Storytelling is one of the most powerful ways to breathe life into your brand and often called one of the main components of a content marketing approach. Creating a well-defined message is key. In order for consumers to form a personal connection with your brand, company stories must be authentic, creative and inspirational. Just remember that it is your brand’s personality you’re sharing, your customers want to experience it with you.
How a person feels about your brand typically determines whether they buy your product. Knowing your story is important, but knowing who needs to hear your story is even more critical. By understanding your reader, you will be able to tailor your story specially for them.
"Stories are continuously evolving and spontaneous interactions are frequently based on community memes, popular culture and events." - Lee Odden
Any medium can be used to tell a story, including blogs, film, print, social channels and multimedia. Each medium evokes a different reaction from your audience, so stories must be tailored to fit. Short, snappy messages work best on television and the Internet, while online conversations, conferences and seminars provide a personal connection.
Let's look at applying storytelling to a web platform:
The web is a medium in which content can grow and change instantly, unlike its printed counterparts. Since the web is a platform for communication, it’s our job to create solutions that will adapt to its changing landscape while maintaining the theme, upholding its correct messaging, and applying an intuitive visual structure. Every aspect of the design - from the icons, typography, photography, and interaction - should be carefully and consciously selected to help to support the thread of the story.
Stories are captivating for a reason, it gives us the opportunity to unleash our imagination. Continue to listen as your story unfolds so you can test the reactions of your audience. Let this help determine how your brand evolves. As your objectives and goals shift plan new initiatives that propel your story forward and inspire renewed calls to action.
The goal is for customers to come back for more. Why not try storytelling as an interactive approach to entice customer engagement?