Have you ever read a story and felt like you were in the main character’s shoes?
As MRI brain scans have shown, when you hear a story, your brain is processing language, feeling emotions, and imagining movement in your body. In other words, we experience stories as if they’re really happening to us.
That’s why stories are easier to remember than random facts. A story has an emotional impact whereas a fact is just something we should remember.
If you run a business, you can use this concept to your advantage. Read on to learn how to use storytelling for marketing so you can help your business stand out from the competition.
Tell a Story About Your Brand
The first step is to tell a story about your brand. Don’t rely on boring details and sales figures. Pretend like you’re introducing your company to a party guest as if it were a cherished friend.
To start writing your brand story, try answering some of these questions.
What need does your business serve? Who are your ideal customers? What makes your brand different from other companies like it?
Say you own a bakery that specializes in artistic wedding cakes. Your ideal customers are high-budget brides who want a show-stopping cake at their reception.
You’re different because you’re a classically trained pastry chef for whom no concept is too daring. You love to try out new shapes, colors, and experiment with unique flavors.
Put Yourself in Your Customers’ Shoes
Once you have a rough brand story in mind, rewrite the story from the perspective of your customers. What are their motivations? What are their life goals and aspirations?
Using the bakery example from above, let’s rewrite the brand story from the perspective of a bride.
Your business model is designed around the concept of collaborating with brides. You’re willing to break with wedding cake tradition to give them the exact cake they’ve been dreaming about. You cater to brides who are looking for something unconventional and daring.
Find the Theme
Once you have a brand story outline and you’ve thought about your customers’ perspective, it’s time to find the theme. This is the hook that tells a story about what you do, who you do it for, and why you’re different.
For the bakery example, the hook could be something about breaking tradition. An unconventional baker who collaborates with unconventional brides.
With your theme in hand, you can tell your brand story. It should include your business journey, but make sure the story is wide enough to include your customers.
Then you can use your brand theme to create a marketing campaign for your business. You should also make your website and logo reflect your brand storytelling. Search online for web design near me to find an expert who can design your website based on your brand theme and narrative.
Use Storytelling for Marketing To Set Your Brand Apart
Using storytelling for marketing can turn potential customers into loyal clients. Good storytelling should create a narrative around your brand that aligns with the values of your company and your customers.
To find more tips on building a brand, keep scrolling through our blog.