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Paul Rowley Uk & Ireland Sales Director Bynder

How can brands compel their audience via effective storytelling?

Modern marketing—a colossal billion-dollar global juggernaut—is in a constant state of flux. Branding professionals find themselves trying desperately to keep up with new and evolving strategies to target audiences that are more informed, more connected, and more flighty than ever. 

Brand storytelling is by no means a new concept, but with the explosive growth of social media and content marketing, the opportunity to tell stories as part of direct and indirect brand marketing should become your next strategic priority.

Effective storytelling has an ability to capture attention, create connections, and engage your audience. By leveraging a basic affinity for good storytelling, you can transform your content marketing and produce content that naturally creates an emotional connection between you and your audience. 

However, there is a lot of brand storytelling out there that wouldn’t pass the bedtime story test. To ensure yours does, we’re going to show Bynder’s top three storytelling secrets to intrigue, engage, and connect. Including a well-seasoned mix of branding fundamentals and creative writing, they can help you craft compelling brand stories that work. 

Create a truthful but engaging narrative

Confusion is the number one brand killer. Therefore, honesty, transparency and a clearly-defined narrative are important when telling your brand’s story. Your content must be rooted in the reality of your brand and industry because brand stories are in no way exempt from the three primary steps of brand-building: consistency, persistence, and restraint. 

Whether it’s a winning work of fiction or the most engaging piece of content written by a creative marketer, good stories start with a good narrative. Map your content so it has a plot that progresses naturally, which includes a setting that transports the reader to your far, far away land; defined characterization, and a sense of atmosphere created by an on-brand tone of voice. 

Take the reader on a journey

Fiction stories follow a structure that includes a beginning, a middle, and an end. So should your brand stories. People fundamentally want to be taken on a journey. They want to be told a story and delighted in the same way they were as a child. It doesn’t have to be about tigers that came to tea—a firm childhood favorite of this author—but if you can immerse your brand in that same storytelling approach, you can create engaging experiences and campaigns that both delight and compel your audience.

To do so, you need to open strong and establish your story setting and the characters. The middle should map your main character’s problem and conflicts before they can find the resolution in the end. This is your character’s story arc, and you need to take your reader along for the ride. If they enjoy the ride, they’ll tell other people about it, and come back for more.

Leave them wanting more

Ensure your brand stories are page turners and don’t give it all away at once. By focusing on the use of perpetual marketing and having one piece feed off of the next, you will leave your audience wanting more, which means the chances of them coming back are greater. 

You could try releasing teasers via Facebook, email, and blog posts or publish hooks on your website that create intrigue and anticipation for the next installment; much like our House of Bynder video serious. We promote people to subscribe and stay tuned for more videos and have seen significantly increased interest in this video than many others we have published. 

As with all brand-building efforts, your goal is to surround your consumers with brand experiences. Give them multiple ways to enjoy your brand story, and you’ll find yourself moving closer to achieving your brand marketing goals.