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  • Laura Wessells

Using Storytelling To Connect With Audiences And Grow Your Brand



Everyone likes a good story, right? As we celebrate the National Day on Writing on Oct. 20, we at ShinePR have been reflecting on the power of storytelling to build brands. Today, audiences want to connect with the brands they choose to purchase from. Brand storytelling is a strategy that fosters an emotional connection and adds the human touch by telling the story behind a brand and why it exists.


If you are considering incorporating storytelling into your brand and marketing channel strategy, here are four tips to help you craft and share your brand’s story:

1. Make your brand story memorable. Memorable stories build brand awareness and consideration, leaving a lasting impression on audiences – one that audiences will remember when they are ready to buy. Your brand personality, voice, and specific writing are key components to creating memorable stories and forging a human connection to key audiences – plus the consistent use of an authentic voice and personality in storytelling reinforces your brand’s position in the marketplace. And it’s ok to be bold about grabbing attention from your audiences: add humor and spark emotion to create enduring impressions of your brand story. Wondering what makes a memorable topic? Your brand’s unique history, purpose, or customer outcomes all lend themselves to creating memorable brand stories.

2. Be relatable. When you make your brand story relatable, you have a stronger chance of creating a long-lasting, trusting relationship with your audiences. Remember to write and speak in a way your audiences will understand – a human way – instead of using business jargon. An approach that will allow you to get closer to your target audiences, including prospective hires, and make your brand more relatable is to introduce stories about your employees and the company culture. Let the storytellers be your people. Give them a voice and a platform to share your company’s culture and values through authentic, personal experiences and accomplishments.

3. Involve customers in your brand story. Even the most captivating stories need a co-star. Consider telling your brand story through the eyes and experiences of your customer. Customers can speak for your brand in an authentic, trusted, and unforced way. One way you can involve customers in brand storytelling is to ask them to create and share user-generated content. Brands that share user-generated content from their customers are able to build trust in an authentic, human way with target audiences. Think of your customers as brand loyalists, and know their reviews and recommendations have a tremendous influence over your target audiences. And when target audiences are exposed to your customers’ stories, they are more inclined to consider your brand and are more likely to engage with your content.

4. Let simplicity be your guide. Not all stories need to be 500 pages and have a complex plot. Remember whom you are targeting with the brand story and create your narrative with their needs and availability in mind. It’s more important to have a simple story that packs an emotional punch and reinforces your brand message than a complex, long story that people will lose interest in reading.

Unlike our favorite stories, your brand’s story doesn’t need an ending. Continue to evolve your brand story and share it across all of your marketing channels. Use it to inspire target audiences to want to join your brand community and become a part of your brand story. And once they are engaged, nurture and delight them throughout the customer experience.

What’s your brand’s story?

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