5 tips for creating a compelling brand story
Stories have always been a powerful tool in human communication.
But more recently we’ve seen the idea of storytelling creep in to marketing in a more obvious way, via social media.
First, we had Snapchat stories, then Instagram stories and just a few weeks ago Facebook launched stories as well. The Stories feature on these social media channels allows you to share all the moments of your day, not just the ones you want to keep on your profile. As you share multiple photos and videos, they appear together in a slideshow format: your story. These stories only live for 24hrs at which point they disappear.
I use Instagram and Snapchat stories daily as part of my own brand story, feel free to follow me on both
These platforms are harnessing the fact that video and photos are the most compelling way to connect with people. Unlike text based content, videos and images allows us to bring people into our world, as opposed to just telling them about it. Showing them not just your front of stage but your behind the scenes also.
Storytelling in this way is a much more authentic and transparent way to communicate, than more traditional marketing methods. When it comes to marketing most of us are so done with traditional ads; overly polished creatives and generic messages, that talk at you as opposed to engaging with you.
Brand storytelling is about communicating what you want people to feel and experience through your brand, it will breathe life into your business.
So, I wanted to share 5 tips for incorporating storytelling into your business
1. Have a story – You might not think that the journey that bought you to the point of launching your business as anything spectacular, but if you look close enough there are landmark events and lightbulb moments that combine to create a unique and interesting story that will attract your tribe (prospects, customers, influencers, partners etc.) Mine is sumarised on my About Page as an example.
2. Share it everywhere – Have consistent brand story but be creative about how you share it. Use different formats and social media channels to communicate different aspects of your story. Each marketing activity should work independently but when pulled together people should be able to see the big picture.
3. Be authentic, be you – You are your businesses USP – the content you share should come from a real and honest place; your ‘why’, your personality, talents and experiences.
4. Use Live video – whether it’s Facebook Live, Periscope , Snapchat stories or Instagram stories, it’s one of the quickest and most powerful ways to build an audience. People love it because there’s no hiding. Live content is probably the most engaging type of content. I know that this one might be freaking some of you out, but it doesn’t have to me as daunting as it sounds. Start with Snapchat where your audience is likely to be very small, videos are only 10 seconds long and expire after 24 hours. It’s a great way to get your feet wet, then venture beyond Snapchat as your confidence grows.
5. Consider the people that you’re trying to reach – your content needs to be of interest and relevant to them, you want to highlight the parts of your story that have human interest and are likely to help you forge a connection with your audience.
Give it a try, start sharing your brand story, if you have any question please feel free to comment below.
Before I sign-off just a couple of reminders
- You can catch me live on Facebook every Wednesday, where I share a valuable marketing tip to help you move from a great idea to a great business, like my Facebook page for the time and notifications each week.
- I’ve written a book on marketing, motivation and the start-up journey that I’m really excited about. It will be launched this summer, sign-up for sneak peaks and updates.