You might be wondering, what the heck is brand storytelling?

Brand storytelling is how narratives are used to connect products and services to their ideal consumers, taking people through the customer journey. Brands tap into buyer psychology by understanding that people love stories. From anecdote to emotional connection, companies tap into the mind of its ideal reader to encourage connection and conversions to their sales.

In short, brand storytelling is marketing with words (copywriting).

Where is brand storytelling useful?

  • Instagram captions
  • About page
  • Sales page
  • Landing page
  • Product description
  • Website home
  • Facebook ads
  • Instagram ads
  • YouTube ads
  • Google ads
  • Blog posts
  • Emails

What is an essential part of brand storytelling?

  • Having a tone/voice for the story you tell. Are you trying to build intrigue through mystery? Make people laugh? Make them feel a powerful emotion?
  • Having a good beginning, middle, and end to every story you tell. Good stories don’t need to go on forever. An anecdote that’s brief yet memorable are the kind that people love at dinner parties — it’s the same thing for stories you tell online, too.
  • The story needs to have a point. Does it have a call to action? Does it invite food for thought? Does it provoke someone to have a desire?

Consider the brand stories you’ve been telling. If you don’t have clarity on your brand story, take some time to brainstorm (15 minutes) stories you’d like to share/include with your biz.

 

Ariette Hung