So, in our last post, we discussed how storytelling can help unite your brand with your audience and bring a new perspective to an audience that has likely seen it all.
We asked you to take a step back and analyze your business so that you could begin to identify a storytelling voice that will resonate with your market. If you managed to do that homework, the next step will be to identify the exact type of story that will aid your overall goals.
Whenever we think about storytelling in marketing, we can think about the 3 main types of stories that can be integrated into your campaigns
The most important stories that you can share with your audience are brand stories.
Most of the top brands in any market most likely started their marketing journey by integrating storytelling in their communication from the first day - i.e. the actual brand creation process.
A brand story explains the purpose of your business and why it was created. It tells potential customers that your company understands the problems in the market and is creating solutions that will benefit them in some way.
These kinds of stories will most likely overshadow any other narrative your company may have. These present a window into how your brand will connect your audience with the information they need or the topics they are most interested in.
It can also solidify your presence in your market and will help establish your brand as an authority and thought-leader, even in a highly crowded niche.
The best time to use a brand story is when you are looking to build brand loyalty. This type of storytelling can help validate a prospect's decision to follow your brand when they are in the decision-making stage.
Customer stories comprise testimonials from people who have successfully used your products or services.
These kinds of stories are extremely powerful because they share the journey of success with new or prospective customers who may still be on the fence, unsure whether your product or services are a good fit for them.
What is the best time to include customer stories? When you are in the middle of a product launch and you can share a case study that is designed to validate a product or service.
Personal stories are also vital in the realm of story-telling.
These can be powerful in establishing the authenticity of a business because they're designed to depict your personal journey. This is a step deeper into why your business was created and instead, and it forces you to be open and even vulnerable with your audience.
You may need to share personal struggles and accomplishments with your audience while also matching their level so they feel even they can walk in your footsteps! Even they belong!
These inspirational stories will help to motivate your audience and give them a sneak peek into the outcome should they decide to follow your brand.
When you tell a vulnerable story in a relatable and sincere way, it will become instrumental in getting your audience to have faith in your brand and believe the promise of your message. They'll begin to see themselves in a different way, the dream of their own success, and be excited about what's in store should they go on the journey with you.
Consider using personal stories when you want to increase your sales and brand recognition or improve engagement with your customers and get them excited about your upcoming offer.
So, what story will you tell? Today, take some time and try to ruminate about what storytelling style, tone, and voice will likely resonate with your audience. If you can manage to find that voice, your story may begin to take shape.
In the next post, we’ll show you how to ensure that you integrate important story-telling triggers into your campaigns so that you're able to instantly connect with your audience.
Please don't miss it.