Building your brand is more than just creating a logo and catchy tagline. Your brand is your identity, the core of who you are as a company, and how you connect with your audience. But with so many companies competing for attention, how do you stand out?
The answer lies in authentic brand storytelling.
Many brands get caught up in trying to sell their products or services, forgetting that customers are looking for a connection. They want to know the authentic story behind the brand, what makes it unique, and why they should choose it over others. Authentic storytelling creates that connection by going beyond the surface level and showing the human side of your brand.
In this guide, we will explore the importance of authentic brand storytelling and how you can incorporate it into your marketing strategy. Let’s jump right in!
The Power of Storytelling
Humans are hardwired to respond to stories. From childhood fairytales to the latest blockbuster movies, we are drawn to narratives that capture our attention and create an emotional connection. This is because stories engage our brains on a level that facts and figures cannot.
Think about it – which is more likely to stick with you: a statistic about a company’s success or an inspiring story about how they overcame challenges to achieve that success? Chances are, the brand’s story will have a greater impact.
In fact, according to research from Stanford University, compelling stories are remembered up to 22 times more than facts alone. So, it’s clear that incorporating storytelling into your brand strategy can have a powerful impact on how your audience perceives and remembers your brand.
5 Tips to Humanize Your Brand as a Storyteller
Today’s consumers are more savvy and skeptical than ever before. They can spot insincere marketing tactics from a mile away, and they’re looking for genuine connections with the brands they support.
So, while telling your brand story can be a powerful tool, it’s crucial to get it right. Here are five tips to help you humanize your brand and create authentic brand storytelling:
1: Personify Your Brand
The first step in making your brand feel more human is personifying it. This means giving your brand a distinct personality, just like a character in a story.
Think about the values, characteristics, and traits that define your brand. How would it speak? Act? Interact with others? Incorporate these elements when creating your web content, blog posts, or any other brand messaging.
Here are some examples of brands that have successfully personified themselves:
- Apple: Known for its sleek and modern design, Apple portrays its brand as innovative and cutting-edge. This is evident in their marketing campaigns, product packaging, and even the layout of their physical stores.
- Nike: With its iconic “Just Do It” slogan and emphasis on athleticism – Nike personifies its brand as driven, determined, and confident.
- Ben & Jerry’s: Aside from their delicious ice cream flavors, Ben & Jerry’s is known for its social and environmental activism. Their brand is represented as fun, quirky, and socially conscious.
People are more likely to connect with a brand that feels like a real person rather than just a faceless corporation. So, take some time to define your personality and incorporate it into your authentic brand story.
2: Speak in a Language Your Audience Can Relate To
Have you ever visited a brand’s website and felt like you were reading a textbook? This type of formal, technical language can make your brand feel distant and unapproachable.
To create an authentic brand storytelling experience, use a language your target audience can relate to and understand. This means ditching the jargon, industry buzzwords, and marketing fluff across all web content and marketing materials.
Instead, focus on using language that your target audience uses in their everyday lives. This will make them feel like you’re speaking directly to them, rather than at them. Just be careful not to overdo it and come off as insincere or unprofessional.
3: Be Honest
There’s nothing more off-putting than a brand narrative that tries to deceive its audience. Yet, unfortunately, it happens all the time. Businesses often make promises they can’t keep, exaggerate their products or services, and hide negative aspects of their brand.
Don’t fall into the trap of trying to make your brand seem perfect – it’s not realistic, and your audience can see right through it. Admitting to shortcomings or mistakes can actually make for powerful brand storytelling. It shows that you’re not afraid to be vulnerable, and this level of authenticity will go a long way in building trust with your target audience.
4: Stay True to Your Values
Every brand has a set of core values that they stand for. These are the guiding principles that shape how your business operates and what it stands for. Take Patagonia, for example. Their core values of sustainability and environmentalism are evident in everything they do, from their products to their marketing campaigns.
Make sure your brand values align with your actions and the content you produce. If there’s a mismatch between what you say and what you do, your audience will notice, and it can damage your brand’s reputation. As the saying goes, actions speak louder than words.
5: Engage with Your Audience
Communication is a two-way street. Don’t just use your brand stories to talk to your audience; engage with them. Encourage conversation and feedback, whether through comments on social media posts or customer reviews. Respond to both positive and negative feedback in a timely and respectful manner.
Doing so will further humanize your brand and show that you value your customers’ opinions. It also allows for a deeper understanding of your audience’s needs and preferences, allowing you to adjust your brand strategy accordingly.
Ready to Take Your Brand Storytelling to the Next Level?
As you can see, your brand’s story is so much more than just a narrative. It’s an opportunity to connect with your audience, showcase your values, and build trust. By following these tips, you can elevate your brand storytelling and create a lasting impact on your target audience.
At Ayokay, we know what it takes to craft compelling content that resonates with your audience. Our team of experts can help you tell your brand story in a way that engages, inspires, and drives action.
Contact us today to learn more about our brand strategy and marketing services. Let’s tell your story together!
Jack Shepler is a Marketing and Search Engine Optimization expert. He founded Ayokay, award-winning marketing, and web design firm in Indianapolis, Indiana that has built brands, increased sales for businesses, and helped nonprofit organizations fulfill their missions since 2011. He uses his decades of experience to educate through the Ayokay blog and through public speaking. You can follow him on LinkedIn.
