Telling a compelling story is how we get people to remember our message. The best storytellers ensure we remember and act upon the message they give us. When creating a brand video you need to think what is the best way to deliver your story.
Have A Compelling Story Opening
How many times have you heard the phrase ”they had me from the start” when referring to a good story. If you want to tell a compelling story you need to start it well. When creating your video you need to think about how you can capture and keep your audiences attention. Think about what is it about your story that makes it worth hearing and how can you introduce the story in a meaningful way that will make your audience sit up and pay attention.
Create A Sense Of Drama
The best stories create a sense of drama and are full of surprises. They bring their audience on a journey that is full of twists and turns. When planning your video think about how you can create a sense of drama when telling your brand story. No brand story is “plain sailing” and when you share the ups and downs of your brands journey you create a more compelling story. The easiest way to create a sense of drama is to think about your choice of visuals and soundtrack and how they contribute to the overall sense of drama in your video.
Use An Emotional Hook
When we make our audience care about our story they become emotionally invested in the outcome. When an audience cares about our story they are more likely to remember it and interact further with our brand. Think carefully how you can establish an emotional connection with your audience. What is it about your story that your audience will react to on a emotional basis.
Keep Your Story Unique
The best stories that we hear are the new ones. They may play on universal themes that we have heard before but they do this in a way we have not seen before. Think about telling your story from a new angle or in a creative way. Ask yourself what is it about my video that will make my audience sit up and take notice. Remember that if you want audience interaction you need to work for it and give them something they have not come across before.
Tell A Visual Story
“Objects in pictures should so be arranged as by their very position to tell their own story.”
Johann Wolfgang von Goethe
The great advantage of video is that you can tell a story through imagery and sound. Think about how you can use visual imagery to create a more compelling story. Every single frame should be working hard to make your brand storytelling better than your competitors. Think about using a soundtrack that adds to the dramatic storytelling. Videos should be a visual treat that supports and enhances your brand storytelling.
How To Bring All Together
“No story is the same to us after a lapse of time; or rather we who read it are no longer the same interpreters.”
Brand storytelling needs to capture the hearts and the minds of its audience. Long after the last frame plays you want your audience to be thinking about your story. The only way to achieve this is by creating a unique visual experience that makes your audience care about your story. The story needs to be dramatic, engaging and most of all storytelling with a purpose.