The art of storytelling was, once upon a time, the reserve of mead halls and firesides. Travelling minstrels and performers would draw crowds wherever they went. Now – everyone’s a bard. Or at least, they’d like to be. The world is full of people seeking attention for themselves, their products or their brand.
Content is at a saturation point – everyone is making it and consuming it on a daily basis. Which makes it much harder to cut through the noise.
So why would you want to try?
Well, it’s simple. Stories are the best way to connect. They make people care.
Being a storyteller is important for your brand. But what does storytelling mean in the digital era?
And, more importantly, how can you wield this ancient art to make your brand irresistible?
Let’s explore, shall we?
The Power of Storytelling
The art of storytelling is as old as language itself. Actually, it’s older. It’s one of the first forms of human communication. From cave paintings to TikTok reels, storytelling is core to the human experience. We use storytelling to pass knowledge, share experience and make sense of the world around us.
Storytelling is significant in every culture across history. Oral storytelling was prevalent in the epics of Greek Mythology, using archetypes and metaphors to simplify complex themes. Nordic Sagas and Skaldic poetry used themes of bravery, loyalty and legacy to form brand manuals for entire cultures. The ancient Japanese art of Kamishibai (travelling narrators who used illustrated boards) was an early form of visual storytelling, like a proto-YouTube. Kamishabai often used dramatic voices with visual aids, showing the importance of delivery and visuals working together.
Stories are ingrained in us at an evolutionary level. They don’t just activate the language centre of the brain. No, they light up the experience centre too. Hearing a gripping story is like experiencing it for yourself. I’ve written before about how The Lord of the Rings and The Legend of Zelda changed my life. I didn’t watch the movies, read the books and play the games. I experienced the stories.
And that emotional resonance sticks. It influences lives and our decision-making process. It builds trust.
And trust is the foundation of any brand.
The Anatomy of a Story
Most stories follow a similar structure, no matter how complex. There are three elements present in almost all stories:
- Characters – They drive the plot and the narrative. These are the heroes and villains of the piece
- Conflict – The obstacles or challenges that need to be overcome. Sometimes these are a Macguffin – an item that holds no significance within the plot except to trigger it.
- Resolution – The triumph or transformation. This can be a moral in some stories, or a character’s realisations about their changes.
These elements are also present in a brand’s story, which we’ll see later.
Can’t see these in your brand’s story? They’re there – it’s all a matter of identification.
Identifying Your Brand’s Narrative
Your brand’s narrative can be tricky to define. It often feels intangible and ethereal. You’re running a business; how is that a narrative?
Well, it all comes down to the brand identity. Remember, that’s the unique fingerprint of your brand, not just the visuals.
That’s why you need to start with the soul of your brand – your quest.
Soul of the Story – the Quest
Your brand’s narrative starts with your brand mission and values. Why do you exist (beyond making money)? What beliefs drive you? This is the heart of your story. If it makes you feel something, then your story will too.
The mission and values are your character, but there’s another vital character in this story. That’s your audience.
Knowing your Audience
People sometimes trip up here and assume the brand’s audience is also an audience for the story. An onlooker, watching how things play out. This is entirely incorrect. You want your audience to be involved in your brand, so involve them in your story.
Think about who you are speaking to. What are their struggles and desires? What are their goals? Understanding them on a deeper level lets you place them in the position of the hero, and you as their guide.
This method of storytelling is incredibly powerful. By putting your audience in the hero’s shoes, you invite them to experience the story. Acting as a guide gives you a powerful role, too – look at Gandalf or Obi-Wan Kenobi. Neither is the main hero, but without their actions, the hero can never complete their quest.
Writing your Lore
Every brand has an origin story. Often, the founder sees a problem and vows to solve it. This is the reason the brand was born. Dig deep into the past and use your purpose to write a unique narrative.
Expanding on the lore can be an interesting exercise to help you deepen your understanding of your purpose. Going back further than the inception of the business can have interesting results. The very act of writing your journey can help you spot trends and patterns you may have missed otherwise. I’ve shared my own origin story in an article before. Writing it helped me realise how long I’ve been on my journey and helped my brand storytelling.
Techniques for Effective Brand Storytelling
There are many techniques you can use to improve your storytelling. And no, shouting it louder isn’t one of them. Effective brand storytelling requires clarity, communication and consistency as well as creativity.
Keep it real
There’s nothing worse than a fake story. If you feel the need to bullsh*t, you’re missing the point. Stories are about emotional connection and audiences can usually tell if you’re being disingenuous. The best stories are rarely pristine. They’re raw and relatable. Being imperfect and human is better for connection than appearing perfect and polished. Showing losses as well as wins makes you relatable.
Characters your audience can see themselves in
If your audience can’t relate, they’ll struggle to care. Create an image of the people you help. Show testimonials and the people behind them. Share case studies that reflect the changes you’ve made to people’s lives. Remember to show the people involved – we connect with people, not logos.
