Why Storytelling is an Important Brand Asset

Embarking on the journey of storytelling unlocks a multitude of possibilities, each weaving a unique narrative tapestry. When an individual embraces the art of storytelling, it's all about making that awesome connection or really hitting it off with someone on a deeper level. Storytelling can look like many different things: a conversation, a movie, performative arts, visual media, and of course todays topic, marketing.

Engaging in storytelling within the business realm unveils a multitude of opportunities for meaningful connection. The tricky thing here is that storytelling looks different for every business, as well as every consumer.

Storytelling takes different shapes for various brands. Some use it to inform, while others aim to connect on a personal level. Often, it's a mix of elements, weaving together diverse narratives that resonate with a wide audience. It's like crafting a vibrant tapestry of stories, each speaking to different individuals in their own unique way!

The skill of storytelling is more in depth than one would think. Surface-level storytelling doesn't get you the connection that you're looking for - if anything it turns heads in the wrong direction. You want your target audience to be looking at your brand. You want them to stop whatever it is they might be doing, and you want them to think, "huh, this seems really cool and like something that could benefit me."

But how?

Storytelling, believe it or not, isn't as daunting as it seems. Here's the deal: dig deep into your brand's core, find that unique spark that sets you apart from the crowd. Break it down, infuse it with personality traits and language that your audience vibes with. Your brand might not be a person, but hey, it's got a history! It's had its share of challenges and successes, just like we all have. Now that is something any audience can relate to.

When you shape your brand's narrative as a relatable persona and infuse genuine experiences into its story, magic happens. Suddenly, people take turn their heads in the right direction. They pause, they think, and they connect. That's the power of storytelling—it makes your brand more than just a product; it becomes an experience worth exploring.

Here are 3 feasible steps to start creating a persona for your brand:

1. Find the difference. There is at least one thing that makes your brand unique. Get to the nitty gritty and figure out what that is. Ask yourself questions like: what separates me from my competitors in a positive light? What is unique about my brand?

2. Give it a personality. Sure, your brand has all of the fun colors and logos and fonts. But how does it communicate with an audience? Is it energetic? Maybe more casual, and elegant? Find some personality traits that resonate with the brand image that you're going for.

3. Bring it to life. Between general branding, creating brand traits and finding the difference that separates your brand apart, you now have a persona. Put it all together through your choice of marketing and you have a relatable brand. Stick with that.

Remember that creating a relatable brand takes time, but in the long run makes all the difference. If you start now and really commit, you'll have your own community growing before you know it.