3 Ways to Effectively Tell Your Brand Story
Today, the most successful businesses are those who are the best at branding. An effective brand story will successfully pique the interest of potential customers and genuinely motivate them to buy the product or service offered by the company. In a recent survey, 44 percent of marketing leaders recognized dynamic storytelling as mandatory for success. Integrated brand techniques are extremely effective at obtaining the attention of consumers as well as capturing their hearts and minds. Overall, there are three main methods that businesses can employ in order to properly engage potential customers through a brand’s story.
- Dig the Story Out of the Data
An engaging story can not be told without properly knowing the target audience. Fortunately, the data needed for this preparation is readily available for emerging companies. Consumers want to be told a story that appeals to them. Overall, this appeal is driven by data and extensive research. Danielle Lee, global head of partner solutions at Spotify, referred to this strategy as data storytelling. In Spotify’s case, users generate a lot of data when they play music. The music streaming patterns tell Spotify and its partners which messages will resonate most with specific users. Ultimately, Lee stressed the fact that even if a business does not know what brand story to tell its potential clients, the data will make it clear.
- Don’t be Afraid to Dive Into Ever-Changing Dramas
Data allows for companies to gain a better understanding of what story to tell specific potential consumers. However, if the same pitch is given too regularly, it will become ineffective. As a result, there need to be ever-changing aspects to the story so that clients remain interested in the business. For example, one way to add variety and maintain audience engagement is to include an interactive component to the story.
Including conflict properly into the pitch is also an effective method that increases variety. Although portraying conflict in a positive fashion may be difficult, it can be done by making conflict a component of a problem-solving proposal that favors the company’s brand. Overall, according to Hamish McCollester, RAPP LA’s group creative director, “At the very least, branded content needs to serve up a steady stream of change to keep the audience engaged.”
- Diversify the Story’s Delivery
As technology has advanced, businesses have been able to continuously change their method of communication with potential clients. For example, augmented reality is a technique many companies are employing in order to cater to all the senses of the consumer. Tiffany Delmore, the founder of School Safe, described augmented reality as a, “technology [that] incorporates interesting narratives and direct interaction with consumers’ environments to fully immerse them in the experience.” Ultimately, once a business decides the general outline for the story, it is critical to convey it through a medium that will achieve maximum resonance with potential customers.
There are many methods for companies to increase interest in their business. No matter what method a business uses, it is important to remember that dynamic storytelling is the foundation of effective marketing. If a business wants to drive up profits it needs to tell a story that resonates with consumers. The more information absorbed by the client about a specific company, the higher the likelihood they will purchase the product or service it provides.
Delmore, T. (2019, July 10). 3 Ways to Tell Your ‘Brand Story’ So Your Audience Won’t Tune
You Out. Retrieved July 11, 2019, from https://www.entrepreneur.com/article/336518