How storytelling can transform your brand (and how to do it well).

Storytelling through your business is transformative.

No ifs, ands, or buts. Storytelling is a fantastic, inspiring and pretty much unparalleled way to take your marketing to the next level.

Because telling a story is about so much more than stringing a few pretty words together. It’s about connection. Emotions. Authenticity.

We know that emotions are a key factor in consumer behaviour. In fact, research has shown that emotional responses (based on our experiences and feelings) are a far stronger driving force in consumer behaviour than straight up information (such as brand attributes, facts and figures). And customer loyalty is directly impacted by the positive *all the squishy* feelings that a brand brings about.

Storytelling gives personality and purpose to your brand.

It removes you from the ~corporate box~ and places you into the circle of trust.

I mean, hello? Who doesn’t want to be in the circle of trust?

It allows you to stand out from competitors. No longer will you “just” be another garden shed company. Now you’re the garden shed company built on a legacy of outdoor adventurers and family values.

Now you’ve found your marketing narrative.

So, what does business storytelling actually mean?

Okay. I get that the phrase might sound a bit fluffy.

But there’s nothing fluffy about using stories in your marketing.

And there are some really simple (but damn effective) ways to capitalise on them. In fact, because I’m such a good Samaritan, I’ve rounded up 8 of my top storytelling tips when building your marketing strategy. You’re welcome, kitty.

Understand your target audience.

An obv-y, but a gold-y. If you don’t truly understand your target audience, how on earth are you going to create stories that resonate with them?

You can discover hell of a lot through good old analytics, but now is the time to actually talk firsthand to your audience. Find out what they like. What they don’t like. How they found you. The questions they want to ask you.

Dig deep and build a portrait of who your stories are going to speak to.

Find your emotion.

Sure. You don’t have to stick to one emotion throughout your narrative journey. After all, emotions are never linear; they stretch and bend and push and dip in and out of our consciousness.

But you should have a core emotion that forms the bubble around everything you do. Whether that is inspired, or excited, inquisitive or powerful. Match it up with the customers you’ve already gotten to know and boom: you’ve got the foundations. You’re ready to fly.

Define your narrative.

…or, your elevator pitch. Even if you don’t physically use the narrative anywhere verbatim, it’s important to have on the back burner to help define any content you put out there.

There are tons of ways to tailor your narrative, but in my not so humble opinion, it comes down to:

• Your mission – who are you? Why do you exist?

• Your vision – what can you become? Where are you going?

• Your values – what do you believe in? What guides your day-to-day?

Be authentic.

Be real with your storytelling. Use names. Actual experiences. Photos of your team. Wins. Losses. Real talk.

Consumers don’t just buy into your product; they buy into you. If you can give them an authentic snapshot of REAL stories that impact your REAL workforce (can I squeeze in another REAL..?), they’re more likely to let their guard down and invite you in.

And that’s REAL good (…knew I’d fit in one more).

Use your channels appropriately.

The thing that really excites me about brand and business storytelling, is how every single channel provides a different opportunity.

Use them to show a different side of your story. On Twitter, for example, harness the power of “less is more.” Who can forget, arguably, the most powerful story out there… at just six words long:

For sale: Baby shoes. Never worn.

A story that says so much by saying so little. And there’s no reason your stories can’t do the same. Take a look at every channel you have access to – blogging, newsletters, PR, Instagram, YouTube, Facebook etc – and think how your story can fit into different moulds.

Don’t forget credibility.

Although this post is all about emotive stories, there’s no doubt that a few facts and figures work wonders.

Sprinkle some credible information at appropriate (and SUBTLE) points just to remind your audience that not only are you all about connection, you’ve got the goods to back it up as well.

Use video.

87% of online marketers are using video in their digital marketing strategies. There’s a reason they’re all on the video hype.

Even just mentioning the word “video” in an email header increases your click-through rate by 13%. And it’s now suggested that video content takes up 80% of internet activity.

Video is a brilliant way to reinforce everything listed above; most notably, a sense of authenticity. How better can you forge a connection than by hearing and seeing the storyteller in action?

Encourage User Generated Content.

Why should you have to do all of the storytelling? Hand it over to your audience! Use your own stories to encourage interaction and reciprocation. You could hold contests asking for “your best outdoor memory” (man, I’m obsessed with this make believe garden shed company), or ask for photos and stories of your customers with your products.

The best bit? It takes the work off your shoulders.