Speak to the heart
People don’t buy with their heads. They buy with their hearts. This means you need to make them feel something. Use visuals, metaphors, character and tone to build an emotional core to your stories. Humour, nostalgia and inspiration are excellent elements to use if they fit your brand identity. Let the emotions drive your narrative.
Tell it and tell it again
This is the one time being a broken record is a good thing. Consistency is vital. Every touchpoint should feel like part of your story. Website, social media, emails and content. Hell, how you show up at events. You should aim for a consistent feeling across all your touchpoints. All of these are chapters in the same book.
Implementing Brand Storytelling in Your Strategy
A story is no good if it’s never told. And you should be telling yours all the time. People have shorter attention spans and need more reminders. How you reach them is as important as the content.
Content is kind of like your campfire. It’s an invitation to join you in the story – a warm way of greeting your audience. Emails, blogs, videos and podcasts are all part of this. Think of them as your storytelling platforms. They can be great to help your audience get to know you. Use them to share behind-the-scenes insights, product origins and customer journeys.
It’s important to note that people don’t always fully digest every piece of content you put out. There’s nothing wrong with re-using content – not everyone will see it the first time.
Social media is also a powerful tool for storytelling. It can be used like a digital stage, showcasing the highlights of your brand adventure. Videos and reels can show transformation. Stories are great for inviting participation and interaction. Each post can be its own mini-story – a bite-sized piece of your narrative that helps show your values.
Finally, remember that customer service is a story, too. And it continues after your interaction is over. How you interact with your clients is an opportunity to set the scene for your brand narrative. How you act will say much about your brand story. It’s information your clients WILL tell other people, and it impacts the brand perception.
Measuring the Impact of Brand Storytelling
Every story has an impact – ensuring you get the right results is vital to improving your narrative. Remember, your audience is a key character in your story, so their responses to it are invaluable. Keep them in mind as a part of your brand storytelling.
Setting up key performance indicators (KPIs) for brand narratives helps measure their effectiveness. Telling your story without tracking reactions won’t help your brand. Measure things like engagement rates, conversion paths and brand sentiment. These tell you if your audience is responding positively to your story.
Listening to your audience is important, so get feedback regularly. Reviews, DMs and even comments are rich with narrative clues. Are people resonating with your story and reflecting it with their experiences?
Remember, part of the feedback process is implementation. Your story isn’t set in stone – it’s a living, evolving tale that grows as your audience changes. Don’t be afraid to let the story take your brand in new directions.
Building a Quick Brand Story
Here’s a quick way of looking at parts of your brand story on a simple level. This method helps break down your story into sections, making it easier to understand where the parts fit.
Each circle contains a crucial element of your brand story:
- Hero – the main character
- Villain – the challenge to overcome
- Goal – what the hero is striving for
Understand the Narrative Elements
These may feel nebulous to start, but can be understood fairly easily:
- Define the hero by focusing on who your client is. Understanding who they are at a deeper level is key to getting this right, so look beyond demographics. Think instead about their feelings and emotions.
- Define the villain by understanding what stands in their way. This is commonly misunderstood – it’s NOT your competition. Instead, look at what’s preventing your clients from reaching their ideal state.
- Define the goal by learning what they want. This is where they see their ideal state. It could be to be fitter, to have more time or money. Understand what your audience wants, and you can weave their goal into your narrative.
Putting the Brand Story Together
Now that you have the elements, you can build the narrative. The story is built where these points intersect – here’s how it works:
- Conflict – this is where the villain and hero clash! Show the obstacles that stop the hero from reaching their goals. This is often called the ‘pain point’ in traditional marketing. Showing that you understand what is preventing your audience from achieving their goals is a powerful way to connect.
- Desires – this is where the hero and goal overlap and where you build an emotional connection. Show you understand what the hero is searching for. This differs from the goal as it is more emotional, raw and personal. Showing you can understand your audience’s wants helps them trust that you can deliver. Use benefits to provide a view of how their lives could be better.
- Resolution – where the villain is defeated and the goal is reached. Show the path that gets the hero past the villain and to the goal. This is where you provide evidence of what your brand does for clients. Testimonials and case studies are excellent tools to show past resolutions. Remember to frame it from your audience’s perspective and keep it attainable.
Using this formula helps break down your story into manageable sections that you can weave into your communications.
Conclusion – You have a Brand Story, so use it.
Brand storytelling isn’t just nice to have – it’s imperative. There is so much digital noise out there, and stories are a way to cut through it. They speak to the human soul far better than any other medium, making them a great tool for connection.
Stories stick, ads don’t. Stories help us believe in something bigger than a product. They are how we relate and trust, providing deeper connection and meaningful communication. People remember stories, not slogans.
You don’t need a lute to be a bard. You need your voice and purpose. Once you have these, you have a story worth sharing. Use it and tell it in a way that is comfortable to you.
Finally, remember that the story never ends. Your brand’s narrative is a living, evolving thing. So be comfortable watching it grow and transform.
Tell your story boldly. Tell it often.
In branding, the best storytellers win.
Solid Brand Storytelling is just one element of a strong brand. If you’re not sure what you might be missing, take this 5-minute quiz to see how well-rounded your brand identity is.
