Differences Between Marketing And Storytelling

Ad Blocker Detected

Our website is made possible by displaying online advertisements to our visitors. Please consider supporting us by disabling your ad blocker.

Storytelling As A Brand… How It Works And Why It Works…

Marketing Tips For Beginners

5 Tips For Ecomm

Story 1: BigCommerce

bigcommerce.com

Marketing Tips: How to tell a brand story people will love

At Hubspot’s Inbound14, Camille Ricketts, the Editor in Chief at First Round Capital, shared 5 actionable tactics every brand can implement to create a connection, a sense of emotion, and build loyalty that will surely lead people to actually love your brand.

 

To tell your your brand story, first and foremost, you must know who your audience really is. The more detail you can get, the better.

Continue to ask these questions until you can envision your ideal customer in your mind. Be specific when it comes to describing this ideal person. Ultimately you want to know how your brand can be a solution to their problems or simplify their lives.

Once you have your ideal customer in mind, learn how to position your brand. Ricketts presented the following formula to help you construct a positioning statement that will be the heart of your brand story. Fill in the blanks to start your very own positioning statement:

Once you feel like you have a strong positioning statement, use it to create a mindmap. “Start with one word that represents your brand and freely associate the images and words that come to mind until you hit a word that conveys emotion and sentiment,” says Ricketts. Once you evoke that emotion that represents your brand you’ll know it and so will your customers.

How Introverted Mathematician Beat 99% Of Other Marathon Runners By Avoiding People

Friends Don’t Let Friends Take Uber

How do you tell your brand story? Let us know in the comments!

Story 2:  From Kissmetrics

A brand story helps your customer build a tangible connection that makes them more loyal. Today we share 5 actionable tips to create yours.

Storytelling is all the rage. More and more brands are comprehending the power of stories to transform their presence and identity.

Iconic brands such as Disney and Coca-Cola have long realized the power of their brand story to build a connection with their audience. Companies like Apple possess brand stories that are legendary in their status.

There is a good reason for the popularity of stories among brands, businesses, and individuals.

Stories are a powerful tool in human communication. Research indicates that the human brain responds to the descriptive power of stories in deeply affecting ways, influencing both the sensory and motor cortex. To read a story is to feel an experience and to synchronize our minds with the subject of the story.

Synchronize is the right word. Scientists call it neural coupling.

In the process of neural coupling, a speaker and a listener share a story that allows their brands to interact in a dynamic and interactive way.

No, this isn’t “mind-meld,” even though some scientists use that term in an effort to describe it. It is brain activity that occurs in two people simultaneously, affecting the same areas of the brain during the process of storytelling.

Princeton researchers use the mirroring metaphor: “The listener’s brain activity mirrors the speaker’s activity.” Successful neural coupling produces greater comprehension, understanding, anticipation, and receptivity.

Trump Threatened Bezos…

Blogging Benefits For Business

The net effect of comprehension, understanding, anticipation, and receptivity is trust. By telling a story and connecting with the reader, a storyteller can actually generate trust in the reader.

Brand stories are not marketing materials. They are not ads, and they are not sales pitches. Brand stories should be told with the brand persona and the writer’s personality at center stage. Boring stories won’t attract and retain readers, but stories brimming with personality can.

In other words, your story isn’t dominated by some godlike figure who dominates the legend and infuses the company with life and power. No. Instead, your story is inspired by the presence of people who participate, create, connect, and develop the saga of growth and success.

Personality drives the story. But the story isn’t a biography of an individual. It’s the evolution of an entity told with personality.

People trust other people. The core reason why your story should be personality-driven is so that it will provide someone real for customers to trust.

Buffer’s story is simple. Even though the description of the company’s origin takes up a few thousand words, it is conceptually straightforward:

That’s it. If we try to pack more undulation into the story, we tend to lose the momentum that is integral to its success.

Simple stories are better. Science says so, and experience affirms it. While we may love the complexity of a Harry Potter plot, we can’t import that same complex model into the brand story. We need simplicity.

Every story has a beginning, a middle, and an end. The three-part model mentioned above carries this natural progression:

Be careful with the ending, though. It’s not supposed to be an ending like the end of the road. It should suggest the beginning of success and continuation.

Simple stories are more trustworthy. As some of the world’s most famous brands have shown, the complexity of the story can erode trust.

The answer to that question requires that you tell a story.

At its essence, a story isn’t really about your company. Your company is the construct, but the goal of the story is to create a connection with your customers.

Tell your story in such a way that it tells your customers we relate to you, we understand you, we are like you.

Few things can communicate that level of engagement like a story can.

A brand like North Face must connect with active and adventure-minded people. The whole idea of the brand is to inspire adventure and the outdoor life. Their mantra is “Never stop exploring.” The brand’s story communicates this ideal.

