Step Up Your Brand Storytelling

Posted on October 13th, 2017

Stories are powerful tactics for brands. Stories illustrate important ideas and have the power to resonate with customers for a lasting impression. Good stories will attract and keep the attention of your brand’s audience. Here are four steps to step up your brand storytelling.


Step 1. Tell the right story.

Should it be about your brand’s history? Your products? Causes you support? The community of your customers? Your brand likely has multiple stories it could tell, so how do you hone in on the right one? Here are a few pointers:

  • Make sure it’s genuine. Don’t fabricate a story – customers can smell that a mile away, so be authentic. In 2009, Domino’s Pizza told a brand story about how their pizza sucked, but they also told how they used the criticism from customers to revamp their entire product. That is a gritty, honest brand story.
  • Find a story that fits well with your overall goals and messages. It will make telling the story easier and more fluid. Don’t toss your marketing communications strategy out the window – identify a story that fits with your messaging.
  • Keep it simple. Find a story that is easy to tell because it will likely be easier for customers to understand.


Step 2. Tell it well.

You’ve got your story – terrific! Now, make sure you invest the time (and money, if necessary) to make it a quality, engaging one. Depending on how you plan to tell your story, you may need to find specialists in strategy, writing, video production or social media to ensure the story is presented well through the channels you will be using.

Consider these practices to help frame and develop a good story:

  • Figure out the why Why does this matter to my audience?
  • Outline key points. This will help you focus on what matters most.
  • Storyboard the flow and/or visuals. Whiteboard it, make rough sketches or use an online storyboard creator. Visualizing your story can help put it in a different light.
  • Time it. How long does it takes to read? Read a video script out loud to make sure it sounds clear and doesn’t drag.
  • Run it by others who aren’t involved. This is a good way to ensure your story is lean and doesn’t include unnecessary information.


Step 3. Tell it to the right people.

Plan the implementation of your brand story so you reach the right people and you make a splash. A well-coordinated campaign can enhance the results for your business. Choose your channels:

  • Video
  • Website
  • Blogs
  • Social media
  • Infographics
  • Podcasts
  • Events or speaking engagements
  • Your customers
  • A mix of these?


Step 4. Tell your audience to do something.

You are telling a story for a reason. If your story is captivating (hopefully it is) and you’ve successfully engaged your audience, don’t lose the chance to get them to take action. That action might be:

  • Purchase now
  • Apply here
  • Donate today
  • Get involved
  • Contact a representative
  • Call 123-456-7890
  • Like us on Facebook/Instagram

A well-told brand story, or stories, can greatly strengthen the connection between customers and businesses. Make it easy for your audience to connect with you.

Need help telling your brand story? B+B has been enhancing brands for more than two decades, using brand storytelling and strategic communications to engage and motivate our clients’ customers. Connect with us today to talk about how we can help you tell your story – and partner to help grow your business.