Did you know that around 2.5 billion pieces of content are shared across the web every single day? That’s a lot of competition for your audience’s attention.
So, how do you ensure that your content is read, connected with and genuinely anticipated? The answer lies in a strong brand strategy—specifically through brand storytelling. It’s not as daunting as it first appears; it just requires a different approach to content writing.
While brand storytelling is by no means new, the meteoric rise of social media and content marketing has created massive opportunities to weave narratives into direct and indirect brand marketing initiatives. Today, brand storytelling has become a top strategic priority.
At its core, brand storytelling is the ability to create an ongoing conversation about your product, service and business. It shifts the focus from the product features to the human story behind the brand, offering subtle and creative content so your readers don’t feel pressured or pushed into buying.
Words and design: A match made in heaven
Despite the importance of captivating design, it’s the stories that your content tells that make people decide whether or not they know, like and trust you, whether they feel you understand their wants and needs and ultimately whether they want to do business with you.
Brand storytelling cannot be achieved through design alone. Words and design, working together, are a match made in heaven.
Brand design is the initial bait, but to build a real relationship, you need more. We communicate through conversation, making words essential. Words are what will tell your brand story, build your brand personality and ‘speak’ your message.
Consider this: You see images of a fantastic-looking resort, but will you book your holiday there based solely on an image? No—you are going to want to know more.
You will seek information on rooms, resort features, local attractions, added extras, reviews from previous guests and more. It’s the image that got you interested, but it’s the words that will tell the story and make the sale.
Your clients are the same. Brands that articulate their story, not just show it, will be the winners.
The power of strategic copy
Words have the superpower to evoke emotion, change mindsets and help people make decisions. The right words will create a connection that is difficult to deny—they can have people relating to your brand in a whole new way, reinforcing your message and truly affecting your audience.
Compelling storytelling compels action. Look at Nike: their content focuses on people and athletes rather than the product. It’s not about the shoes; it’s about aspiration, inspiration and the story. Often, the product is not even seen—there’s no need, because they are telling the story of their brand and their tribe.
Crucially, brand storytelling must be a two-way conversation. One-way content won’t work. If your content doesn’t provoke or encourage a response or a comment, then it’s just not brand storytelling. Stop simply telling your customers how great your product is; start telling them the story of your brand and how you will make their lives better, asking them to contribute and become a part of the conversation.
Secrets to great brand storytelling
Combining branding fundamentals with fiction and narrative writing basics can transform your content strategy:
- Tell the Truth in all you write: While you are telling stories, they must be honest, transparent and based in the reality of your brand, products and industry.
- Infuse personality into your content: Entwining your personality will help readers connect and understand who you are.
- Create inspiring characters: Whether from an employee’s point of view, a third-party perspective, or a customer’s journey, creating characters that people will cheer for helps your brand story connect.
- Stick with the formula: All good storytelling has a beginning, middle and an end, so follow this formula in your own brand storytelling.
- Don’t tell it all: Leave your readers wanting more in order to have them return time and time again to engage with the next instalment. Use hooks (such as “watch this space”) at the close of the content or on social media, alongside teasers, to keep people interested.
Design and Words Working Together as a Team
Many clients struggle to understand their own story and how it can be communicated to potential clients—particularly if you are selling a traditionally staid service or product, like financial planning or pest control. However, words can create an emotive, exciting and interesting story for any business, service, or product.
Even if you think your story isn’t that interesting, it can be when your storytelling is created with both words and imagery.
An interesting design makes the words more powerful, while creative copy makes the imagery resonate. Neither can stand alone.
Take a professional consulting website, for example: stunning imagery sets the tone, but without accompanying words, the full story of what they do and how they do it would never be understood.
For any brand or rebrand, the words are the beginning, the design is the next step and more words are needed to cement the message and continue the brand storytelling.
Elevate Your Brand Storytelling with Liquid Creativity
Design and words work together as a complete and cohesive team to project a full picture of your brand story. Your website, brand identity, packaging and marketing material can be beautiful, but if the words are not compelling, no one will engage.
Liquid Creativity works to ensure that both the design and the words function as a unified team to take your brand storytelling to the next level.
Ready to articulate your brand’s unique narrative?
Contact the team at Liquid Creativity, a local branding agency Melbourne businesses trust today to learn more about how we can bring your strategy, words and design together.
