If you’re out there hustling to grow your brand and connect authentically with customers, you know it’s hard to go five minutes without being clobbered by the message that “STORYTELLING SELLS!”
It can be a lot, we know. But while we’d never clobber, we are storytelling junkies. Because stories are magic. They are, after all, the reason we humans “feel all the feels.”
And when crafted correctly, stories are your most powerful tool to build a community of loyal customers. Marketing guru Seth Godin puts it simply:
“Marketing is no longer about the stuff that you make, but about the stories you tell.”
You already know that your brand story writ large is meaningful, unique, and relatable. That’s why you started the company in the first place, right? And it’s easy to stare off into space, pondering all the delightful individual stories connected to how your brand’s mission and vision came to be.
Less straightforward is the process of: 1) writing those stories down in a format that works, and 2) deciding where in your marketing mix to position them.
It can be overwhelming, but it doesn’t have to be.
Time to start building your storytelling portfolio
This is where the rubber meets the road. Your brand needs “storytelling assets” that can be deployed at various parts of the customer journey.
Some of the most common storytelling assets include:
- Blog posts
- Social media posts
- Email newsletters
Think of these mediums as conduits to your audience. Collectively, they tell the unmistakable story of YOUR brand.
It’s really as simple as that.
Of course, stories can be shared in a myriad of other ways too, like product descriptions, short form videos, podcasts, even AI. But let’s not get ahead of ourselves!
If you are convinced that brand storytelling isn’t just a flash in the pan (trust us, it’s not), read on to find out how you can kickstart your journey to brand story magic.
Guess who’s back (back again)?
No, it’s not Slim Shady (in the marketing world at least!) Nor is it the rambling mommy blogs that rose to prominence as Eminem dominated the airwaves in the early 2000s.
Top brands across industries now invest big-time in blog creation, and they’re definitely not burying them in the tiny-print links at the bottom of the page anymore. Check out Patagonia’s Stories, or Johnson & Johnson’s Personal Stories (both given prime real estate at the top of company websites) for examples of how blogs can be the vehicle for powerful, beautifully-crafted brand storytelling.
Why do these companies spend so much time and money on their blogs? Because the best websites are no longer purely transactional. Customers want more interaction than an “add to cart” button. Brands that understand our human desire to connect through stories differentiate themselves in a crowded marketplace.
What does this mean for you? Blogs are a fabulous entry point into brand storytelling (in addition to providing a major boost to your website’s SEO and ability to be surfaced by AI platforms). Write posts yourself or hire someone to do it (we’d be thrilled to help), but don’t sleep on this one. Your competitors are out there telling their stories and building their tribes. You should be too.
Keepin’ it real
While we love an inspo file to get the creative juices flowing, your company doesn’t need Patagonia’s marketing budget or roster of international photojournalists to create one hell of a blog. There’s nothing more democratic than story.
Let’s look at an awesome brand we used to support that had story in its DNA. The goal for RackHouse Whiskey Club was to find “the best distilleries with the best stories.” Those stories were woven into everything from their podcast to their subscription box inserts.
And those sophisticated storytellers know that there’s no better bang for your buck than a blog post. Take this post about 10th Mountain Whiskey and Spirit Company for example. Just for a moment, readers are transported to the snow-covered Italian Alps, where outnumbered American soldiers won a key battle against the Nazis in WWII because of their unmatched bravery and proficiency on skis.
RackHouse drew people in with stories that evoked emotion.
What do we love about this storytelling asset?
- Poignant
- Brief
- Crystal clear
- On-brand
By consistently deploying this simple strategy, RackHouse saw its website traffic dramatically increase.
But that’s not all. Once blog posts are written, it’s a breeze to adapt the content for social media (and email newsletters too, for that matter).
Coming soon
We know that the nuts and bolts of brand storytelling can be a bit…bewildering. That’s why we’re launching a monthly series that features:
- Examples of best-in-class storytelling assets
- Tips for identifying and crafting stories to elevate your brand’s storytelling portfolio
- Strategies for where and when to share stories for highest impact
Keep an eye on this space, storytellers! Your brand is a gold mine of compelling stories, and we’re here to help get them from your heart onto the page.
Ready to strengthen your brand with intention?
In a time when trust is at an all-time low, clarity has become a competitive advantage. At Ampersand, we help mission-driven brands strengthen their credibility so their values, expertise, and impact reach the communities they were designed to serve. Not by gaming algorithms. Or chasing trends. It’s by creating brands that sound like humans, but can be understood by machines. If you’re ready to become the answer people trust, contact us today to get started.
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