Part 2 of a series focusing on brand storytelling.
Storytelling is a powerful tool that can help organizations reinforce their relevance, engage audiences in their brand, even influence behavior change. But many marketers are participating in storytelling without a clear understanding of where they are in the story or how to effectively contribute.
Here are 3 big tips to keep in mind as you craft your brand’s story:
1) You almost never start at the beginning.
Like most of us, you’ve probably either got one piece of the communication pie or you’ve stepped into your role at the company with a brand which has already built up some equity. Either way, it’s wise to take stock of where the brand has been and where you are in the story arc. Like any good story, your brand has probably had some public challenges or has encountered adversaries. You should map them out so you understand the story to date.
2) You shouldn’t contribute a chapter without understanding your character.
We often research the context and develop the action, but do we always understand the motivation? Have a clear understanding of your brand’s values, voice and identity. You can use that profile as a guide in all communications but it’s crucial for storytelling. If it feels out of character, then it probably is. If others in your organization are contributing, make sure everyone is clear on your brand’s character.
3) You don’t own the brand story, you add to it.
A brand’s story isn’t just yours to tell. There are countless others contributing to it. You may have communications firms working on different parts of the business, conversations occurring on multiple social media platforms, you may even have products and programs in the pipeline that will add to the story. It’s important to understand that being a good brand steward means understanding the complexity of the story as well as who is contributing and why. Take stock of key contributors, channels, and milestones so you can better manage the story by feeding the right content to the right channel at the right time.
Practice these 3 tips and you’ll build a stronger, more cohesive brand story.
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