![]() This is important not just to pique interest but to draw them into the story. But people need to feel personally connected to them. They can be entertaining, educational, or inspirational. If you want to tell a good story, it has to be interesting and relevant to the people you’re trying to reach. Thus, too many brands are focused on what they want to create (or what other brands are creating)-and not on what people actually care about. There are a million brands vying for attention, hopping on whatever bandwagon their competitors are on. ![]() It’s meaningful. Everyone is dealing with content shock.When you tell stories that fall into these categories, you can set your brand up for success from the jump. Ultimately, it comes down to five specific elements. Of course, to do this well, you need to understand what makes a brand story (specifically your brand story) impactful. Whether it’s the story of how you built your business or the story of how your product improves people’s lives, finding a unique brand story is one of the most effective ways to entice, engage, and encourage people to build a relationship with your brand. When you can tell a compelling brand story, people are naturally captivated. Similarly, when we hear someone speaking, such as a narrator in an animated video, it triggers neural coupling, an experience where our brain activity mirrors what a speaker is saying.īut it isn’t just about seeing images or hearing a human voice it’s the core story that matters. For example, video triggers emotional contagion, a phenomenon where our emotions mirror what we see on screen (again, think of the horror film response). This explains why you feel anxious while watching a horror film or happy when the lovers finally get together at the end of a book.Īnd different mediums and storytelling tools affect us in different ways. When you’re invested in a good story, your brain physically responds to it.Ī good story can trigger your brain to release cortisol (the stress chemical) or oxytocin (the feel-good chemical). A brand story grabs attention, elicits an emotion, and engages people-and that goes for storytelling across all mediums. Why is storytelling so powerful? Because it triggers a biological response. If your content hasn’t been working (or you know it could work better), follow this simple guide to tell a story that is interesting, engaging, and memorable.īut first, let’s dive into what makes a story interesting, and why it’s so damn effective. We want everyone to create better content, so today we’re sharing our best tips to help tell a brand story that is impactful. ![]() Luckily, in that time, we’ve also learned what works and what doesn’t when it comes to storytelling. Similarly, a 2014 study by n euroreconomist Paul Zak found that a character-driven story caused people to donate 56% more money to charity.įor this reason-and many more-If there’s one thing we know from working with hundreds of brands over the last decade, it’s that learning to tell a good brand story is the key to success-regardless of your product or industry. A study by Origin and Hill Holiday found that people spent more on everything from hotel rooms to paintings when products or promos were paired with a story. Telling your brand story is crucial for marketing, but it can also improve your bottom line. In fact, according to the Content Marketing Institute’s 2019 B2C Content Marketing Trends, only 52% of marketers frequently use storytelling in their marketing. Unfortunately, many brands are trapped in the quantity over quality mindset, forsaking compelling storytelling for product-centric content that doesn’t really connect. The Value of Your Brand Storyīut when it comes to storytelling, just because you create content doesn’t mean you’re effectively telling your story. The better you do this, the better you can stand out and stake your place in the marketplace ( among other benefits ). Through story, you can effectively humanize your brand and communicate who you are, what you do, and how you can help people. But how do you cultivate that connection? By telling your brand story. In an era when people are tired of being talked at and sold to, people crave genuine connections with brands.
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