Build a Stronger Marketing Campaign with Brand Storytelling

June 2nd, 2015 by | No Comments

Image by Local Studies NSW


As a business owner, addressing the needs of your customers may be one of your top priorities. At the same time, you’re also trying to get more people to buy what you’re selling. You also want your audience to get to know you, talk about you, and think that your product or service is a good idea.

Brand storytelling can greatly generate interest and engagement in your company and business. Taking a prominent role in today’s marketing mix, the concept has emerged from the popularity and growth brought by content marketing, brand journalism, and article writing. Big companies such as Google, Nike, and Dove, have all built brand awareness and enhanced customer engagement by consistently utilizing visual imaging and content messaging in their brand storytelling campaigns across social media platforms.

Your brand story is more than what you want others to know about you. It is what your audience believes about you, based on all the signals you send out. Your brand’s story comprises all of the facts, feelings, and interpretations shared by your business, your customers, and the public.

When launching a marketing campaign built on brand storytelling, consider the following:

Keep things simple

Generate empathy and aspire to achieve a relatable image by branding for the masses and not just your insiders. Help consumers think through and act upon your narrative, which should be fundamentally rooted in basic human truths and emotions.
Tug at people’s heartstrings

As much as possible, use humor and relatable characters, and share stories that show a personal side to your brand. Some of the best ways to get your message across would be through blogs, videos, podcast interviews, and webinars.
Tell the truth

Although you’re crafting “stories”, remember that honesty and transparency are what’s most important in brand storytelling. Show, don’t tell; be creative but practice restraint in what you share, while remaining consistent with your content and persistent in getting your message across.

About the author:

Jehan S. Ismael is a full-time writer and editor for a leading Internet Marketing firm. She has a love-hate relationship with food, likes to listen to rock and rap music, and enjoys reading books by self-absorbed writers like J.D. Salinger and Anthony Bourdain.

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