Creating content that captures your audience’s attention, engages their emotions and communicates your message is a balancing act. But what if we told you there’s a secret ingredient that can transform your content from dull and forgettable to lively and memorable? That secret ingredient is brand storytelling. Storytelling by definition is “the vivid description of ideas, beliefs, personal experiences, and life lessons through stories or narratives that evoke powerful emotions and insights.” It is a timeless art that entertains and educates audiences, regardless of the industry, and can be applied across many communications mediums.
Storytelling helps us connect and identify with the world around us. According to Jennifer Aaker, “Stories are remembered up to 22 times more than facts alone.” When individuals and organizations understand how to craft a meaningful story, they build stronger bonds with prospects, customers and other target audiences on a profoundly human level.
Four Brand Storytelling Essentials that Empower Your Narrative
Harnessing the power of storytelling to create better B2B marketing content can be a game changer for individuals and brands looking to build strong connections with their audiences. Storytelling helps build audience buy-in in a way that facts, data and statistics don’t. Here are four key elements to hone your storytelling skills.
1. Follow a story arc.
Popular story structures such as the Hero’s Journey and Freytag’s pyramid guide readers through rising action with a well-crafted beginning, middle and end. This storytelling structure, often referred to as a story arc, is also a powerful tool in B2B marketing. But structure is not enough. Content has to be personal and needs a “hook” that resonates and drives action.
2. Leverage dialogue.
In storytelling, dialogue brings characters to life. In the B2B world, this translates to letting your customers speak for themselves through testimonials, first- and third-party reviews and case studies. These real-life experiences help prospects put themselves in the customers’ shoes. To add depth and credibility to your content, feature quotes from stakeholders, internal thought leaders and credible employees. This not only humanizes your brand but also builds trust with your audiences.
3. Identify a theme.
Every great story has a central theme or message that engages audiences. Identify the core theme of your content and weave it into your narrative. All potential buyers have one or more of six universal buying motives. These, according to the late, Roy E. Chitwood, include desire for gain, fear of loss, comfort and convenience, security and protection, satisfaction of emotion, and pride of ownership. If your stories focus on these themes and can show how your company’s core values, including vision, mission and brand identity are in alignment, you’re more likely to have a powerful story to share. Consider the popular speaking and conference platform TED’s vision statement to “spread ideas, foster community and create impact,” which permeates everything they do.
4. Maintain a consistent tone.
Consistency in tone, voice and brand image is essential for building a recognizable and trustworthy corporate identity. Determine the tone that best suits your brand and audience, whether it’s professional, friendly, authoritative, playful or modern. Once established, maintain this tone across all your content. A well-written and comprehensive brand guide and media kit ensure your brand’s personality and message are consistent through internal and external communications.
Humanizing Your Brand for a Better Connection
In the B2B marketplace, products and services can be complex and data-driven. Storytelling offers a unique bridge that helps brands delight audiences while communicating their value propositions. Storytelling is effective because it creates a meaningful connection between the author and the audience or the brand and its customers. When content developers use stories to harness their insights and experiences, it shows your audiences that they are the heart and soul of your business.
