All about brand storytelling:
how does it work on social media?

Head of Content managers
Kos Morris
Head of Content managers
Reading time — 10 minutes

When it comes to turning your business into a brand, you have to develop a range of effective strategies, where marketing strategy will be among the most important factors of your success. One of the powerful ways of reaching a competitive advantage is by drawing more customers to all your internet platforms. Brands storytelling became an effective tool for achieving this critical goal and building a hefty tribe of faithful supporters.

What is brand storytelling?

Building a profitable and successful business is a matter of time and constant effort. It is associated not only with financial and management concerns but also with building a brand, one of the most important intangible assets of a great company. A meaningful story of your brand is what differs you from thousands of other faceless competitors that only know how to repeatedly advertise and boast.

You will be a lot closer to your goal when you come to the understanding that good storytelling can win you a lot more customers than any other marketing campaign. According to the definition of brand storytelling, it is a marketing approach that primarily relies on building close connections with business customers, and only then – on selling a product.

By conveying truthful facts through telling a unique story of your brand you will establish a quick emotional rapport with your audience that helps you win their trust and loyalty.

Brand storytelling is quite a new but highly beneficial approach that has proven to be a powerful marketing strategy. Brands that share their genuine stories online are able to strike a chord, Internet users’ recognition and their desire to interact and purchase a company product.

Importance of telling a brand story

As a matter of fact, storytelling often seems to be out of sync with all marketing strategies and looks more like creative writing than a business approach. This is a reason that makes some companies underestimate this powerful method, which made their counterparts to be streets ahead of them and succeed in life.

Modern consumers are not a featureless mass that is impressed by your inventive advertising. They are smart and shrewd people whose purchasing decisions are formed not according to how many figures and graphs you throw at them, but through thorough online research and comparison. They want to have an idea of who you are, what your branding name means to you, or what fired you to establish this particular business.

This research and consequent decision are often based on not only your website but also on your customers’ reviews posted on various social media platforms like Facebook, Instagram or Twitter. If these posts are mostly favorable, this means that you could to evoke their trust and you and your goods are getting identified and recognized i.e., branded.

These positive opinions are a strong driving force that makes a great impact on the buying decision of others. These reviews and responses are like obvious extensions of your original story written by the hands of your loyal consumers. But a primary mainspring that created an emotional bond and triggered a keen interest in your entity and its produce was your own unforgettable story.

How to build a catching brand story

When you realize that storytelling humanizes your brand, you understand the necessity of adding it to your marketing toolbox. Storytelling is more than an art, it is a science that has its own rules, and following these rules will help you easily achieve your goal and create a large community of faithful supporters.

Develop strong links to your consumers by utilizing these 5 major components of successful storytelling.

1. Be unique and different

Always bear in mind that you are talking to human beings who can only be moved by your unparalleled personality and your passion for what you are doing. However, it is one thing to talk about your passion, and quite another matter to tell an interesting story in such a way that it will strike a chord and make your audience feel your affection for your pursuit. Translate your brand personality through a truthful, straightforward and memorable narration.

That could be a captivating history of your business, or aspiring ideas of some team members, or a personable description of the most memorable events that reflect your key milestones and the attitude to your produce. Include only the most catching details and photos, consistent with your storyline that would convey a compelling impression on your audience.

Remember that human emotion is the most effective force that evokes people’s attraction and desire to communicate and purchase.

Some details of your story might be forgotten, but the emotions you could induce will leave a positive mark on your audience. You will be perceived as the one and only brand that was able to stand out of a crowd of indescribable counterparts crying out of their achievements.

2. Follow creative writing structure

As was mentioned above, storytelling is a complex science that embraces both marketing strategies and creative writing art. The general rules of the latter shouldn’t be ignored if you want to create a good brand story. This is not too difficult actually: we all were taught at school that any essay should have an intro, body, and conclusion. Stories that lack these three essential components tend to pale in comparison to more structured ones.

The best way to write a story is to introduce your audience to the brand characters and settings.

Problems or challenges are described in the middle, decisions and outcomes should be given in the end. This is a typical storyline that would help readers to develop their feelings, identify with and create a willingness to share your impressive story with others.

