The Advanced Guide To Building a Brand Storytelling Strategy That Will Actually Work
Building Relationships March 22, 2019 admin
Every brand manager has a plethora of duties while they develop their brand. While customer retention and customer acquirement are important, they heavily rely on your brand story strategy.
The story behind your brand will directly impact the trajectory of your brand. Before crafting a brand story, you have to do a lot of work. The endeavor may be confusing for some, so we’ve decided to split the process into 7 key things to consider.
After ticking all the right boxes, you will be able to develop a great brand story strategy and help your business flourish.
1. Try to implement non-linear storytelling
Traditional marketing revolved around storytelling more than you could ever imagine. Everything was done in a way that customers could see a conclusion at the end of your brand presentation.
The traditional linear system consists of a beginning, a middle and an end. However, throughout the years, this method has become less popular and more predictable.
In recent years, brands have seen less success if they wanted to lead their brand story strategy toward a linear path. Before developing your strategy, you should think of constructing it in an unorthodox way.
Unexpectedness is an important tool in the arsenal of every marketer. If you present your story uniquely and memorably, they will be more inclined to want to get involved with the brand.
“Stories don’t have to be told using just words,” adds Fanie McMillan, a senior marketing executive and a writer for assignment writing services UK. “Videos, GIFs and highlighting important bits using images is a great way to break the linear structure of a story. Because the method of storytelling will be unusual, your readers will want to know more.”
2. Be sure to map the customer journey
Before you even think of a good brand story strategy, try to find out the best way to reach your audience. Although many marketers and brand managers fail to do this, gathering data is now easier than ever.
All you have to do is track the performances of your experimental project launches and utilize that data in creating a map of the customer journey. What does this process include?
To configure all the details of your brand story strategy, you have to know which signs, triggers, and emotions people respond to. Once you find a formula that works with a test group, you can attempt to add expectations to the mix.
Creating these expectation-related goals will entice the customer to follow the path from creation to completion. Everyone wants to participate in a brand’s development and mapping out the journey is indispensable in achieving that goal.
Including emotions and expectations into an otherwise blank showing will likely result in an increased interest in your brand. Once you’ve implemented this method into your brand story strategy, your material will be deemed more relevant.
3. Create meaningful content
The beginning of your brand is likely a treacherous period, filled with many uncertainties. In this part of your brand’s development, it’s easy to assume any identity just for the sake of assuming it. Many brands falter in this phase because they can’t resist publishing meaningless content.
According to Superior Papers knowledge, bloggers and brand managers tend to overly prioritize post frequency instead of post quality. While you need a consistent brand story strategy, you want to emphasize quality over quantity.
The chances are that you will want to enhance your strategy with blog posts. Before developing a final version of your strategy, make sure you think of an ideal post frequency. Even though you might feel inspired at times, that influx of ideas is not eternal.
The most important thing to consider is how much creative resources you have. To increase your post output and quality, use those inspirational moments for writing down ideas and some rough sketches of what your project is supposed to be.
By doing so, you will be able to revisit old ideas and continue the story of your brand. Inspirational periods can be very fruitful and carry your brand story strategy for months.
4. Before creating, think of a destination
Every brand needs a story. The first thing you have to focus on is storytelling quality. Before you venture into the final stages of preparation, read your post and think of the ideal destination.
Some marketing experts would advise you to create content after you think of the goal medium. However, this may not work for everyone because it can hinder creative output and damage the quality of your work.
In spite of this method, you have to have a goal for your content. Is it meant to be posted as a text post with an accompanying image on Facebook? Do you want to make an animated video of it and share it on YouTube? Different mediums have different ways of functioning.
Tailoring your content for each medium will give you the best way of developing a consistent brand story strategy. With effectiveness, the people who need to hear the story will hear it.
Marketing may be less expensive nowadays, but you have to try harder to beat out the competition. Increasing the effectiveness of your posts will greatly impact the outreach your brand has.
5. Make a list of your core values and goals
One would think that, after all these years, writing down plans would be considered a staple in the marketing industry, but it’s not! While it may be hard to believe, most brand managers and marketers don’t consider writing down one’s tasks as a viable strategy.
To develop a brand story strategy, you need to form the identity of your brand, and that’s where the writing comes in handy. Having a schedule in the form of a list will greatly aid your brand’s endeavors.
Think of a list of 7 core values your brand embodies. After you’re done with that, ask your team to think of ways to promote these values.
Make a table with all your goals in both long-term and short-term time periods. By looking at your goals and values, you will find out how to include them and create an impeccable brand story strategy.
Don’t be generic or overly different. Every brand or product should communicate with people as a form of a solution. Promoting a viable solution effectively is everything you need when approaching the development of a brand story strategy.
6. Implement common themes and enticing questions into the strategy
Being unique is both an underrated and overrated brand quality. While there are still many brands that have uniqueness as their only goal, some are on the opposite spectrum.
On a daily basis, we see brands that try their hardest to follow only the already explored ways of content creation and expression. All of this results in a bad brand story strategy. To be able to forge a viable one, you have to find the “golden ratio” of creating content.
A good way to accomplish this is to post unique content, but with added common themes. Whatever you post subject may be, you should always connect it to other fields and industry branches.
Make sure that there is a substantial number of questions present, as they dictate customer participation. With active and loyal customers, you will be able to form a strategy that works.
Promoting communication through questions increases brand outreach and overall customer satisfaction. Questions directly play on curiosity and several emotions, making it an integral part in mapping out the customer journey.
7. Plan out repeated roll-outs of content
Inspiration isn’t never-ending. Although we’ve already mentioned the benefits of using windows of inspiration, there is another essential thing to consider.
At a certain point, you will run out of viable ideas, but you’ll also need to maintain a content publishing quota. The place you might want to scan for information is your own content. Now, the question arises, why exactly should you be using something already published?
“As you read through stories and posts, you will recall the creative process and get reminded of some key points. In less expansive pieces, there will be things that you might want to expand on”, explains Bruce Drown, a project manager at A-writer.com.
A single sentence is just what you need if you want to feel inspiration anew. Do a monthly reading of your older content and map out new ideas. The process is instrumental in creating a good brand story strategy.
An added benefit is that when new customers arrive and get acquainted with your story, you can roll-out old content in paraphrased forms. By introducing people to your brand slowly, you will gain a viable strategy and assure customer retention.
Tip: If you need help managing your content calendar and coordinating all the moving pieces, check out this post on How We Turned The Chaos of Managing a Content Calendar Into a Streamlined Process.
Developing a brand story strategy can be summarized in these seven key tips. By assuring that you always have fresh ideas and that your brand exemplifies goals, you can tell your story the way you want. With unconventional and non-linear methods, reading your content will be more interesting, and your brand will definitely attract more interest.
About the Author:
Scott Mathews is an eCommerce analyst and an avid writer. He works as a paper writer and supervises technical writing at Best Dissertation and Assignment Geek. Scott`s the biggest passion is blogging and travelling. He regularly takes part in different career growth conferences and contributes his posts to different websites.