Art of Brand Storytelling Part 3: Ensuring Your Story Has an Audience

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.

Joseph Riviello

Looking for a seasoned WooCommerce expert and digital marketing strategist with an unwavering dedication to client success? Meet Joe Riviello, the CEO of Zen Agency, with over 22 years of experience helping e-commerce businesses scale through holistic marketing strategies. Joe Riviello is a seasoned WooCommerce expert, digital marketing strategist, and CEO of Zen Agency with over 22 years of experience in the e-commerce industry. He is a passionate business development professional committed to helping businesses reach their full potential through various holistic digital marketing strategies. Joe's expertise lies in creating a seamless user experience for customers while delivering strong business results. He has worked with several high-profile clients across various industries, including retail, healthcare, and finance, helping them achieve their business goals through digital marketing solutions. Joe's journey to becoming a CEO started with his passion for technology and user experience design. He has always been interested in how technology can solve business challenges and improve customer experiences. Throughout his career, he has focused on creating e-commerce websites and digital marketing campaigns that provide an exceptional user experience while delivering strong business results. As the CEO of Zen Agency, Joe is responsible for leading the agency's strategic direction and ensuring that clients receive the highest quality of service. He is a natural leader who inspires and motivates his team to achieve their goals and deliver exceptional results for clients. Joe is a recognized industry leader and has spoken at several conferences on topics related to digital marketing, user experience design, and business strategy. He passionately advocates for data-driven marketing and believes that every business, regardless of size or industry, can benefit from a holistic digital marketing strategy.

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