Six Ways You Can Enhance Your Brand Storytelling Skills
Telling your brand story is key to the success of your business. As a business owner, you are a key figure of your company, and it is your responsibility to act as a brand ambassador, letting others know about what your brand stands for and represents.
Your customers will appreciate your candidness and be able to relate to your company better, while your employees will resonate with how far your business has come. However, becoming an effective brand storyteller takes some effort: You need voice your company's story with authenticity, while making sure to show vulnerability and leveraging what makes you unique, all while creating different types of content.
So what else do you need to know? Below are some of the more effective ways business owners can become better storytellers and brand stewards, according to six members of Forbes Agency Council.
1. Don’t Be Afraid To Be Vulnerable
"Be vulnerable" is the No. 1 storytelling tip that we always give business owners in our LinkedIn Influencer program. You need to be willing to get personal when talking about your pain, your struggles and ultimately your successes. Lead with the emotional hook that will force your reader to click "See More." Then dive into the story and drop your truth like a hammer at the end. - Houston Golden, BAMF Media
2. Create Different Types Of Content
The most important way for a business owner to become a better storyteller is to create different types of content, telling your story again and again, on a variety of platforms. From Instagram stories to website and video content, to speaking at conferences, podcasts, and writing pieces in great journals, if you do something enough and consistently, you get good at it! - Cara Kleinhaut, AGENC Experiential + Digital Marketing
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3. Let Your Business Personality Shine
Businesses should have a personality, just as we do. If we attempt to run our businesses as sterile machines, we will never be able to tell a story. Stories, by design, are rich, compelling and engaging. Let your business personality shine! Don't replicate: Innovate. We tell the best stories when they are real, unique and deep, so let your business be something real and the stories will follow. - Luke Miller, Shop Marketing and Creative Group
4. Tell Stories Consumers Want To Hear
In 2018, business owners should leverage user-behavior data and analytics from their brands’ key traffic sources to create stories that consumers want to hear. Usually, this would comprise of a mixture of social, sales and market trends. The more that a story can be personalized, the more it can resonate with consumers, rather than getting lost in the sea of content that swarms people’s lives. - Darryl Mascarenhas, LivelyGroup
5. Leverage What Makes You Unique
Step one: Discard all the usual clichés and platitudes and focus instead on compelling case studies of how the company has thrilled its customers. Thrilled, not just satisfied. Differentiating a brand through its story is hard work, so companies must be willing to commit to identifying what truly separates them from everyone else. Hint: It is never a list of product features. - Ajay Gupta, Stirista Digital
6. Share The Stories Only You Can Tell
Find the stories that only you, as the business owner, can tell. That's where the drama and entertainment value lies — and it's the type of story only you can tell. Once you know what those stories are, find the ones with a powerful message, such as a powerful moral or value, and then carefully map out the ups and downs of the story. Bring the listener on a roller coaster ride, and end on an upswing! - Dan Russell, Vivid Labs