{"id":14260,"date":"2023-12-07T15:16:30","date_gmt":"2023-12-07T15:16:30","guid":{"rendered":"https:\/\/www.weareharrison.com\/?p=14260"},"modified":"2023-12-26T15:17:03","modified_gmt":"2023-12-26T15:17:03","slug":"the-art-of-storytelling-in-brand-marketing-the-dos-and-the-donts","status":"publish","type":"post","link":"https:\/\/www.weareharrison.com\/the-art-of-storytelling-in-brand-marketing-the-dos-and-the-donts\/","title":{"rendered":"The Art of Storytelling in Brand Marketing \u2013 The Do\u2019s and the Don\u2019ts"},"content":{"rendered":"\n<p>In today\u2019s competitive marketplace, it\u2019s not enough to have a great product or service. To stand out from the competition and connect with your audience on a deeper level, you need to have a compelling brand story. But what exactly is a brand story, and how do you create one that resonates with your target audience?<\/p>\n\n\n\n<p><strong><a href=\"https:\/\/www.www.weareharrison.com\/services\/brand-strategy\/\">What is Brand Storytelling?<\/a><\/strong><\/p>\n\n\n\n<p>The art of storytelling in brand marketing is a powerful tool that enables brands to engage with their target audience on a deeper level. Storytelling is an age-old technique that has been used to convey information, entertain, and inspire people for centuries.&nbsp;<em>In brand marketing, storytelling is used to create an emotional connection between the brand and its customers.<\/em><\/p>\n\n\n\n<p><strong>Why does it matter?<\/strong><\/p>\n\n\n\n<p>In today\u2019s digital age, storytelling is more important than ever before. With the rise of social media and other digital platforms, brands have more opportunities than ever before to connect with their customers in meaningful ways. By using storytelling as a core component of their marketing strategy, brands can create a powerful narrative that speaks to the hearts and minds of their customers.<\/p>\n\n\n\n<p><strong><a href=\"https:\/\/www.www.weareharrison.com\/services\/brand-repositioning\/\">What makes a good story?<\/a><\/strong><\/p>\n\n\n\n<p><strong>Empathy:<\/strong>&nbsp;When people can see themselves in your brand, they are more likely to connect with it and become loyal customers.<\/p>\n\n\n\n<p><strong>Entertaining<\/strong>: Good stories keep the reader engaged and interested.<\/p>\n\n\n\n<p><strong>Authentic:<\/strong>&nbsp;Be honest about your values, your company\u2019s unique features, and the challenges you face.<\/p>\n\n\n\n<p><strong>Relatable<\/strong>: Show you understand who your customers are and what challenges they face.<\/p>\n\n\n\n<p><strong>Aligned with business goals<\/strong>: Your brand story should be aligned with your business goals and integrated into marketing, sales, and all internal and external communications.<\/p>\n\n\n\n<p><strong>Provoke action<\/strong>: Create a trustable and reputable connection with the audiences that push them into becoming customers.<\/p>\n\n\n\n<ul>\n<li><strong><a href=\"https:\/\/www.www.weareharrison.com\/services\/brand-repositioning\/\">How to create your brand story in 5 steps:<\/a><\/strong><\/li>\n<\/ul>\n\n\n\n<p><strong>Step 1: Define Your Core Message<\/strong><\/p>\n\n\n\n<p>Your brand story should communicate why your company exists and what it stands for. This includes your&nbsp;<strong>company\u2019s purpose, values, and vision<\/strong>. By highlighting your purpose and values, you can create an emotional connection with your audience and differentiate yourself from competitors.<\/p>\n\n\n\n<p>To Develop a Core Message you will need to think of few things.<\/p>\n\n\n\n<ul>\n<li>Why was it made?<\/li>\n\n\n\n<li>What is the vision behind it?<\/li>\n\n\n\n<li>Are you selling a product or a service?<\/li>\n\n\n\n<li>Are you advocating for an issue?<\/li>\n\n\n\n<li>What challenges are you facing?<\/li>\n\n\n\n<li>How will you overcome them?<\/li>\n<\/ul>\n\n\n\n<p><strong>Dove:<\/strong>&nbsp;Believe, Confidence, Beauty<\/p>\n\n\n\n<p><strong>Step 2: Find Your Hero \/ Customers<\/strong><\/p>\n\n\n\n<p>Let\u2019s start off with finding our hero \/ customer &amp; understand who will resonate most to our story. To create a compelling story, you need to understand your hero \/ customer and who will respond and take action.<\/p>\n\n\n\n<p>Let\u2019s start off by asking the below questions<\/p>\n\n\n\n<ul>\n<li>Who is your hero \/ customer?<\/li>\n\n\n\n<li>What are their needs and wants?<\/li>\n\n\n\n<li>What is their problem, and how are they solving it now?<\/li>\n\n\n\n<li>How can your brand help them?<\/li>\n\n\n\n<li>How would they hear about you?<\/li>\n\n\n\n<li>What solution are you offering?<\/li>\n\n\n\n<li>What does transformation and a better future look like?<\/li>\n<\/ul>\n\n\n\n<p><strong>Step 3: Build Your Brand Personality<\/strong><\/p>\n\n\n\n<p>Your brand persona is the personality that your brand embodies. This includes the tone of voice, visual identity, and overall brand aesthetic. By developing a consistent brand persona, you can create a cohesive story that reflects your brand\u2019s values and resonates with your audience.<\/p>\n\n\n\n<p>A well-defined brand personality will help you connect with your customers on a deeper level. You can use the Brand Archetypes Framework below to help establish your brand personality.<\/p>\n\n\n\n<p>Noted psychologist Carl Jung is often credited with framing the concept of brand archetypes. He created 12 personality archetypes that marketers can apply to refine their \u2018WHY\u2019, build their brand, gain clarity on their target audience, and attain a loyal customer following.<\/p>\n\n\n\n<p><strong>Step 4: Define your brand story and its purpose<\/strong><\/p>\n\n\n\n<p>By crafting a compelling brand story, you can effectively engage your audience, differentiate your brand from competitors, and inspire action. The messages conveyed through your brand story should align with your desired goals, which could include revenue growth, organic traffic, increasing followers, or building more brand awareness.<\/p>\n\n\n\n<p><strong>Step 5: Share your brand story<\/strong><\/p>\n\n\n\n<p>Don\u2019t forget to share and promote your story. Like with any piece of content marketing, creating it is only half the battle \u2014 sharing is how your audience can complete your story. The more places you share your story, the more engagement you can expect from your audience.<\/p>\n\n\n\n<p>I hope you find this post helpful and do let me know if you want any advice or help &#8211; richard@weareharrison.com.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In today\u2019s competitive marketplace, it\u2019s not enough to have a great product or service. To stand out from the competition and connect with your audience on a deeper level, you need to have a compelling brand story. But what exactly is a brand story, and how do you create one that resonates with your target [&hellip;]<\/p>\n","protected":false},"author":19,"featured_media":14262,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[90,44],"tags":[46,64,95,40,68],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Art of Storytelling in Brand Marketing \u2013 The Do\u2019s and the Don\u2019ts - Harrison<\/title>\n<meta name=\"description\" content=\"What exactly is a brand story, and how do you create one that resonates with your target audience?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.weareharrison.com\/the-art-of-storytelling-in-brand-marketing-the-dos-and-the-donts\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Art of Storytelling in Brand Marketing \u2013 The Do\u2019s and the Don\u2019ts - 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