August 12, 2014
What exactly does corporate storytelling accomplish? Done correctly, it shows consumers, and clients who have invested their time, money, and energy into your brand that you’re not just talk, but actually believe and stand by the core beliefs of your brand.
Unsure how to go about brand storytelling? Here are some tips:
Understand the fundamentals of a story
All stories have a beginning, middle, and end. Most of us are familiar with the setup thanks to high school English classes. But what about the other aspects that take a story from average to extraordinary?
Character is a big one, and is the main reason consumers will either feel a connection to the story you’re telling, or tune out. There’s also a matter of plot, which includes the problems and conflicts that’ll arise, and how they’ll be solved.
How well are you conveying your values?
Stories need to convey more than the basic plot. There’s always an undercurrent, or more obvious theme happening when we share information this way. So, what does your story have to say about your brand? The worst thing you can do is get off track by straying from values and the core that makes your brand everything it is. If you find yourself deviating from that, it’s time to stop and reflect on where you want to be headed vs. the message you’re sending to consumers if you stray.