3 Techniques for Better Brand Storytelling

April 1, 2017   /   byArs Lexis  / Categories :  In Focus

Guy Scrolling Through Timeline

Many brands are leveraging the power of stories to improve their positioning, convert at a higher rate, and make their company appealing and relatable to their audience. Narratives make your organisation authentic, making it trustworthy to audiences in today’s marketplace.

Sphere and other digital media agencies in Melbourne list the following techniques to build better brand storytelling:

The Human Element

Stories that last use emotions because these connect with readers. Facts and data are persuasive tools, but these will lack an impact if there’s no narrative that binds them together. When you include a story in your advertising, it becomes memorable because it elicits experiences that a person remembers. These may trigger good feelings that they may end up associating with your products or services. Once associations take place, they will likely choose your products or services over the competition because they connect with you.

Personal Approach

A personal story carries a lot of weight in the minds of its reader. It’s something relatable and shows that not everything is always perfect. When you implement this approach, you make your brand vulnerable and show the people behind the success of your company. Nowadays, people want to deal with humans and not faceless bots or organisations. When you reveal a different side of your company, your audience will know you more and may even like and trust you.

Implement a Story Pattern

If you are unsure about how to create a brand story, there are tried and tested patterns that may work for you. These are recognisable patterns and archetypes that allow you to build a convincing and relatable narrative. Some of the techniques include:

  1. The journey of a hero
  2. An adventure or journey
  3. Personal triumph
  4. Meet the guru
  5. Coming-of-age

A story is a powerful tool that allows you to engage your audience, if the narrative is convincing and relatable, they may consider your brand. Narratives are also helpful when it comes to brand positioning as it creates connections with your company and certain emotions or experiences that a visitor may remember and feel.