We live in a world where brand storytelling has become more important than ever. That’s hardly a new concept, but it’s one that’s essential if you’re trying to master the art of digital public relations. Because at the end of the day, that’s what PR is all about—telling stories. More than ever before, this is especially true in our digital day and age.
Storytelling’s importance has increased because today’s audiences want brands to be transparent. Consumers want to know that you’re more than just a faceless corporation. A story not only presents a human face to your brand, it also communicates your brand’s promises more effectively and provides a relatable reference point for your target audience.
In fact, research has indicated that the human brain becomes significantly more engaged when hearing a story than when simply digesting facts. That’s why the most memorable—and successful, for that matter—marketing campaigns don’t just present consumers with a bland list of relevant facts and benefits. Rather, they make an emotional appeal that increases both the audience’s trust and their willingness to buy.
Telling your brand story
There are a multitude of stories about your brand that you can share. Is there a unique history behind how your company started? Have customers had memorable, positive interactions with your brand? These are all great fodder for building a series of brand-specific stories. The tricky part, however? You just have to be sure that you’re sharing them in the right way.
The first step is to use your unique brand personality to your advantage. When telling your brand story, write like you talk. Unless you’re the type of person whose daily vocabulary includes words like “pulchritudinous” or “lateritious,” this will go over a lot better with your audience than a bunch of mind-numbing industry jargon. No matter what the platform, always use your writing to highlight your brand’s personality.
Next, know your audience. Use research and your own observations to figure out what types of stories and content resonate with your target market. Focus on their genuine needs and desires, and find how your brand story aligns with these elements.
In many ways, brand storytelling isn’t entirely different from writing a piece of fiction. Real-life characters help create a stronger emotional bond between your brand and your target audience. Using your customers’ stories, in particular, can be extremely effective in generating trust and goodwill for your brand.
To be continued?
The best storytellers always leave their audience wanting more—another video, another clever social media post, etc. When your brand storytelling is able to accomplish this, the ROI on your public relations efforts will dramatically increase as customers return to your content to interact with your brand time and time again.
And if your company is doing what it should, you should have a seemingly never-ending font of stories to draw from—tales of satisfied customers and devoted employees, all of which contribute to the continuing narrative that tells your audience what you stand for and how your brand can have a meaningful impact on their lives. Keep the stories coming, and your target audience will come to you.