Never underestimate the power of a good story in content marketing, since it can help elevate a brand over its competition. How? By infusing identity and history into its products and services, a business can compel its audiences and customers. This is how brands like Apple and Nike have such a universal appeal: the former conveys the story of innovation and being different akin to its founder. The latter is synonymous with perseverance and athletic success much like the sports icons endorsing its products. So if you’re a business owner running a startup or SME, then integrating compelling storytelling into your content creation and marketing plan is crucial. With it, you can get the edge you need over bigger rivals.Still, a moving and memorable story isn’t that easy. If it was, every company out there would have profound and rousing origins and messages associated with their brands and they would all be raking in the big bucks. The reality is that brand storytelling is hard. You have to ask yourself what your company really is. Then distill that into a conveyable narrative that draws in your customers and make them loyal. It can be done, and here’s what you can do to create your brand’s unforgettable story:
Soul Searching and Asking Tough QuestionsWhat does your company stand for? Looking inward is a prerequisite of excellent brand storytelling, but many would shy away from it. Why is that? Because the answers might not be pleasant. Not because they might unravel Terrible Dark Secrets, but that these truths might be mundane and unexceptional. No one wants to admit that. Nobody wants to admit that “we aren’t living up to our mission, we aren’t fulfilling our dreams.” And that’s exactly why these questions must be asked: not only to create a story but to make sure the company’s direction points that way too. By living the stories we tell, we make sure they ring true! You have to determine things like:
- What are the company’s values?
- How do we practice them in our daily affairs?
- Are we upholding these values and standards we claim to represent?
- How are our customers and our environment affected by our values and standards, and the way we practice them?
- What are the challenges facing our brand and how do we face them?
- If we asked our customers these questions, how would they answer?