Digital Insights

Why it’s Important to Become A Storyteller During the Branding Process?


Published: August 27, 2013

The idea of telling a story in an effort to create a more memorable brand that consumers can relate to and identify with is nothing new to marketers and business owners. But despite the prevalence of the concept, creating a dynamic story that improve branding efforts may be more difficult to do. In addition to creating an interesting story that helps consumers relate to a company or brand, the cohesiveness of messages in relation to other marketing efforts and among different outlets and mediums can be equally important to improving one’s identity and memorability.

Be Genuine

One of the most important aspects associated with creating a story in relation to one’s branding efforts is conveying a genuine identity. When consumers sense an inauthentic story or don’t believe what they are being told, storytelling can actually have negative repercussions, hurting one’s brand and marketing efforts. Creating a far-fetched story about one’s brand is something consumers can see from a mile away. Instead, when creating a branding story, developing them from an authentic idea or truth is something that can allow for creativity while giving consumers something authentic and real to grasp.

Give Stories Personality

One of the best ways to prompt consumers to relate to one’s story and the coinciding brand is by developing personalities within those stories, which audience members can understand and identify with. One of the ways story authors can offer relatable personalities for audience members to grasp is through the creation of characters whom consumers can understand and may be pulling for. A character or personality within a story, whom audience members want to succeed can be a positive way to tie those feelings of rooting for someone to one’s brand and the story being highlighted. The reality of who the characters developed in a story are not as important as the way readers and audience members relate to them on an emotional level. That emotional connection can be one of the most valuable elements of creating a story that conveys a company’s brand and identity.

Keep Audiences Hungry for More

Just like any story created or being told, provoking an audience to desire more from that story and leaving them hungry to continue consuming that story, understand characters on a deeper level or identify a resolution. Keeping stories open and audience members wanting more of the story and the characters can be helpful in other avenues of one’s marketing plan, including diverse pieces and coinciding outlets. By continuing and extending the story into other marketing outlets and messages, not only can marketers tie those pieces together with one attention grabbing message, it also helps consumers identify tat story with one’s brand. One of the most important aspects of telling a story within one’s branding efforts is whether that story can later be associated with one’s company and brand. No matter how great a story is, if audience members do not tie it to one’s brand, it may be a wasted effort.