People love a good story, they always have and they always will. That’s why in the internet age there are still movies bringing in hundreds of millions of dollars at the box office. It’s why Dan Brown, Nicholas Sparks, JK Rowling and Suzanne Collins continue to sell copies en masse every time they have a new book on the shelf. It’s why broadway shows saw 11.5+ million visitors and nearly $1.2 billion in revenue in 2013.
That love for a story is also what makes some brands more popular than others. The brands that put together a great narrative to share with the public and their brand community are more talked about online and off, they see their content shared more frequently, and they sell their products to a wider audience as a result.
The question for your brand isn’t whether or not you have a story to tell, it’s what is your story. If you’re having trouble identifying what stories you have to tell, look at these 3 options.
1) Who are the people that use your product?
Are you selling to moms, dads, teens, children, bachelors, college students? Once you know who your audience is, you can start thinking about what kind of story they want to hear.
2) How does your product make people’s lives better?
You know what your product does and how great it is. So craft a story that tells people how it’s going to make their life not only easier, but better. Parents will have more time with their children, teens will be cooler, seniors will have more independence, spell it out for them.
3) Who are you as a brand?
What do you stand for, what is your history, what are your goals? Share this with the public and allow them to identify with your brand like it was a friend they could meet with for coffee. You can also entertain with your history like Sleeman Breweries has done in their video ads promoting their bootlegging past.
Now that you know your brand has a story to tell, how do you tell it?
Having a blog on your brand’s website is an excellent way to produce and publish original content that tells your story. There are no character limits, censors, and no rules other than the ones you set for yourself.
Video content is also a great idea with TV ads being the classic, and online plays and shares through YouTube and Vimeo climbing every single day. If you can create compelling video content for your brand, you are ahead of the game.
You can also use social media channels to circulate content. Facebook, Twitter, Pinterest, Instagram, and Google+ are all available to your brand community, and make sharing your stories easier every day. But keep in mind that the full story should still live on your website where you are in total control. Take our advice and repurpose your website content to create your social posts when possible and link viewers back to where it came from originally.
Every brand controls their own story and how it gets told. Take advantage of your story and use it to connect with your audience, build your brand community and improve your brand’s success across the board.