How To Use Brand Storytelling In Digital Marketing

How To Use Brand Storytelling In Digital Marketing

 

Brand storytelling is a way to use content to tell the narrative of business to differentiate it from the competition with a compelling story.

  • This TED talk from Simon Sinek captures the essence of why a credible and authentic brand story should be at the heart of your content.
  • Customers aren’t hooked by the ”what” or the “how” you sell, the real point of difference comes in the ”why”.
  • Only you can own your brand story. Use your content to tell the story on where you’ve come from, where you are and where you’re headed – bring your customers on that journey with you.

 

Kenco is Honduras’ biggest coffee export customer, however, the country is ravaged by gang violence. They wanted to give something back that was true to there entrepreneurial spirit and aligned with there corporate social responsibility. The Coffee versus Gangs imitative saw Kenco train 20 young people get them into the coffee business and out of crime. They partnered with the Telegraph to create a digital content hub that told the story in a documentary style of Coffee Versus Gangs ranging from short-form video to articles and long-form video.

The results:

  • Over 5.5 million have engaged with the content since Coffee vs Gangs began
  • Sales of Kenco are up by 8.4%
  • Market share has increased by 3% despite being outspent 4-to-1 in media by it’s biggest rival

 

Another Case Study

 

This case study from DKNY shows how a potential crisis situation was averted by linking back to the brand’s story and dedication to NY visuals.

What happened:

  • Humans of NY was approached by the brand but declined to sell their images
  • DKNY purchased what they considered different images from a third party but it transpired these were Humans of NY’s images resold.

 

Here, you can see DKNY’s response where they tell their brand story to expand their love of NY imagery, apologise for the error and make a donation to a NY charity to further make amends.

brand storytelling

 

Here are some steps to creating your own brand business story:

#1 Define your personality and be true to your brand

The first step you need to do when you are setting up your brand storytelling effort is to define your personality. Before you launch out. you have to decide on what you want to be known for. You must decide on the tone you want to use to communicate your audience so that there will be consistency in the communication process.

 

#2  Identify your audience adequately and what they will respond to emotionally

There is a need for you to identify your target audience and determine how you are going to respond to the enquiry of your audience. You must have taken time to find out the kind of messages that will resonate with them. When you take time to research your audience, you will know the type of message to push out to them.

 

 

#3  Always map your story back to your buyer persona

you also have to be careful when you are creating the story to share with your audience. You have to make sure that the story you are creating aligns with your Buyer Persona characteristics. You must ensure that the story that you have created resonate with them. It must be the kind of that will convince them that you can actually soft their problem.

 

 

#4  Do not forget your business objectives.

You have to make sure your story is delivering on your wider business objectives. The main purpose of your digital marketing activities is to achieve your business goals. When you are creating your stories, you have to make sure that they are stories that can assist you in achieving your business objectives. You must also continue to refine your goals in order to reflect dynamic business objectives. 

 

 

 

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