You may have seen the term ‘brand storytelling’ doing the rounds online – and rightly so, it’s a powerful tool for brands to connect with their customers. In this article E-Commerce Copywriter Charlotte Ferris shares the art of storytelling.
Every single brand has a story to share, however that doesn’t necessarily mean that working out your brand narrative is an effortless task. In this blog, I’ll be shedding some light on what brand storytelling actually means, why your customer needs to know your small and mighty business stories, along with some top tips for creating your own brand driven narratives.
Stories are something we’re surrounded by, no matter where in the world you travel, or who you in the world you meet, you’ll find new stories to listen to. From our own real-life stories to the fictional stories that allow us to escape and imagine, stories are all around us and so its no wonder savvy businesses the world over now use the powerful art of storytelling as part of their marketing strategy.
There is a science behind our love of stories too. In Jonathan Gottschall’s book, The Storytelling Animal: How Stories Make Us Human, he writes ‘we are, as a species, addicted to story. Even when the body goes to sleep, the mind stays up all night, telling itself stories.’ It’s in our make up as humans to respond to stories on an emotional level. In fact, when we encounter a story that we feel a connection to, this is because our brain places us within the story as a character.
With all this in mind, in essence, when defining what ‘brand storytelling’ is, it’s when a brand develops a narrative that engages the customer, creates a connection and evokes emotion. If done right, the end result will mean you’ll have an audience that feels an affinity and loyalty to your brand over others.
So, that all-important question… how do you determine what your brand story is? What if you don’t think you have one? The good news is, as I mentioned earlier, every brand has a story to share and working out what this is, all comes down to your why. Why do you have a small and mighty business? Why do your products make a difference to your customers? Why do your brand values matter to your audience? By answering these three questions, you’ll soon begin to unravel the fundamentals of your brand story.
Remember, all stories have characters. When you begin working out your brand story, it can be easy to assume that your brand is the lead, however, it’s not, your brand plays the supporting role to your customers, who should always steal the spotlight. After all, without your main character, you’d have no business.
As marketing expert Seth Godin said, ‘a brand is a set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.’
We’re in an era now where customers are savvier than ever before, through the internet and social media platforms, they can access as much information about a brand as the brand owner gives them – they’re curious and want to know as much as possible about who they’re buying from, so in giving them some background to your business, they can make a more informed decision on becoming a customer. In other words, your soul purpose for creating a narrative is to build a connection with your target customer so they choose to shop with you.
Equally, as I mentioned in my blog on how to perfect your online product descriptions, telling a story for your products is important too as this will help your customer to picture what your product is like in real life. After all, when you’re selling online, customers don’t have the luxury of experiencing your products in person, so by using sensory words to describe how your product looks, feels, sounds, tastes or smells, helps customers to imagine your product before they make a purchase.
1. Tell your story fluently; the most noteworthy stories, after all, are those we can recall off by heart – memorable and meaningful, full of values we as the audience connect to and those that evoke an emotional reaction.
2. Be authentic and remember quality over quantity. The words you choose to tell your story should be considered and so having a coherent brand voice is important to create familiarity for your audience. Don’t add something into your story just because your competitors are doing so; your narrative should feel organic and natural, never forced or fabricated.
3. Your brand story is so much more than an ‘about’ page on your website. It’s present in every touch point a potential customer has with your brand. From your website and social media platforms to receiving a parcel from you, it’s embedded within all forms of your brand identity and so from your brand visuals to communications, your story should be considered.
4. Think about where you’ll share your brand story – different content offerings will present you with new creative ways to tell your story, so think about how each content offering will work best to engage your target audience with your narrative.
5. As your small and mighty business grows, you’ll write new chapters for your story, so remember to keep sharing them. From customer reviews to the launch of new collections, your brand narrative will always be evolving and developing.
I’d love to know if you’re going to put these steps into practice, come over and say hi on Instagram @medialuxe_
If you’re still feeling lost and need somebody to help define your brand voice, please take a look at Charlottes’ website to see how you can work together.
With an affinity for discovering new brands and a natural love of writing, Charlotte from Medialuxe provides a mix of copywriting, communications and consultancy services for luxe-led brands, covering beauty, fashion, interiors, lifestyle, travel and wellbeing.
Charlotte launched Medialuxe in 2017 and has been helping brands say all the right words in all the right places ever since, making it her mission to curate and share the stories that really captivate customers, right through from concept to creation.