Humans love stories. We always have. Today, those stories are often told with online content.
How do you tell your brand story in a way that gets noticed? Here are some approaches that work.
Tell unique stories or give old ones a new twist. Keep in mind that saying something is unique doesn’t make it that way.
Really dig in and find something that people haven’t seen or read before. Look for something different or surprising in the brand, product or service itself or the way you tell the story.
Asking the right questions can help you figure out whether the story will matter to your audience. Some great questions to ask and answer in your content:
- Who should care about this? Frame the story in a way that matters to the target audience.
- When did this begin? Timeliness matters.
- Why does this story matter? The more you can reflect why the story matters right now, the more it will resonate.
Writing some of your content in question form is also effective. Ask people a question and they will want to know the answer.
Paint the picture.
Stories need context. Give the reader all the details – in words, images and/or video – to understand the completeness of what you are talking about. Allow people to make a connection to your story by giving them ample context to relate to it.
Start somewhere compelling.
Don’t equate “story” with a chronology. You don’t have to start at the beginning. In fact, it may be more interesting to jump in at the middle or end, then fill in the details before and/or after.
Just make sure not to leave out any important details. Loose ends can ruin the impact of your story. You want people to focus on what you are saying rather than missing pieces.