The Art of Storytelling In Your Content

If you tried to think about a recent ad campaign, you’ll likely think in terms of specific keywords. Redbull is exciting, adventurous - L’Oreal is beautiful, elegant - Dior is classy, elite and so on. This is where storytelling comes in, as it’s one of the most powerful tools in a marketer’s arsenal. It can help you connect with your audience on an emotional level, and make your brand more relatable and human.

In this article we’ll break down all those elements so you can craft a truly compelling message that will resonate with your audience.

1. Creating a Brand Story

First, you need to have a clear understanding of what your brand is and what it stands for - the mission, vision, purpose, impact, future goals, initiatives and so on. Once you have that nailed down, you need to think about what kind of story would best reflect and represent your brand.

This is going to be a long-term association, and all aspects of your campaigns needs to reflect that effort of unity - so ensure you’re really able to capture the purpose and message, not just for now, but for the future, very well. Finally, you need to make sure that your story is engaging and interesting enough to capture your audience's attention.

If you can do all of those things, then you're well on your way to creating a great brand story. But if you're still not sure where to start, don't worry - I’ve got you covered. In this article, I’ll walk you through the process of creating a brand story step-by-step, from start to finish.

2. The Storytelling Process

Let's get started. The first thing you need to do is come up with a protagonist - the main character in your story. This could be your brand itself, or it could be someone who embodies your brand values and represents what your brand is all about.

Be creative, and make sure you test audience reactions across demographics. Once you have your protagonist, it's time to start thinking about the conflict - the problem or challenge that they need to overcome. What is it that's standing in their way?

Once you have those two elements figured out, it's time to start fleshing out the details of your story. What happens next? How does the conflict get resolved? What lessons are learned along the way??

My advice - make a dedicated team working on this project over a long period of time for the best, most consistent results. Once you’re able to derive a full storyboard, you have a great foundation for your marketing and branding efforts.?