How to Make Your Marketing More Effective with Storytelling
This is the first part of a five-part series on how to harness storytelling for more powerful, resonant, and authentic marketing while actually getting results.
Why Storytelling Matters
Before we dive in, let’s talk about why storytelling matters. The frenetic pace of our strained lives combined with excessive content feeds on media platforms that oversimplify complex human topics in 140 characters or less leaves us desperately craving relational understanding. Instead of being more connected on our "community” platforms, we’re more divided and divisive than ever.
Stories aren’t fairy tales. They’re true representations of events and experiences that, when communicated well, shape our understanding and build empathy.
During my course in marketing and communications roles these last 20 years, I’ve noticed a shift toward an over-reliance on the algorithmically restrictive social media platforms — platforms that trick us into media “bloat”, burnout, and apathy. We gluttonously consume content but if we’re being perfectly honest, we’ve engorged on a buffet of fried donuts — feels great in the moment, but sick and empty, we ultimately know it’s time to diet and seek more nutritional “food”.
My job roles ranged from advertising and public relations to strategy and branding before I started a business as a photographer and storytelling strategist. What so many wonderful mission-minded brands get wrong is taking the same approach as consumer brands: Empty, meaningless content that doesn’t get to the heart of why they’re selflessly helping other humans have better lives.
I appeal to you: Stop selling yourself like a can of Coke. Start connecting with your audiences in more meaningful ways.
Let’s dive in.
Part I: Get Your Brand Story Straight
Photo credit: Florian Klauer
Like a house, having a solid brand foundation matters. It keeps everything level and effortlessly handles the burden of the entire weight of the subsequent, visible growth. If there’s a crack in the foundation, the damage may be slow, but over time it can be irreparable if it’s not addressed sooner than later.
A brand story is your solid foundation.
Imagine we’re at a cocktail party or at a networking event. After swapping names, the question, “So, what do you do?” makes its way into our get-to-know-you conversation.
I can respond in one of two ways:
I create stories to build empathy and influence change.
OR
I take photos and write stuff.
Which one sounds more interesting?
The point of an effective brand story is to invite the people you want to work with into a more meaningful conversation and ultimately hook them to hire you without being smarmy.
What Is a Brand Story?
Brands heavily focus on the visual side: consistent usage of their logo, brand colors, fonts, pretty websites, and curating pretty little squares on Instagram. But if I asked five different people at an organization about what your company does, why it matters and the type of clients you want to work with, I guarantee I'd get five different responses. Many of those responses would be an underwhelming explanation of your extraordinary products or services.
A brand story defines the high-impact combination of your emotive messages to tell your prospects why you do what you do and how it makes their life better. It’s a simplified framework of a repeatable, actionable set of messages and images that work interdependently to influence your buyers and fans to choose (and rave about) your product or services above all others.
Most importantly, your brand story is designed to be conversational, authentic, and consistent.
Photo Credit: Green Chameleon / @craftedbygc
The Benefits of Having a Solid Brand Story
When your brand story is developed, there are huge intangible benefits:
The foundation for your “elevator pitch” and your sales deck
The majority of your website copy
Compelling bio intros for your social media pages
A roadmap to more effectively explain why your company matters, with a compelling invitation for your cause.
A go-to document to help your creative partners and contractors more effectively approach your projects
A vision for photo essays, human interest stories, and other brand stories that would create ongoing, deeper engagement with your audiences.
If you’re struggling to close sales or sense that people just don’t get what you do, this is where you need to start — back to fundamentals.
Me, in the emergency room receiving blood transfusions
Why I’m So Passionate About Brand Storytelling
A few years ago, I almost bled to death. As I peeled back the layers and began to address chronic health issues through painful detox and lifestyle changes, I needed a creative outlet to process the heavy emotions I experienced as a result of immense loss and change. I vulnerably shared my raw story on my social media platforms using my gifts of writing and photography.
Something amazing happened: People started to listen and change. Friends began to address their own health issues. They swapped toxic products for cleaner ones. They stopped ignoring band-aid solutions and dug into (and healed from) root causes of their health issues. In short, they changed their lives for the better — even earning income working for companies that create non-toxic skincare and home products.
I realized that stories build empathy and influence change. And what amazing things would happen if companies would do the same?
How to Create Your IRRESISTIBLE Brand Story
A good brand story boils down to three key pillars:
Articulating your value
Clarifying your best-fit audiences
Saying the right thing
The biggest mistake that brands make is leading with a focus on profits. No one works for free; we’re ALL in it to make money. Your brand story, however, needs to communicate that you’re not just using your customers (real human beings) for money. It’s communicating the heart.
Your brand story has very nuanced language — language that communicates your vision and strengths without coming across as self-serving. Hiring an experienced professional with a finer eye can transform a good brand story into an authentic conversation that lands a sale.
Warning: Overt sales pitch. I offer a Brand Story Coaching program to set your marketing foundation and make closing sales easier.
Keep following to read more of this series and how to integrate storytelling into your marketing communications.
