You hear so much about storytelling. But how do you tell a brand’s story and does anyone even care? More than ever, marketers need to focus on content to tell a story that not only captures the essence of a brand but helps you stand out above the noise.
Ask yourself these questions:
1. What is your brand’s personality?
Sounds weird that a brand has a personality. But when you write about the usefulness of your products, certain characteristics will become apparent. Those characteristics tell a story. For example, if you are promoting organic food, you already have something to say. Now your brand has particular characteristics.
2. Who is your tribe?
I will refer again to the organic food example. As you promote organic products, you’ll invariably attract a group of like-minded people in search of the same lifestyle. Your story will have to take this into account.
3. How does your brand relate to your tribe?
What do you have in common with your audience? Is it a lifestyle? Find commonality. It’s interesting to see how brand loyal one can become when there is a product you can relate to. I, for example, am addicted to Starbucks green tea lattes and I spend a fortune on them. As a result, I will logically be interested in people who hang out at Starbucks and who like hot drinks.
4. Who is the brand advocate within the tribe?
There is always someone in your tribe that has passion and will advocate your brand and your brand’s philosophy to anyone who will listen. These are the people you want in your corner.
5. Make your products useful.
Think about it. Why would someone have a relationship with a brand unless it provides some value? Besides one overarching benefit, your brand should offer other side uses. Take for example a hotel – why would you choose it?
Once you list these benefits, you need a particular item that makes this hotel stand out from the crowd. This is where the personality comes in. Maybe the lobby has funky art, maybe each bedroom is different. Think of things that your audience would enjoy and create a personality around them.
6. Who buys your products?
You have heard this a million times! Who is your audience? We need to understand their needs and wants and provide them. If you are selling coffee, gather coffee drinkers in a community group and ask them how they take their coffee. Or have users create a recipe-of-the-month and post it in the group and of course, give the user