Note: This is the 3rd part of our Art of Brand Storytelling Series.
In the last post, we referenced the classic 1984 Macintosh ad. But, as great as that ad was, it had millions of dollars behind it, and it premiered during the Superbowl, which is one of the most highly watched televised events of the year. The quality of the ad and the amount of people watching it meant that it would be a surefire hit.
It’s safe to say that most people reading this won’t premiere their brand story in front of the Superbowl. So, here’s the question: How do you attract more eyeballs to your brand story?
The great thing about owning a business in 2016 is that this is easier than ever.
Research Is Key
You need to figure out who your audience is precisely is, where they spend their time at, and what brands they typically like to follow. For example, when a book or movie gets released, it’s marketed to the type of people who would be interested. Action movie trailers are advertised when an action movie is playing in a theater, for instance. This just makes sense, as you’ll be delivering your marketing to people who may actually want it. It’s also important to choose the right platform to share the story.
Don’t Give It All at Once
What do episodic television, movie sequels, and serialized comic books tell us? People enjoy their stories in portions. If you can, avoid giving your story all at once. Break it up into pieces. Drop cliffhangers to leave people wanting more. This isn’t necessarily a requirement, but it can increase the public’s interest in your story.
The Medium Should Match the Platform
Certain stories will work better with certain platforms. For example, if your story is textual, consider placing it on your blog. If it’s visual, use a more friendly platform like Youtube, Instagram, or Facebook. Doing this will ensure that the story can be naturally consumed, and that your audience can easily access it.
Encourage People to Get Involved
There’s one thing people love to do: talk about themselves. Through social media, get people to divulge how your company has influenced or improved their lives. Have them talk about their journey. Each customer’s entry is a brand story itself, and because it’s user-generated, it can be the most effective. This gets the conversation going, grabs attention, and will put your brand in the spotlight. And to add to that, people will be more willing to share your brand if the story being told involves them in some way. In many ways, these stories are the most relatable, which makes them very popular. Here some ways to get people involved:
- Develop one central idea for your brand story. That idea should be encapsulated by a slogan so that people can rally behind it. Think of Nike’s Just Do It, or even New Balance’s #Always In Beta. The Iconic Just Do It encourages people to get things done; the Always In Beta slogan encourages people to constantly improve themselves. Nike, through their slogan, can collect stories from customers who were able to “just do it” while wearing Nike products; New Balance can do the same through their slogan.
- Create contests for people to share their experience with your brand. Incentives will compel people to take action.
- Create contests for people to share your brand stories among their network of friends and followers.
- Use your campaign’s slogan as often as possible. Use it in hashtags, in blog posts, videos, etc.
The art of storytelling has evolved throughout thousands of years. In 2016, digital marketing is the perfect vehicle to tell your story to your target audience. Telling your brand story is one of the best ways to entertain, educate and engage your audience.
Are you ready to discuss how we can help you build your brand? If so, contact Zen Agency today! We are a group of branding experts.
Want more digital strategy advice and insights?
Sign up for our newsletter.
See more digital strategy posts
ADA Compliance Services
Your website is the tool through which you connect with all of your customers. Accessibility is key for ensuring that customers have equal ability to access your website, regardless of their personal capabilities. ADA compliance doesn’t just help ensure that your website meets the right standards for legal compliance. It also helps you connect with…
Why You Should Consider Headless E-Commerce
Using a content management system, such as WooCommerce, for your website provides an all-in-one solution for business owners with little or no custom coding. Many website developers are familiar with the approach, but it’s restrictive, providing limited options for creating a user interface. Having multiple front ends for different purposes is difficult. But fortunately, there…
What Is a Buyer Persona, and Why Is It Important to Your Marketing Strategy?
You are confident that your marketing plan is solid or at least heading in the right direction. But you’ve also heard an awful lot about incorporating buyer personas into the strategy. For those who may be asking “What is a buyer persona?” or wondering how to leverage them for your marketing efforts, keep reading. We’ll…
Why You Need to Pay Attention to Your Website’s Core Web Vitals
For years now, Google has been stressing the importance of the user experience to web developers, PPC specialists, and SEO experts. Each year, the search engine giant has been adding several UX components to its ranking algorithm, such as mobile-friendliness, safe browsing and HTTPS security, and the intrusive interstitial penalty (i.e. intrusive popups that can…
How Bad Web Design Can Affect Your Digital Marketing Campaigns
When you create a marketing strategy, you want to make sure that your marketing dollars are going to good use. While you put a lot of thought into developing a strategy that works to grow your business while staying within budget, there are some things that could be detracting from your marketing efforts without you…
6 Branding Misconceptions That. Just. Won’t. Die
You’ve likely heard the term “branding” used in a few different ways, so maybe you have a picture of what branding looks like in your head. Is it that bright red Target logo? Or maybe it’s that catchy jingle you can’t get out of your head. Or maybe you don’t have a clear picture of…
5 Mobile Marketing Mistakes to Avoid in 2021 (#3 Should Make You Sit Up)
It may already be a cliché, but someone has to say it: customers expect to engage your business on their mobile devices. We live at a time when smartphones are practically an extension of the individual. With the popularity of smartphones, mobile-initiated commerce has taken off. According to statistics published on OBERLO, mobile commerce sales…