September 15, 2014
Brand storytelling gives you the opportunity to connect with consumers through a medium that’s been used forever, but has evolved with technology. Storytelling has always been used to convey ideas and values, and to pass them on from one group to another.
It’s only natural to incorporate storytelling in order to convey messages about what drives your brand, what’s important to you, and how you wish to be perceived.
Why are stories so powerful?
Stories give us the ability to use characters, settings, and conflict to convey something to our audience. The message is different for each brand, but it’s usually something that’ll give more insight into what your brand values, and why you do what you do.
The best stories usually don’t hit people over the head with their message, and still manage to convey it with careful choices about who’s telling the story and how the audience will relate and respond. Now that we’re using video, and social media to share these stories, there’s a bigger opportunity for your story to resonate with someone who will pass it along, so it’s able to reach more people than ever before.
The pitfalls of brand storytelling
The worst thing brands can do is sacrifice values and message for entertainment. There are plenty of funny videos out there that rely on shock value or controversy in order to up the number of clicks. If your strategy is to get a lot of hits, or potentially go viral with a video that doesn’t actually represent what your brand stands for, what are you actually accomplishing?
The best thing brands can do is use storytelling that compliments your message and how you’re representing yourself in the present, and how you plan to in the future. Storytelling for the sake of clicks or exposure doesn’t mean much unless it sticks close to a consistent message.