Had To Start from Scratch but Here I go

Saturday, July 11, 2020

Brand Storytelling

Let's find out a little more about brand storytelling from some great sources and thanks to Google. 

Most brands are poor at brand storytelling. They take the “brand” component too literally and make it all about them. Or they create content without a real story.

Done well, brand storytelling can be not only a differentiator but a memorable opportunity to draw and engage an audience written by Dennis Shiao


Breaking down the key elements of the definition, Kaitlin Loyal writes:

“By narrative, we mean storytelling elements. A story includes characters, setting, conflict, rising action, climax, and denouement.”
“By what you stand for, we mean the essence of your brand. It’s not the product you sell, and it’s not to make money. It’s the driving force behind your business, and it differentiates you from the competition.”
“Values are the character traits of your company that define it … A company’s values are the best behaviors of your best employees on their best days.”
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Power
And that's what stories do best. Telling an authentic and unique brand story can spark an emotional response in your audience, engaging them in a way that inspires love and loyalty. ... By igniting a strong emotional response, your story gives people something to believe in, and a chance to buy in from the heart. credited to Janelle.

Elements
It's your logo, your website, your About page, and your social media interactions. Below, we look at the five essential elements of brand storytelling: Consistency and authenticity, knowing your audience, communicating the problem you solve, building your character, and connecting with your community. credited to  Canva

What makes a great brand story?
A great brand story is succinct and tells the narrative of your brand, including where you've come from and where you are going. A great brand story must be true, authentic, and honest. It cannot be made up or derived; consumers sniff out in authenticity in a heartbeat and will punish you for it. credited to Inc

Three Steps to Write a Great Brand Story - John Cinquina

Take a notepad and write your past, present, and future story. The story of your company and brand starts with the founder and why he or she started the business in the first place. Spare no detail, and write this story from the beginning as an historical account. Include anecdotes, interesting facts, and a testimony of what has brought the organization to this point. Every great brand story considers the purpose and dream that birthed the company, and understanding what has brought you to this point and where the company is going is a strong place to start. Highlight the parts that reveal the purpose of your organization, and you'll be ready for step two.

Develop a statement to sum up why the company exists. Your brand statement is something you'll say externally, so you want to be creative and have fun with it. It is neither a mission statement nor a vision statement; a brand statement considers what matters to customers and stakeholders and the deeper purpose of the company. It goes beyond the money you want to earn and sets an ideal future to reach for, driven by values. It asks, "Why are we here?" and "How are we making the world a better place?" By answering these questions, you find the seed from which you'll build your statement.

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