Storytelling is one of the core elements of modern branding. By developing a memorable, emotionally resonant brand story told through a combination of modern storytelling techniques (e.g., written copy, interviews and video content), you can breathe life into your business.
Effective storytelling can help you build strong, long-term connections with your audience and eventually build a community of like-minded individuals who support your brand.
However, the word “storytelling” can sometimes be overused or, in some cases, misused and underutilized. Saying “We just need a story” is like saying “We just need a logo.” It oversimplifies a brand strategy that, when done correctly, will pay off more than expected. In today’s competitive media environment, I believe most brand stories fall flat. This is not because they are inauthentic or less compelling, but simply because these narratives were put out there without a proper strategy following closely behind as support. If you’re serious about using storytelling as a tool to grow your business, it’s time to think beyond simple slogans or catchphrases. With a holistic, tailor-fit storytelling strategy, your brand story evolves from a simple introduction to a business asset.
Why Strategy Matters In Storytelling
Every business has a story, but not every story pulls in an audience. Without strategic storytelling, a business’ story would just be words on a page, and it wouldn’t move the needle on brand awareness or thought leadership within your industry. Strategies always come with set goals or targets to achieve, so whether you’re aiming for market expansion, investor confidence or simply education and connection with your community, no effort is wasted in strategic storytelling. Every move takes you one step further to your business goals.
Here are five tips to help you rethink your plans to incorporate more strategic ways of telling your story.
1. Identify where you stand.
A brand story and a business do not exist in a vacuum. It’s important to first acknowledge that your brand is not isolated from the industry you belong in or the community you serve. Ask yourself these questions: What problem do you solve? What kind of people benefit from your solutions? What sets you apart from your peers? Strategic storytelling does not require you to come up with a clever fictional narrative; in fact, it discourages it. Why? Because the best brand stories are those rooted in a brand’s truth and self-assuredness. Once you’re able to identify your real-world value, you can then amplify it, making the truth of your brand resonate more clearly and powerfully.
2. Draw a clear line between story strategy and business goal.
In the same way that you need to clearly identify your brand identity to build a good story, you also need to identify your business goals to build a good storytelling strategy. For example, if your goal is to attract investors, then you want to show them that you’re worth investing in: highlight growth, vision and operational excellence. Or, if your goal is to hire the best talent, your brand story should revolve around company culture, perks and benefits for staff, good leadership and overall purpose.
Furthermore, if your goal is to expand your audience and attract more customers, then your story should reflect your deep empathy and understanding for the experiences of your customers and should also be supported with social proof from your existing customer base.
3. Use storytelling to establish yourself as a trusted name in your industry.
One-off stories may be entertaining, but their effect on people is temporary. A strategic storytelling plan does not aim to entertain or please; it instead helps you build a reputation that will last for as long as you’re in business. Consistent themes rooted in expertise, supported by research and delivered in easy-to-digest ways help you establish your brand as a voice of authority in your field. Telling your story across blogs, op-eds, media interviews and keynote talks helps you establish that consistency and build industry trust.
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4. Remember, the right choice of messenger can go a long way.
While CEOs typically become the face of the company, they don’t have to be the sole messenger of your story. In fact, a powerful brand narrative reflects a sense of community within the business—a shared culture of strong values that every person embodies in their own way. Team members, customers and partners can also serve as impactful representatives of your brand values. Identify the relationships that add dimension to your story and create opportunities for them to share their experience.
Examples include testimonials, brand activations, behind-the-scenes content and team-led speakerships.
5. Incorporate storytelling into all your communications strategies.
Your brand story should not be confined within the limits of the “Who We Are” page on your website. Storytelling should be the device you use to craft your entire communications plan, including press releases, speeches, social media content, email newsletters, internal documents and more. Beyond that, you should also build consistency throughout all the types of creative content you put out there, including your visuals, video content and overall brand design.
Establishing a consistent narrative in all the ways your brand presents itself not only draws customers or investors in, but also allows your team members to identify with something solid, such that they naturally become effective brand ambassadors in their own right.
When a story is compelling, effective storytelling can take it to the next level. In my experience, the brands that achieve success within their respective industries are typically those that know how to use the power of a narrative to their advantage, with clear and consistent systems in place that allow them to share their message with meaning, purpose and passion.
