impact of storytelling.
I was a young’un with stars in my eyes. Magic and mystery were my bread and butter. The joyous words within those pages transported me to another world; they always will.
These stories created images in my mind and gave me a pinwheel of different emotions. They taught me about relationships and the world around me.
They were, in a word, gold.
Storytelling for business is no different. It forms the core of any value-driven content strategy.
It isn’t a sales pitch. It isn’t a keyword stuffed article. And it certainly isn’t you preaching your business mission at a silent audience.
Brand storytelling is a narrative; it’s an emotive, authentic representation of your brand and the journey you have taken to get to where you are today. It’s an interaction with and for your dream customers. It’s a genuine stream of words intended to captivate and inspire.
Ooh. It sounds tasty, doesn’t it?
Personal brand storytelling can take endless forms. Finding the right medium for you is a key part of the process.
Storytelling in business is an art; done correctly, it can transform a brand.
The REALLY exciting part? Your story can be crafted in so many ways; each one subtly revealing fresh sides to your brand, connecting with new audiences and eliciting different responses.
Effective storytelling experiments with these distinct mediums; here are five of them and the reasons they *seriously* work.
The Written Story
The written story is perhaps the most attainable form of storytelling; plus, it’s the least nerve wracking.
Your written brand story will be visible through blog posts, your website copy, social media captions, articles and books; essentially, anywhere you use text to promote your business activity.
It can stand to be a tad MEATIER. The type of content your audience wants to absorb with a cup of coffee. Copy they will save, ready to refer back to time after time.
All you need is pen, paper and a burst of creativity. You can then repurpose your core written story across all your relevant channels.
It also has the massive added bonus of flexibility and poetic license; your readers have the space to create their own internal visuals based on the beauty of your words.
The Graphic Story
Graphic stories can come in the form of anything from animation to iconography. Particularly when you’re working in a creative field, it can be a dynamic way to share your story in new, imaginative ways.
I adore graphic stories (when they are done WELL) because often the viewer will be surprised by the emotional response it brings about – I mean, hello, how many of have cried at Disney?
It can be as simple as a graffiti display that encapsulates your brand story. Or even an infographic showing your journey.
I love this graphic story from my previous 9 – 5 and a current client of Badger Creative; it focuses on the stories of a specific group of people the charity supported, and how the project changed their lives.
The Spoken Story
This is the story you tell in person; that live, raw, totally *real* version of events.
You might tell your spoken story as part of a pitch. It could be at a speaking event or a networking introduction. Perhaps it’s when you’re on a panel or running a presentation.
This one… well, it can be pretty scary. But me-oh-my, is it powerful.
Towards the end of 2019 I was invited to speak at a new women’s networking event, Wine and Work. The brief was to discuss the role of social media and “content for good” as a small business owner. Sure, I could have gone up there and promoted my own content services. But, ew.
Instead I stood up and talked about the journey that led me to where I am today. The way social media impacted that – both negatively and, now, positively.
I had notes written down, but in the end I spoke straight from the heart. The response was *HEART EYES*.
People connected with my spoken story because they could see it was honest. There was no hidden agenda. And it resonated.
TED talks are a fantastic example of spoken stories with a plethora of impact. Check out two of my favourites; Sarah Kay and Brene Brown. Delightful.
The Audio Story
The audio story is one that’s growing in popularity; basically, it’s the spoken story… but recorded.
Mostly here, we’re looking at podcasts. In the UK, around 7.1 million people listen to podcasts erry damn week – that’s 1 in 8 people.
They’re a brilliant way to match up your authenticity and professionalism; your audience can still connect with your personality, your quirks and the passion when you speak, while recognising that you are a Slick Rick hosting (or guest starring on) a reputable podcast.
Technology and digital services are now making it easier than ever to join the podcast game – for readers based on the South Coast, take a look at Andy from Puls8 and his brand new podcast subscription service. It’s a goodun.
The Video Story
Video stories take things up a notch; put on your big kid pants, it’s time to sit in front of the camera.
There’s something about video storytelling that feels UTTERLY TERRIFYING to many (me included). And yet, I’m sorry to say, but it’s probably one of the most effective ways to tell your story.
Users reportedly spend a ginormous 88% longer on a website if it features a video. On Facebook, an average of 8 billion videos are viewed DAILY. On Instagram, 72% of users will buy a product once they’ve seen a video of it on the platform.
I mean, crikey Mikey. Those numbers speak for themselves.
Due to the personable traits of a video, and the feelings delivered through everything from facial expression to the way you gesture your hands, a video story is easily the most emotive.
It isn’t cheap and it isn’t quick; but it’s the best way to show the world your true self and share your story with as many engaged individuals as possible.
Lol me telling my “video story” on BBC News Live towards the end of last year
It’s the innate power of stories that will turn someone from a disengaged, passive witness to someone who fully buys into you and your brand.
