Brand storytelling is more than simply sharing the story of your brand’s history from the beginning to the present. Whether you are trying to renew interest in your company or getting a new company off the ground, brand storytelling is as essential to any business as making sure you send the correct orders to the people who made them.
So, if telling customers or potential ones a sequential history of your brand isn’t brand storytelling, then what makes brand storytelling different? And why is getting telling the brand story in a certain way crucial to the success of any business?
What makes brand storytelling unique from laying out a timeline is that it elicits an emotional reaction and creates a connection with people when done correctly. These people will hopefully turn into new customers.
Most importantly, your storytelling must be authentic if it is going to resonate with others. When you think of David Yurman, of course, you will think of jewelry, but you may also feel as though the artist created the particular piece just for you. David Yurman’s brand storytelling reminds you that artists first and foremost are what leads the brand—designed to be both stunning and unique each piece is a reminder that artists show and care about the brand. That type of almost purely visual storytelling, along with written storytelling, allows the brand’s artistic roots to shine through, resonating with artists and art lovers alike.
As humans, we all need to feel understood, to know that someone out there empathizes with us as we empathize with others. While not every person will identify with every brand, the brands you will remember are the ones that tap into that innate human need to connect. If your brand storytelling is relatable and one that people can identify with, even feel a part of, you are doing something right.
Don’t fret if telling a story with visuals or your words isn’t your first choice of jobs to do within your company. You have options to help ensure adherence to the last aspect of your brand storytelling – consistency. It’s imperative to keep the feeling your brand’s storytelling evokes in people the same across all media platforms, from digital, print, and television to influencers you may choose to enlist to promote your products.
A company can choose who tells its brand’s particular story. If it is your company, you will feel that connection to your story. Whether you can convert that into marketable media or not, public relations (PR) professionals and PR firms are there to help. They will extend the reach of your story, acting as liaisons with media professionals who will put your brand and storytelling in front of a wider audience.
Brand storytelling is multifaceted; enlist help when you need it. As long as it remains authentic and consistent, people will identify with it and with your company.