3. Include factual data

Good storytelling is not only about eliciting human emotions, but also about capturing their brains. A heartwarming brand story is pretty ok, but it is no good to run to extremes and totally forget about data. A good story is an all-in-one composition that wins readers’ hearts by presenting both emotional and factual info. Your story would look baseless if it’s not supported by precise data. So keeping to the golden mean is the best storytelling approach.

The sensible placing of supportive data in your plot will make your story more believable. Think of the figures your audience might be looking for and include them in your story.

If you work in a healthcare area, you can tell, for instance, how often people access online information and how many of them used your services for a certain period. You might use an opposite approach and present surprising, but interesting statistics.

In any case, your data should be carefully picked and filtered. Do your own research based on internal reports or client surveys, or use reliable sources such as public data websites or government databases. Wise interpretation of statistics appeals to rational thinking people and can help you to instill the desire to buy. Be moderate and filter your data: it is always better to creatively use it once, than thoughtlessly - number of times.

4. Get to know your audience

Before engaging people on social media you have to understand who they are and what makes them be interested in you. It is not only about demographics and numbers: your audience is real and smart individuals with feelings and needs, likes and dislikes. You wouldn’t buy them with empty statements about “changing the world”, so spend some time to choose a proper language and tone to communicate your message and call for a response.

Your brand story on your website is first, but important step in getting to know your audience. Monitor your traffic to find out if your efforts brought desired results. An increase in traffic and a fair amount of responses is a good indicator that your storytelling works.

Keeping constant interactions (as well as Google Analytics) will help you analyze your audience and define various customer personas (i.e. age, gender, income level, values, etc.)

Knowing your customer personas well will help you, in its turn, to find out the most effective ways to match the desires, hopes, and needs of different customer groups through different social media platforms.

5. Engage people on social media with your story

  • Good knowledge of your audience will enable you to expand your message further and deepen the engagement with the community at large. A captivating brand story that was able to boost your traffic and a public response would be able to open doors to your social media success. However, you shouldn't jump off the deep end and spread yourself too thin: getting busy with one or two channels is much wiser.
  • Most platforms such as Instagram or Twitter set a text limit, and you should learn a few new things about tailoring your brand stories according to each media algorithm, as well as creating attractive profiles. Don’t forget that you compete with thousands of other unique profiles. You will be able to engage your audience only if you can create just as good (or even better) account and content.
  • To succeed on Instagram, for example, you should find out how to design a good feed, add an engaging bio and use descriptive hashtags and inviting captions to your pictures. But what is even more important, you have to post only top-quality photos and be consistent in everything you do there: regular engagement and posting is a key to the success on any social media platform aside from Instagram. 
  • Text limitation on some platforms requires you to be inventive and transform your brand story into a visual medium that can be even more informative than text. Use main ideas of your story and branch them into more specific photos and videos, or expand them into constantly developing series adding short captivating questions emojis and logos – all this will surely increase your audience engagement.
  • Questions and quizzes are a good way to involve your audience in storytelling. Asking to share related images or thoughts prompts people to take an active part in writing your brand story. This is called user-generated content, and it plays a key role in building a large community of faithful customers - since other people tend to trust such content more. Be responsive to their posts, and this strategy will soon make wonders with your brand.
  • Develop your social media skills by learning from your competitors: there is nothing criminal in exploring how others turn, for example, Twitter into a flow of quick media and text updates, which attract tons of people and arouse rapid response. Draw lessons of how they use on their profiles a Taplink service, which creates one unique link leading to all their Internet sources and gives rise to a stable stream of new customers.  
  • After you notice the same high resultant stream of followers, you can nail down your initial success by taking up other platforms. Nevertheless, dealing with too many can be pretty confusing, for the golden rule of being consistent and constantly active prevails in each and every social media. Involve your target audience by steadily refreshed content, made-up quizzes or video tips, and you will boost your engagement rate.
  • You might have high engagement rates on some platforms more than on others, and this is a good indicator where your target audience is concentrated and where you should focus most of your efforts.  

Be armed with knowledge

Successful examples of these brands show that the best approach to lucrative storytelling is an ability to be creative, innovative and factual. If you want to attract a lot more customers than your rivals and develop into a popular brand, you have to be both a shrewd strategist and a keen storyteller able to create a story that will be on everyone’s lips. And we hope that the above tips will arm you with all you need to know how to write a powerful brand story.