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Brand Marketing Through Storytelling

February 6, 2013

Regardless of age, storytelling captures the hearts and minds of an audience. Whether it’s real or fictional, the concept of brand marketing through storytelling creates room for opportunities. This approach correlates to the booming growth of social media over the past few years. Storytelling is a method that has been used for years in the marketing field but what makes the difference is the art of “writing” it. Creating a story is challenging but here are some key points to help you along the way.

Be truthful about your product. Although the storyline may be fictional, what your business can accomplish must play out the way it does in reality as it did in the story. Many marketeers use the “opportunity” approach in this method to avoid this problem while telling a creative story. They show how a consumer may use their product but don’t necessarily expect them to use it in such a manner. However, what’s expected of the business should stay consistent so consumers can expect to be pleased with the product or service offered. No one should be confused about what you have to offer.

Integrate personality into your story. Brand stories are not meant to be written as advertisements or sales pitches. They should be written in a sense that can relate to customers through experience, emotion or, in the best cases, both. A certain persona should be presented to narrate the story. If customers can’t relate to the story, it will appear boring. By incorporating a character in the story that people can root for and relate to, people will place themselves in the character’s shoes and experience what you have to offer vicariously.

Leave some mystery to the audience. By using the method of perpetual marketing, each piece of the story will feed off its previous part, leaving the audience wanting more to come. Leaving call to action at the end of the stories will instigate customers to go to the website or social media network, leading them to landing pages that may produce more sales.

Brand stories create new experiences for your consumers. It gives them a chance to participate through observation and hopefully, leave them wanting more so they purchase what you have to offer. Several stories gives consumers different ways to experience your product or service. By surrounding yourself with customers, you create several paths for them to come in contact and acknowledge your business.