4 Essential Elements of Powerful Brand Storytelling

Brand storytelling is key when it comes to creating customer experience. Here are four of the most essential elements of brand storytelling you should be using.

Hey LinkedIn Friends, I was reading this study and as of 2015, there are over 27 million entrepreneurs in the United States. Industry competition is stiff in any niche, and the sheer volume of other business owners doesn't make things any easier.

Luckily, there are a few strategies you can implement to help you stand out!

Brand storytelling is a solid method to help you resonate with your audience while also providing insight into who you are as a business.

Not sure where to start? Don't worry, I got you covered.

Let's take a look at everything you need to know about building a brand in my book, “Build Your Brand Mania”, just kidding. Here we go!

1. Authenticity Goes a Long Way

One of the most important aspects of brand storytelling is the level of authenticity you portray. 

This means that you should avoid embellishment at all costs.

For example, starting from humble beginnings (or even having current revenue that's modest at best) is nothing to be ashamed of.

In fact, it's something that breathes more life into your brand (us, another shameless plug! Lol) Struggling to get things up and running is something that most people can relate to, so don't feel tempted to hide where you came from. I am from a failed startup.

This level of honesty will build trust with your customers and make them more likely to learn more about your brand on their own.

Once they see that you're consistently authentic and transparent in everything you do as a business, they'll develop a deep respect for you-- something that's hard to come by these days when many companies are constantly hard-selling to their audiences.

2. Audience Resonance is Vital

So, you've been honest about where you came from, who you are, and what you want to do.

That's great! Unfortunately, it won't mean much if the story you tell isn't relevant to your audience. Yes that got to Know, Like, and Trust you, but now what?

How do you choose segments of who you are as a brand and use them to build the perfect story for your audience?

Well, it's not always easy.

In this case, you'll have to research-- sometimes extensively.

You need to know as many details as possible about what type of person you're targeting in order to better understand what they can relate to when it comes to storytelling.

Let's assume for a moment that you own a small company that markets comfortable running shoes for people trying to get back into shape. It wouldn't be wise to market your brand as one for people who want to push themselves to the absolute limit (marathon runners, triathletes, etc.).

Instead, a relatable story to tell would be about how the company owner was trying to lose weight but found running (and even walking) to be painful on his knees. Thus, specially-designed shoes were created to help him reach his goal.

When it comes to research, a great place to start is by asking yourself a handful of basic questions. These can include:

• What goals are they trying to attain?
• What are their other interests?
• How does my brand help them reach their goal?

Put simply, if something solves a problem, people will often pay for it.

To get started, you can use Google's Keyword Planner to see what people in your target demographic are searching for online, if you want to go the extra mile and you or big in the Digital Space like me. I am I reached the search volume when picking the title to my book!

3. Showcase The Issue And Your Solution For It

Using the example above, that company has both shown the issue (pain while exercising) and the solution (special shoes) through their brand story.

Unfortunately, it isn't always this easy as well.

Pain while exercising is an issue that directly affects the consumer. What about issues that don't necessarily directly affect your audience but are still causes for concern?

Environmentally-conscious companies are examples of businesses that need to appeal to a "soft" issue their audience has. The same can be said for businesses that pride themselves in having their products made ethically.

Since maybe climate change and sweatshops don't pose an immediate threat to your target demographic, you'll need to get creative in how you show this issue. (for the record though I am really worried about Climate change!)

Hard facts and statistics can play a large role here. It's important, though, to also show your audience how their involvement with your brand can make a difference.

Whatever the issue may be, do all that you can when crafting your brand story to convey that your company was built to solve it.

4. Development Over Time

Characters in books and films that stay the same throughout the duration of the story are boring and unrealistic.

People change as they age and become more mature, and so should your brand,

So, your brand story isn't finished when you decide to launch your product or service. In fact, it's just getting started.

At the same time, you'll want to treat your brand like it's a character while developing your story. This means paying extra attention to the "voice" you have when writing content on your website and ads.

This voice should match both what you offer your audience and the tone of the issue you're resolving.

For example, it's probably not a great idea to use extensive humor for serious issues like depression, alcoholism, etc. It’s a touchy subject for some.

Plenty of other niches are fair game though, such as clothing, beauty products, etc.

The more depth you can give your brand as a character, the more you'll stand out among other businesses.

But, remember that this character develops over time. No matter your niche, acknowledgment of trends and social issues will show that your business is refreshingly self-aware.

Properly Implementing Brand Storytelling Can Seem Difficult

But it doesn't have to be.

With the above information about brand storytelling in mind, you'll be well on your way to sending a memorable message to your audience.

Want to learn more tips about succeeding as a business owner? You can check out this This article on our site or check out my book.

Cheers!

Matt Bertram

CEO / Digital Market Strategist

eWebResults Marketing Agency