Anything else will seem contrived – or worse, manipulative. As the old saying goes, if brands talk the talk they must also walk the walk. Linked to this, you have to make sure your stories are authentic.
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Whatever your goal may be, write it down along with any existing resources that can help you achieve it. Perhaps your ultimate goal is to increase your revenue, reinforce your thought leadership, or boost organic traffic. Skip this and you’ll have some wonderful content, but it won’t have an impact on the bottom line.Ĭonsider what you want your audience to think or feel when they hear your story. Make a planīefore all else, you must define your business goals and ensure that your stories are aligned with them. Here are the three essential ingredients you need to make a compelling story. Now you have a clear idea of your personality, values and purpose, it’s time to start telling your story. For example, the purpose of outdoor lifestyle brand Patagonia is “to build the best product, cause no unnecessary harm, and use business to protect nature.” Brand purpose: This is one sentence that describes the exact value you deliver to your customers.For example, Adidas lists its brand values as Performance, Passion, Integrity, and Diversity. Your brand values should be clear and concise. Brand values: These are the 4-5 values that matter most to your company and set you apart from competitors.Having a clear idea of these elements will help you craft stories that highlight your brand’s primary goals. The next step is to define your brand values and purpose. You can figure out which archetype is closest to what your customers are seeking. At the same time, it can uncover hidden brand traits and interesting quirks you can highlight later on in your marketing.Ī good approach to defining each trait is to use the Brand Archetypes Framework below. Defining brand personalityĪ well-defined personality will help you connect with your customers more intimately.
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You probably have a feel for it already, but getting your team together can really help solidify your collective understanding before you dive into any kind of storytelling activity. Brand personality and valuesīefore you do almost anything else, you need to understand what your brand is all about. When done right, storytelling remains one of the most effective ways for businesses to capture their target audience’s attention and deliver marketing messages. For instance, if you have a negative perception about a certain company but then learn more about their background and values, there’s a chance that your perception could change. Storytelling also has the power to change perspectives. The best way to gain this trust is by showing them how much you care about them. When customers feel like they know your brand, they will be more likely to trust you with their business. Story marketing is important because it gives customers an understanding of who you are and your values. Through plot, character and rising action, you can create a genuine connection between your company and your target audience. The stories you tell center around your clients, the problems you solve for them, as well as your company’s culture, and experience.
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#Marketing storywriting series
Story marketing is the practice of building a series of consistent narratives that help position your brand over time.
#Marketing storywriting download
To immediately start turning these insights into action, download the free Brand Storytelling Template. Customers are also more likely to recommend a brand when they have an emotional connection with it.īut how can you approach story marketing? And is there a formula for success? In this article, we will explore the power of marketing through story and outline a foolproof process anyone can use to define their own brand narrative.
#Marketing storywriting drivers
Psychologist Jerome Bruner discovered that when stories are used to communicate a message, people remember them 22x more than facts and figures alone.Īccording to another study by Harvard Business Review, emotional connections are significant drivers of brand loyalty and a top indicator of future customer value. It is a powerful way for brands to cut through the noise. Story marketing taps into narrative, connecting with an audience on an emotional level, in order to help them empathize and understand the problems your business solves on a deeper level. Powerful stories engage our emotions, create suspense and resolution. We understand the world through narrative, joining the dots in our own lives to create plots that we can understand and explain.
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Stories in all their forms have the power to inspire us. What is story marketing and why does it matter? Practical steps to create a powerful brand story to connect with your audience and keep them engaged.