As people, we love stories.
We’ve been hearing them since we were children
Think about it – who didn’t love storytime?
We don’t outgrow stories. Whether we enjoy reading books, watching movies (or TV), playing video games, or even using social media, stories are still very much a part of our daily lives.
Stories Turn Businesses Into Brands
It’s a cold world and consumers know that a business’ primary concern is profitability. Since every business exists to make money, what could possibly make one different (or preferable) from another?
This is where your brand comes in.
Brands are designed with values that people can relate to. The idea is to manufacture a personality that appears more human. When a brand’s personality resonates with a consumer, they feel an emotional connection that can inspire trust. Trust lowers the consumers’ guard, which comforts them.
When it comes down to it, brands emulate human connections. Like friendships.
Wouldn’t you rather buy from a friend over a soulless business?
But what transforms a business into a brand? A story.
How to Tell Your Brand’s Story
To appeal to its customers, a brand should feel approachable. Consumers should want to be friends with your brand. That’s how they create demand and establish customer loyalty.
This is why consumers (people) identify with brands, not businesses.
A brand’s personality is developed through various marketing efforts that can be told through a cohesive story. The collection of taglines, artwork and strategic relationships are how people learn to understand a brand and its message.
After all, “We manufacture fancy cars” wouldn’t connect with people the way Mercedes Benz’ “the best, or nothing” does. This tells the story of someone who doesn’t settle. This consumer would want a car to match their lifestyle, and that’s where the brand’s story comes in.
These stories are developed from extensive research that define the marketing personas that brands look to sell to. The details in that data outline the difference between buyers in the same market (ex: a Mercedes Benz Customer vs a Tesla Customer).
As you can see, a brand’s story is how consumers understand, connect with, and remember a business. It’s what ties all marketing efforts together and is a great way to promote a brand as it evolves.
Storytelling in Digital Marketing
Your strategy should be designed to tell your brand’s story, with all marketing efforts working hand-and-hand to evolve your brand.
Consumers use the internet for research, entertainment, communication, and much more. This offers a major opportunity for people to discover and connect with your brand. With so many digital channels, marketing can get complicated. Delivering a cohesive brand message is needed to not only avoid confusion but to reinforce your message as well. Regardless of where consumers discover your brand, they should get a consistent feeling and experience.
Start with the fundamentals.
Your brand’s logo should be the fastest and easiest way for customers to recognize your company. Notice FedEx’s logo – not only is the font smooth, but the “Ex” forms an arrow that conveys the brand’s strength in logistics and delivery. All communicated through a single design.
The colors of your brand also say a lot. People associate colors with feelings and emotions. For example, stop signs are red because red best stands out, making it more effective. We’re now conditioned to think “stop” when we see red.
To really solidify your branding, your website’s design should really capture the “feel” of your story. Think about when you go to the mall. Each store has its own theme designed for a unique experience. Your website is no different and its design and user interface should tell your brand’s story.
Your brand’s tagline should encapsulate what your brand stands for. Nike’s “Just do it.” speaks to the demographic of athletes. It acts to both motivate and inspire customers, as the tagline meshes well with many of Nike’s prominent endorsements. Not to mention how easy the tagline is to remember.
The tone of voice will act to personify your brand in the eyes of your customers. The tone your brand uses will connect with certain people and help make them more comfortable with its messaging. Whether you want to go for an easy going and funny, or stern and serious will dictate how you want customers to respond to your message. A brand’s tone is a major way for them to connect with customers on social media.
All of your content marketing efforts should maintain the same colors, tone of voice, and overall feeling to further tell your brand’s story. For example, the design and copy on your email blasts should match the tone of voice of your social media posts, which should all reflect the tone of your website.
It’s very important for your advertising campaigns to help tell your brand’s story because that’s a major avenue for introducing your brand to new customers. Not only should your advertising creative match the tone of your website and content, but it should take it a step forward.
You are who you associate with, at least in the eyes of the public. This is why brand protection has become increasingly important in the age of influencer marketing. Every brand ambassador, influencer, partner, even charities you worth with should all align with your brand’s core values.
It’s essential for your brand to maintain the same image, regardless of where customers find you online. Risking the possibility of confusing your loyal customers, or even worse, creating conflict can have major long-term repercussions. A consistent messaging strategy avoids confusion and helps future marketing initiatives reinforce your branding.
Brand storytelling is complicated, we know. That’s why we help brands tell their stories with comprehensive digital marketing campaigns. Thinking about taking your brand to the next level? Contact us here or call us at (800) 978-3417.
