“Most people spend more time and energy going around problems than in trying to solve them.”
The best brand stories don’t just happen, they take careful planning and execution. There is nothing random about telling a brand story that needs to change the ways its audience will act.
There are many tips available on how to tell a good story and I have highlighted 5 areas to think about when you are telling your brand story.
1. Understand What You Want To Do
The key to telling the best brand stories is to know what you want to achieve. This will focus your storytelling on delivering your brand objectives. Think about why you want to tell your story and what about your story will really matter to your audience.
2. Storytelling Is Not About Demonstrating Your Logic
Stories are not about trying to change peoples mind through the use of logic. While logic is undeniably true, it may still still not convince a person to change their opinion. What moves people to action is by connecting with them on an emotional basis. The best brand stories connect to an audience on an emotional basis by understanding what really matters to their audience. Stories that are tailored to connecting with their audience on an emotional basis will do best.
3. Create A Character That Matters
Introduce your audience to your character and let your audience see the journey the character takes. In a brand story it is critical that your audience sees themselves and their struggles in your character. They need to be able to relate to how your character overcomes the obstacles they face. The characters journey becomes your audience’s journey. If they care about your character they will care about your story.
4. Immerse Your Audience In Your World
The best brand stories happen when the storyteller paints a picture that an audience can relate to. The picture is so vivid and realistic the audience find themselves filling any gaps in the picture from their own experience. The audience are now picturing themselves in the story. They not only relate to your main character they see the world the character lives in.
5. Grab And Keep Your Audiences Attention
No character or imagined world will keep your audiences attention if you do not grab your audience’s attention first. You need to open your story with something that will make your audience want to hear your story. The opening needs to arouse your audience’s attention and you need to maintain that attention throughout. Some ways to capture an audience’s attention are by using drama, curiosity and keeping to the point.
“Before everything else, getting ready is the secret of success.”
Remember a simple story well told could have the power to change the way people see their world. When telling your story you need to think about who your audiences are and what really matters to them. The best brand stories put their audience at the centre of their storytelling not just the brand.