Storytelling with Intention is the Key to Successful Brand Building

    November 27 2019

    "Storytelling is the most powerful way to put ideas out into the world."

    This powerful quote from award-winning author Robert McKee, whose 1997 opus Story: Substance, Structure, Style and the Principles of Screenwriting now serves as required reading for film students at Harvard, Yale, USC, and UCLA, leans into one of the most underrated cornerstones of successful brand building: storytelling.True in industries far removed from the silver screen, brand storytelling is creating a deep connection between your narrative and your customers. Successful storytelling is a staple of every impactful brand. From global titans like Apple and Coca-Cola, down to individual superstars like Rihanna and Ariana Grande, every powerful entity orbits a much larger brand narrative.

    Why is Brand Storytelling Important?

    Publically decoding your brand is a clever and effective humanizing maneuver. It has the unique ability to ground your brand without stripping away its aspirational value. Transparency through storytelling can be disarming and has an irreplaceable authenticity to it. And, contrary to popular belief, transparency isn't near as vulnerable as many would make it seem.Don't think of it as being a magician showing your audience exactly how to perform your most desired trick. Instead, imagine inviting the audience into your mind before the trick even takes place. The real intrinsic value lies in sharing your values and purpose.Brand storytelling offers a window into your origins and often your inspirations. Sure, some people support brands because of great products and desirable experiences. But what ignites customer loyalty is a connection - a shared idea or ideology for which they can identify or aspire to — something they can find strength or motivation within.

    Three Powerful Storytelling Growth Tactics

    Explain Your Origin Story - Reminding your audience why your brand exists is critical to the storytelling process. As previously mentioned, some people do lead with product purchases, but others oftentimes prefer to buy into the story before any tangible currency is exchanged. Aside from sharing your origin story, it's equally important to speak towards the evolution of your company and future goals.Share What Inspires and Motivates Your Brand - Inspiration is a sharable item. Share what inspires and motivates your brand with your audience. Make your customers feel like they're a part of your story. Aside from the obvious impact of sharing insights that led to business success, you're building a bridge that makes your success story relatable and attainable to others. You're providing tangible details that set you on a course to triumph. Share what keeps you going.What Problem is Your Brand Solving? - Every brand is solving a particular set of problems. Let your audience connect to the issue you're trying to solve and how they can be a part of the solution along with your brand. Connection sparks loyalty and loyalty allows you to build a stronger bond with your followers. That solution should play out on your social channels.

    The Importance of Visual Storytelling on Instagram Stories

    This year, nearly 25% of Instagram users swiped-up on branded Instagram Stories. Almost 60% of brands are using linking IG Stories to a shoppable page. Marketing through Stories next year will be impossible to avoid. And if you're telling stories the right way, it will not only amply your business, but with the help of PLANOLY, save you plenty of time in the process.Storytelling is quite possibly the most significant human connector. It's the bridge between businesses and millions of consumers. 80% of IG users follow at least one brand on Instagram, and more than 200 million users visit a business profile at least once a day. You can and should be one of those businesses.Whether you're new or a veteran in creating IG Stories, our StoriesEdit app makes it easy to create clean and beautifully designed graphics for Stories. And as always, the PLANOLY Instagram and Pin Planner tools are there both on the web and the app to help you plan and share your brand's story. The PLANOLY app and web platform simplifies social media marketing by allowing you to visually plan, schedule, and analyze your Instagram and Pinterest content.

    Learn more about Darren Griffin, on PLANOLY

    Darren Griffin

    Darren Griffin was a contributing Senior Writer at PLANOLY. His expertise includes culture, fashion, and social media marketing.

    More by Darren Griffin

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