How to start with storytelling
photo by stephanie harvey
“Once upon a time…”
Do you ever think about your business or brand as a story? Try it.
“Storytelling is the most sustainable way to create long-lasting value”
Branding in today’s age is about so much more than showcasing or selling. Today’s best synonym for branding is storytelling. It is all about the narrative. Why? Because more than ever, people relate to stories. People engage with brands, on an emotional level. In their feeds, on their social platforms. A well-crafted narrative is attractive and appealing. Storytelling is the most sustainable way to create long-lasting value. The type of value people will not just like but love.
But storytelling as a branding technique, it’s nothing new. It’s the content format + storytelling style you choose that will make the difference in today’s digital landscape. Let’s dive into it.
“When you know who you write for, it’s easier to know how to tell your story.”
First of all, your brand story doesn’t need to be attractive to everyone (this is a common mistake). Are you creating content for everyone? Then you’re not reaching anyone. This is why a description of your ideal client or reader is important, also known as “persona” in marketing terms. If you know who you write for, it’s easier to know how to tell your story. I mean, can you describe your audience the way you could describe your friend? Their type of personality? Lifestyle? Desires? Challenges?
With a clear description in mind, the inspiration for your storytelling style will soon follow. This is the solid start of meaningful and strategic storytelling.
The next step is to pick your style of storytelling. At KANVAZ we love to work with the following storytelling styles:
Using anecdotes, little real-life stories related to your business, purpose or passion
Making it personal, telling about yourself or your employee’s journey
Making it even more personal, involving the client. Telling their story through your brand.
Using fictional metaphors to explain the value of the brand. Creative and abstract.
“The vibe of your story comes to life with a tone of voice, vocabulary style, particular visuals and even colors.”
And last but not least, spread it.
Spread your story through the digital landscape using visual content. Photography, video, illustrations. Whatever fits your brand’s ‘vibe’. Don’t skip this step, pick a vibe. The vibe of your story comes to life with a tone of voice, vocabulary style, particular visuals, and even colors. Designers and illustrators can help you develop the style your audience will love.
Show, don’t tell.
