Many entrepreneurs have fascinating, inspiring stories about how they started their businesses that including them in their marketing strategy is a must. Kraft Foods, Nintendo, Toms, McDonald’s, and Warby Parker are some of the big brands with remarkable origins and tales to tell that it would be a shame not to let people know about them.
These well-known companies have brand storytelling down pat that they are able to unleash its potential in their marketing campaigns.
As a business owner, you need to take a leaf from these companies’ marketing books and leverage the power of brand storytelling as well. When you want people to know about the history of your company, product, or your efforts to make a difference in the world, you have to share them through interesting and engaging content.
Mastering the Art of Brand Storytelling
If you need help with telling your brand story with attention-grabbing and winning content, follow these tips from a highly sought-after freelance copywriter in Dubai:
Choose the right format
Communicating your brand story as efficiently and effectively as possible should always be one of your main goals. Because of this, you need to select the best format for your content.
Some of the most popular types of brand storytelling content are:
- Case studies
- White papers
- Explainer videos
Although you may want to jump on the bandwagon and select a format that is trending at the moment, doing so will be a disservice to your audience. To choose the right type, you have to know your audience first.
Create your audience persona and find out which formats are popular or resonate with them. By taking this extra step, you show your potential customers that you value their time and attention.
2. Showcase your brand voice
Whether you want your brand story to inform or entertain your audience, avoid falling into the habit of using marketing speak.
Since you are telling your brand story, you have to show your company personality and culture. You can do this by using your brand voice.
If you still don’t know what your brand voice is, a trusted copywriter from Dubai recommends looking into your conversations with your team and customers. Go over your company mission-vision and values as well.
Next, pick three words that represent or show your brand’s personality. Talk with your team and find out if they agree with your choice of vocabulary. If they do, document it so that everyone will use them as the official guide in all forms of communications, including your marketing content.
3. Include a brand hero
All stories have heroes, which means that your brand narrative should have one too.
A well-written hero will enable people to connect with him or her and encourage them to take action.
When writing your story or script, you may automatically choose your brand or product as the hero. However, many well-known companies are moving away from this and, instead, are making the buyer the main protagonist.
By making a customer your hero, you will enable your audience to connect easily with the protagonist and your story. This will give you the push you need to move them forward to the next purchasing stage or encourage them to take your recommended action.
To have an effective brand hero, make sure he or she proves that your product works.
With this storytelling strategy, you may now be wondering what role your brand plays in the narrative. Since the buyer is now the hero, you have an important part of being the mentor. Your job is to educate the customers, to give them the answers they need to make smart purchasing decisions.
Your content should highlight this as well.
4. Use visual language
In the digital world, visual language refers to the use of both words and graphic elements to convey something. When you use it for your branding and marketing efforts, it should highlight the aesthetic experience of your brand.
Your visual language will give your audience a cohesive experience. As such, whether you’re creating infographics, brand or explainer videos, and any kind of content, it needs to have this key element.
Your brand must have a formal style guide in terms of visual language as well. There should be specifications regarding the use of colors, typography, photos, graphics, and the logo.
If you are creating articles, you will have to express your visual language through your choice of font and use of photos or graphics.
5. Make your content shareable
Lastly, to ensure your well-made and outstanding content reaches as many people as possible, create it in a way that sharing it is simply a must-do.
Regardless of the format, your brand story needs to make people think or feel something positive about your company or product, or both.
Additionally, make sure your content is something that people can relate with. And if you want to persuade your audience to share it effortlessly, create a story that they already want to tell to others.
Aside from creating shareable content, encourage your audience to share your story and make it easy for them to do so. Add clickable buttons, hashtags, and other features on your page and social media channel to boost sharing and engagement.
By arming yourself with these tips, you can create content that will get your brand story across your audience effectively. You will find it easier for more people to be aware of it as well.
Hisham Wyne is an award-winning copywriter, brand consultant and content creator based in Dubai. He has over a decade’s experience in helping brands get their messages right. From crisp web copy and zippy brochures to in-depth company profiles and analytical annual reports, Hisham makes words work for you – so you can sell better, gain visibility, and give your brand a unique voice.
During his time in the Middle East, Hisham has collaborated extensively with blue-chip companies including Twitter, Microsoft, LinkedIn, Harley-Davidson and Aston Martin, and helped government concerns such as the Dubai Internet City, in5 and the Dubai Design District.