Brand storytelling is a popular approach to marketing that taps into the human need to connect with others through story.
Storytelling is changing pace and structure in the digital age. The brand story is distributed in every possible platform and in every format under the assumption that the attention level of consumers aspires to zero. the brand story cannot stand on its own . It must be integrated into providing clear and relevant value to your target audience ( usually unique and effective content)
A number of recommendations for creating a story correctly and efficiently
1. Short, reader-friendly structure. Keep in mind that you have grace of five seconds max. Try to create Snackable content
2. Try to use evergreen content in brand storytelling — one that will be relevant at any time in the near future. If your main message can’t last long — it’s probably not right story for your brand.
3. Use of metaphors in your brand story — for example — In our bank you feel at home, a vehicle that protects the family, etc. — preferably a visualized metaphor mainly video.
4. Use relevant key words — don’t forget that Google may also be interested in your brand story. Help search engine find you by combining relevant keywords into your title, text, or description of your photo and video. It’s what’s called searchable content
5. Keep the right pace — for example through Anaphora –
anaphora is a rhetorical device that consists of repeating a sequence of words at the beginnings of neighboring clauses, thereby lending them emphasis. One of Churchill’s Speeches is an excellent example of such use:
“ We shall not flag or fail. We shall go on to the end. We shall fight in France, we shall fight on the seas and oceans, we shall fight with growing confidence and growing strength in the air, we shall defend our island, whatever the cost may be, we shall fight on the beaches, we shall fight on the landing grounds, we shall fight in the fields and in the streets, we shall fight in the hills. We shall never surrender’.
(Winston Churchill, “We shall fight on the beaches” )
6. Transition and combinations between speech / writing in the first person and the second person . “Us and you together”. Feeling closer to the audience and an intimate dialogue may be part of a relationship. It is known that without a relationship there can be no effective marketing activity.
7. The brand story should be built in a way that can be broken down into small content units for distribution on social networks . This is the meaning of a methodology called content pieces marketing