Be careful with the ending, though. It’s not supposed to be an ending like the end of the road. It should suggest the beginning of success and continuation.
Build your personal brand
Be active on social media
Tell the story everywhere
Encourage your customers to tell the story
Encourage storytelling everywhere

 

Story 3: From Entrepreneur

Don’t confuse storytelling with marketing

Prior to becoming a full-time branded content consultant and speaker, Melanie Deziel leveraged her degrees in journalism from the University of Connecticut and Syracuse University to lead the content creation and strategy for The New York Times, HuffPost Partner Studio and Time Inc’s portfolio of 35-plus media properties.

At Social Media Marketing World 2018, I had a chance to catch up with Deziel to discuss the differences between marketing and storytelling, which are often mistaken as being one in the same.

In the video above we discuss the following key differences and strategies around both tactics including:

Marketing is trying to sell where storytelling is trying to connect, entertain or inspire your audience.

The reality is that most C-suite executives aren’t consuming Snapchat or Instagram Stories on the regular, which is why a clear distinction should be made.

As I explained recently to an executive at a well-known Fortune 500 brand, your story is what makes your company human and relatable — not your products or services, which is what you sell.

The key to storytelling is what makes you stand out, which is what most companies struggle with conveying.

I often suggest that brands begin with their own employees who can articulate why they like working for their organization and show what “a day in the life” on their job looks like and then scale outward by engaging existing customers and influencers who can be the face and voice of the brand as well.

As Deziel and I discussed, content is like dating and “hooking up.” If it looks good and appealing then you’re likely to stick around and consume, engage and hopefully buy from the brand.

While more brands and creators shift their focus away from traditional digital marketing into storytelling, many struggles with the reality that the “view” metrics aren’t going to quickly be in the thousands overnight. That’s why it’s important to leverage existing communities like Reddit and even Instagram hashtags to get your content in front of users who might not follow you (yet) but rather follow the topic of discussion or subject matter.

Watch more videos from Carlos Gil on his YouTube channel here.

Carlos Gil
CONTRIBUTOR
CEO and Founder of Gil Media Co.
Opinions expressed by Entrepreneur contributors are their own.

Story 4: Ann Handley @ Forbes

entrepreneur.com

 

There’s an Art to Telling Your Brand’s Story: 4 Ways to Get It Right

First, let’s talk about that word story. It’s one I find impossibly squishy in a business context. For me, it can conjure up performance art more than industry.

But storytelling, as it applies to business, isn’t about spinning a yarn or fairy tale. Rather, it’s about how your products or services exist in the world. It’s who you are and what you do for others–how you add value to people’s lives, ease their troubles, meet their needs. A compelling brand story gives your audience a way to connect with you, one person to another, and to view your business as what it is: a living, breathing entity run by real people offering real value.

It’s true. Make truth the cornerstone of everything you create. Your marketing content should feature real people, real situations, genuine emotions, and facts. As much as possible, it should show, not tell. It should explain–in terms, people can relate to–how your company adds value to the lives of your customers.

It’s human. Even if your company sells to other companies, focus on how your products or services touch the lives of actual people. By the way, when writing about people, follow this rule: Be specific enough to be believable and universal enough to be relevant. (That’s a gem from my journalism-school days.)

It serves the customer. I’ve read many brand stories that were badly produced or just flat-out boring and came off feeling corporate-centric and indulgent. According to writing teacher Don Murray: “The reader doesn’t turn the page because of a hunger to applaud.” In today’s marketing context, that applies to anything you produce: video, audio, slideshows.

Armed with these fundamentals, ask yourself some questions:

Here are two companies that recently told their true, human, customer-centric stories in an original way.

In January, technology firm HubSpot produced its “2013 Year in Review.” Created with a tool called Uberflip, the online report reads more like an issue of People than a business-to-business production. Magazine “sections” include financial information, stories on charitable efforts and event wrap-ups. Data is presented in an eye-catching way–more infographic than a spreadsheet. Candid photos of new hires and staff “stars” get celebrity treatment in a lighthearted section called “They’re just like us!” (“They play with their dogs!” “They take selfies!”)

Why it works: HubSpot could have produced a static e-book or PowerPoint deck. But by using an analogy–borrowing a page (so to speak) from consumer magazines–the company breaks new ground.

An idea you can steal: What’s standard in another industry may be new to yours. Look to other parts of your life for inspiration and take an approach that is unique to your market.

Each year, privately held eyewear retailer Warby Parker reimagines the traditionally boring annual report into something new, and in doing so tells a bigger story. The 2013 report was the third such effort. Produced in-house, it took the form of an online calendar that recognized something significant that happened during each 24-hour period.

Warby Parker called out not only successes (its new commercial) but slipups (shipping errors) and quirky facts (that day three employees coincidentally wore a “weird shade” of yellow to work). Taken as a whole, the report tells a larger story of the company’s culture, people, customers and values.

Why it works: Annual reports generally underscore only the best bits of a business–the parts that show the company in the best light–and hide the bad stuff in the small print. Warby Parker chose a different approach: Highlighting in an original, accessible way its more human, sometimes vulnerable, yet wholly relatable side.

It’s true.
It’s human
It’s original.
It serves the customer.
Why it works:
Idea you can steal:

Leave a Reply