Engagement

#contenthacks: Brand Storytelling 101

by Jessica Smith Posted On August 2nd, 2017 | 1:55pm EST

We’ve talked before about how brands need to offer a personal, genuine experience if they want to reach an audience. But how can a brand achieve this experience?

Brand storytelling means sharing the attributes and emotions of your brand to establish relationships with your consumers. Stories can work well for your organization when implemented the right way.

People remember good stories. Coca-Cola and Google have utilized stories about real people (or, at least, believable characters) to engage their consumers. These brands rely on honest human interaction to boost their message; the stories stand alone as interesting vignettes, while also incorporating the brand as necessary to the moral or theme.

Stories must be structured.

Make sure your story has a cohesive flow, a solid point and information that relates to the brand, without being too “in your face.” A well-crafted story will stand out from the pack of traditional advertisements (which many consumers mentally block out).

Build an all-encompassing plan.

If you’re running a story as an advertorial or blog post, make sure you are promoting this content through your social media channels. Your company website should also reflect these values. You want your brand to be easy to identify, and this means uniting your message across the board.

Know your audience.

If your brand has a target demographic, the story should cater to them. Include characters that fit the group and create a realistic depiction of their daily life. Understanding who your audience is helps you discover what they really want (and how your brand can deliver that.)

A successful brand is more than products or services. Stand out from the competition and start storytelling today with City/Studio. See how we can help your brand establish and keep consumers here.