When we hear the word “storytelling,” we most likely recall a memory of a friend or family member telling an anecdote.
They may use humor or inflection in their voices to add personality to their story. But what happens when the new way to tell stories is via digital channels and your personality can get lost in translation? Think of a time you sent a text message where the intended sarcasm didn’t translate to the recipient, or the recipient misconstrued the tone. In a world of digital storytelling and messaging, how do we ensure that our brands are not only standing out in a sea of content but also not being lost in translation?
Here are five tips that not only can help build your brand narrative clearly, and even translate across numerous channels.
- Get Personal: Your personal story is the “why” behind your brand – the passion, interests and experiences that led to your company’s creation. This part of the story creates an emotional connection with users and potential customers.
- Define Your Business: Your business’s story focuses on what your company does for consumers. Be humble, don’t tell people how great you are, tell them why you created this company, and how it will positively influence their lives. Make your company relatable.
- Consumer Storytelling: Your consumers can be your biggest advocates. Reach out to them and let them add to your narrative. It shows you care about their opinions and also allows you to express a different point of view.
- Right Place. Right Time: Content is the basis of storytelling, but so is delivery. Make sure you are telling the right story on the right platform. If your audience is mostly on Facebook and Instagram, tell your story through video. It’s quick, visual, and to the point. It captures not only the message but also the personality and emotion of your brand.
- Be Authentic: Always tell the truth – with all of the fake news circulating, people are researching companies more and more. Be sure to be genuine and always share truthful information, or consumers will question your credibility, and your brand will lose trust.
Once you have the foundation of your story, the rest should come naturally. Remember to stay true to your narrative and carry it across all platforms. Your social posts should reflect your website messaging incorporated into your paid ad campaigns. Through cohesive storytelling, the odds users misunderstanding your message decrease drastically, while the connections with your audiences increase.