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Telling Your Brand Story

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Byron Marchant
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‘STORY’ is a phrase we all understand because it’s one of the fundamental ways we communicate ideas, educate and entertain each other right from infancy.

People remember information far better when it is in the form of a story rather than as a list of facts. People tell stories, art tells stories, TV tells stories, ads tell stories, and so should your brand. Facts, numbers and reason cause people to keep their distance, but stories build trust, and when people trust they choose to do what you need them to do - buy, learn more, enquire, sell, engage, enrol, join!

The stories your brand tells should be laced with the following three elements:

  1. Discovery. A way to better understand characters, scenes and the beginnings
  2. Tension. Frame the problem, heighten the passion and deepen the frustration. Add suspense and tell about the moment of infection that led to your brand-solution.
  3. The resolution. Present your brand as the answer. People love the rise of the underdog despite the odds.

Don’t settle for one version, one angle, or one mental picture to convey your story. Keeping framing different parts of, or events relating to your story. Learn how to zoom-in and zoom-out of the parts of your story that point to the factors that differentiate and elevate your brand in your category.

Bold brands that compel people to act are great storytelling brands!

When was the last time your brand told a story?

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