Everyday we hear all sorts of stories. Most of these stories barely register with us and we move on with our daily lives. The stories we do remember have a clear message that resonates with us.
Why A Clear Message Is Important
“Words empty as the wind are best left unsaid.”
As the ancient philosopher Homer stated it is important to have something worthwhile to say before opening your mouth. Brands need to have a clear message when telling their stories. Time is valuable and if you manage to get the attention of your audience, use it wisely. Understand whom your audience are and what is it you have to say to them.
How To Frame Your Message
When telling your brand story there are three things you need to prioritize.
As I have already alluded to, you need to understand your audience and be clear about what it is you are trying to say to them. Remember your story is the way you deliver your message in a way that resonates with your audience. This means you have to understand what your message is and why it is relevant to your audience.
I find it best to state my message in a couple of lines. I then give it to somebody I trust and ask them what is their takeaway from what I have given them. If their interpretation matches my intent I use that statement as my guide for telling the story.
The best message in the world will have no impact if it is not understood. Brand storytellers need to deliver a clear message in a way that is easily understood. The story should be told in a way that the message is obvious using simple and easy to follow language and visual imagery. The story structure should be easy to follow and continually reinforce the main message. Technical or commonly used acronyms should be avoided, as your audience may not be readily familiar with their usage,
A clear message must be effective. A brand story must be capable of inciting your audience to follow a particular action upon hearing your story. Think about what it is about your message that is so important that you tell a story to share it. When telling your story make sure you do not make your message ineffective.
Tell Your Story
“Nothing would be done at all if one waited until one could do it so well that no one could find fault with it.”
John Henry Newman
Sometimes we put too little effort when creating a brand story and this leads to an unsuccessful story. However the opposite is true and sometimes we strive for a perfect story that is unachievable. The best stories are told when a brand has a clear message, which is delivered in a story told with passion to an audience the brand has taken the time to understand. It may not be perfect but it will resonate with their audience and effect the desired change.