Grab the Semrush Brand Storytelling Template(it’s free!) and follow the steps below to build one successfully. You can use your mapped-out brand story as a compass for content, communications, and marketing campaigns. Setting out your brand story will lay the foundations for your marketing strategy. Provoke action: Find a place in your story-as Compare the Market did with Aleksandr-to place your call to action and push the audience into becoming customers. Relatable: Avoid using industry-specific or technical jargon, and show you understand who your customers are and what challenges they face.Ĭonsistency: Your audience should know what to expect from you while still looking forward to what’s next.Īligned with business goals: Your brand story should be aligned with your business goals and integrated into all areas of your business-including marketing, sales, and all internal and external communications. By never wavering, your content will be instantly recognizable.Īuthentic: Be honest about your values, your company’s unique features, and the challenges you face. Here are some of the key elements to producing a brand story that sticks:Įmpathy: Make sure your audience can see themselves in your brand story.Īttention-grabbing: Establish and stick to a distinct voice and personality for selling your brand story. The Elements of Powerful Brand Storytelling Searching takes would-be customers to a page detailing the meerkat characters’ backstory on the insurer’s website,. In the ads, Aleksandr exhorts viewers to use Compare the Market over his own website, Compare the Meerkat. Over years of TV commercials, potential customers followed Aleksandr and his family on a series of crazy adventures. They stick in our minds and help us remember ideas and concepts in a way that a PowerPoint crammed with bar graphs never can.įor example, the UK-based price comparison website Compare the Market won customers by creating a compelling storyline for the fictitious meerkat Aleksandr Orlov. They are also one of the best indicators of future customer value.īesides, brand storytelling complements SEO strategies when it comes to getting your content noticed and ranked well by search engines. Psychologist Jerome Bruner found people are 22 times more likely to remember details when stories communicate messages rather than just facts and numbers.Ĭustomers who share your values are more likely to be loyal to your brand.Ī study in the Harvard Business Review found emotional connections are significant drivers of brand loyalty. Why Does Brand Storytelling Matter?īrand storytelling explains your values and engages with potential customers who share them. Storytelling tools and techniques are used to create branded content that speaks the values and vision of your company and generates an emotional response. It is just one channel for telling your brand story. Is there a difference between content marketing and brand storytelling?Ĭontent marketing can channel brand stories, but not all content marketing is brand storytelling.Ĭontent marketing involves creating educational or promotional content to attract new customers, engage existing ones, and increase brand loyalty. Let’s kick off with a quick brand storytelling definition.īrand storytelling is the process of creating a series of plot points to build an emotional connection between a brand and its target audience.Ī brand story is a summary of your company’s history, mission, purpose, and values, with a narrative structure that brings it to life. In this article, we'll discover what makes a strong brand story, why your business needs to tell its story, and what steps you should take to build one. The art of brand storytelling promotes the effective communication of your brand story, which is a summary of your company’s history, mission, purpose, and values. This creates an opportunity for companies that want to build strong relationships with their audience. They help us form connections between ourselves and the storytellers. Successful companies all do one thing really well: tell powerful, compelling stories.
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