5 Storytelling Techniques For Brands

Storytelling is one of the most effective ways to market and sell
your brand. Companies like Nike tell the story of ordinary people doing
extraordinary things through perseverance. “Just Do It,” doesn’t just
mean to do something. It means to be strong, to fight, and to push.
Coca-Cola tells a story of love and world peace. Is it practical to
think that Cola can bring about harmony to a world torn apart by war and
pain? Of course not. But around the holidays when you see those Polar
Bears drinking a Coke, you might think otherwise.


Both of these are powerful examples of what a story can do for a
brand. But Nike and Coke are not the only companies that need to tell
stories. Every business needs to tell stories to captivate their target
audience and convert them into paying customers. 

Your “About Us,” page
of your website should tell a compelling story about your brand. Your
advertising efforts should all tell stories that connect your audience
to your product. They should feel like a part of your business and can
relate to what it is that you are selling.

1. Follow The Classic Story Pattern

Classic stories work for a reason. There is a tried and true method
to take the reader or listener on a journey. You know what to expect.
You know who to cheer for and who to hate. And you know what to expect
(except when it comes to the conflict and the climax – nobody should be
able to anticipate what they will be).




One example of classic story patterns is “The Hero’s Journey,” in
which a person seeks to right a wrong or overcome their past. Another is
the “Coming of Age” story in which a young man or woman grows up and
learns about the trials of life. This story format works because
everyone has experienced something similar. You might not have
experienced your best friend have a Bar Mitzvah on your 13th birthday,
like Kevin Arnold did in “The Wonder Years.” But you have experienced
friendship and disappointment. Stick to a classic story pattern, and you
will instantly be more relatable to your audience.

2. Be Authentic

The best way to tell a story is to tell a true story. If your family
started their business in their basement and struggled to make ends
meet, tell that story in the most genuine way possible. Don’t try to
tell the story about how your pasta is better than the other pasta. Tell
the story of your grandmother throwing pasta on her ceiling when she
was 16 because she just knew she wanted to cook for a living. In your
commercials, make your actors look relatable, like an “every man.” Have
interviews with real people in your advertisements. Engage with your
customers on social media. The bottom line is this: be likeable and
real.

3. Don’t Sell Your Product

I can hear you screaming at your computer. “Don’t sell my product?
What’s the point of all this awesome storytelling information if I can’t
use it to sell my product?” I get it. But hang on. You aren’t going to
sell your product. You are going to allow your story to sell your brand.
Consumers are smart. They receive thousands neural signals constantly.
They are bombarded with advertising, and they can sense a sales pitch
form across a football field. All you will do if you try to blatantly
sell your product is to scare away your customers. Instead, become so
likeable that your viewers choose to support your brand.




Consider the recent Budweiser advertisement
that sought to reduce drunk driving. The lead in the commercial is
shown adopting a puppy. The puppy grows up throughout the commercial,
and we see the man playing with him and bonding throughout his life.
Then the man leaves for a night of drinking with his friends. The dog
waits…. and waits…. Morning comes, and we are left to believe the man
has been killed in a car accident – the dog’s fate unknown. Finally, the
man returns and tells his dog he slept at a friend’s house. Nowhere in
the commercial does Budweiser make a comment about their beer being
better than other beer. All they say is this

4. Match Your Story to The Format

Telling a story visually requires different skills than telling a
story orally because people respond differently when they are listening
than when they are watching something. When you are writing your story
for audio formats (like a commercial, or in-person sales call) consider
the tone and volume of the speaker’s voice, hand gestures, and facial
expressions. When you’re telling your story visually (on your “About
Us,” page or in a magazine) consider the pacing of the story, the layout
of the page, and readability. Include visuals and charts/graphs if
applicable.

5. Make The Conflict Clear

The conflict is, arguably, the most important part of a good story.
The hero must rise to overcome some obstacle. Without overcoming a
challenge, he cannot grow. And characters that don’t grow (static
characters) are not interesting or relatable. When you are telling a
story, whether it’s the story of how your business got started, or a
fictional commercial about a man racing to catch a bus and ultimately
running into the woman who will become his wife, you must make the
conflict absolutely clear. Make the audience care about what’s at stake.




People are social creatures. We love to talk about ourselves and
other people. We don’t like facts and data as much as we love a good
story. It’s the reason why cinema and excellent novels will never become
outdated. Man has been telling stories since the dawn of time. Even
without a written language, we managed to pass stories from generation
to generation.




Stories bind us together in a way that nothing else can. When we hear
a story about something or someone that we can relate to, we
inadvertently care more about that person because we see ourselves in
them. It’s essential for marketers to understand this fact. If you can
create a story for your brand that people will care about, you will find
that more people are willing to listen to your pitch or consider using
your product. Remember, your brand is replaceable. Your story is not.