Brand storytelling is more than a buzzword. For many brands, it's a key part of their overall marketing strategy. When it's handled correctly, it shows enormous potential as part of your B2B content marketing strategy, public relations, and much more. To ensure that your story starts—and stays—on brand and compelling, enlist the content marketing services and social media services in Rockford, IL provided by Cain & Company.
To understand how and why brand storytelling works, let's first review what “branding” is. In the broadest possible sense, it's the many ways in which your business identifies itself and how, in turn, your clientele comes to identify it. A successful brand deploys several different tools to that end, among them:
Like any other story, a brand story is a narrative that builds a connection. In fiction and nonfiction alike, we tell stories for any number of reasons, including advancing a narrative, imparting a bit of wisdom, building authority, or simply making sense of something that might otherwise be confusing. Whether we realize it or not, when we tell a story we're talking about characters in a certain setting who must address a conflict, overcome obstacles, and then apply what they've learned as they move on through life.
If that sounds like the outline of every case study you've read, you're not imagining things. But there are many other uses for brand storytelling.
The simplest use of brand storytelling is filling a blank space; if you leave a void where your story should be, someone else—a customer or a competitor—will tell it for you. Not only have you lost the plot at that point, but you're also ceding your meaning and purpose to someone else. And that someone may not have your best interests at heart.
So how can you leverage storytelling to your advantage?
Of course, your business is a collaborative effort. So, don't merely tell the story of Widget Manufacturers Limited. Tell the stories of its people because human beings relate to human brands. We're hardwired for story, so getting to know the line workers who bring your products to life or the customers whose businesses have been advanced by your products has unexpected resonance whether you're cultivating new business or attracting top talent.
There are a few key guidelines to getting brand storytelling right.
Like other forms of manufacturing marketing, brand storytelling works best when there's an understanding of your customers, your own brand, and your goals. When you're incorporating something new into your marketing mix, it helps to avoid missteps. Cain & Company has helped countless businesses in the Rockford area uncover and tell their unique stories, and we'd love to help you do the same. Contact us today for a consultation.