Brand storytelling in marketing and e-Commerce
There are three common areas where storytelling crops up the most frequently in businesses.
Your origin story
The first is any place where you have to talk “About Us”. That is most commonly found on your website and social platforms. These areas are great places to talk to your consumers about why you exist. How did you come into being? What was the idea or vision that inspired or motivated you? What did you do about it that got you to where you are and what you do today.
This story telling concept can then be expanded out into how you use your communications more broadly. Most TV advertising when you break it down uses storytelling techniques albeit crunched into 30 second sound bites to capture attention and engage your audience.
And then finally, when you have to physically present your brand or business to others. At an investor presentation or even speaking directly to your target audience for example.
Storytelling is a great way to make your brand feel more human and more real.
A great place to check out storytelling techniques is on the ted.com website. In 18 minutes, the speakers tell stories with a beginning, middle and end that normally starts with a problem or issue, takes you through the struggles to solve the problem and ends with a climax and resolution.
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