Every brand has its own story; some just tell it better than the others. So learning to tell yours well can be the difference between brand engagement and brand abandonment. Stories are a powerful tool in human communication. To read a story is to feel an experience and to synchronize our minds with the subject of the story. Business Stories produce trust. But not just any story will do. You must tell a story that has the right and clear features and objectives.
If you want to build an impressive story about your brand, try the below techniques and use those elements to help you write a better brand story.
It’s quite easy to tell a story. You just need to think about how we might share an idea with a friend by relating it to an experience in our own life. Here are five storytelling techniques that can help you craft the story your audience shall engage with and share.
In essence, your audience is the story. They’re the stars; you’re just a supporting player. So before you do anything else, ask yourself three simple questions:
Who is my audience?
What do they need?
How can I help them?
Once you understand your audience, it’s much easier to identify the role you will play in their story.
You are not talking to robots! Never tell stories that are not true. Having a brand story is all about authenticity. But nearly any brand can dig deep and craft a story that fits its origins and promise, and that grabs customer attention because it’s not only relevant but real.
50% of every buying decision is driven by emotion. Focus on how your company’s unique offering appeals to things that affect the emotions of your customers and you will be more successful at creating an emotional connection to your brand.
Once you’ve engaged your audience’s feelings of hope or awe, you can keep them coming back. Use social media and your website’s quality content to build and nurture rewarding, engaging relationship with your audience.
There is a dramatic structure, also known as Freytag’s pyramid, which illustrates the key areas required to make a compelling story. Applying the elements of that dramatic structure to your stories will instantly help to make them more powerful and, most importantly, memorable. Below are some the main storytelling elements.
Splitting your business story into parts helps you remember the most important moments of the story, maintain continuity between incidents, and control pacing.
Tell your audience who you are and the objective your brand is pursuing.
The middle of the story is where you can get more detailed. Since you’re writing a brand story, this is where you need to look for opportunities to create situations, settings and drive feelings.
The plot is the sequence of events that connect the audience to the storyteller and his ultimate goal.
The theme is what the story is really about. It’s the main idea or underlying meaning. Often, it is the message that your brand wants to deliver to your audience.
While the end wraps up the story and clearly calls your audience to action. You can mention your brand, products, or services directly or indirectly at the end of your brand story. Without the above elements, it will be very difficult for audiences to connect with your story or your brand, and that means lower results and lower profits.Put simply, stories appeal to the emotional parts of our minds, which influences decision-making in a way that facts and figures can’t. This is why the best communicators use stories to spread their messages. Stories create a bond with the storyteller. We feel a connection as they share experiences from their own life. In short, crafting a compelling narrative around your company is essential for drawing in new readers on-line and helping to turn them into loyal customers.