Intel & Insights

Are You Missing Important Aspects of Brand Storytelling?

Are You Missing Important Aspects of Brand Storytelling?

An organization’s messaging is one of the most important ways consumers identify with a brand. If the messaging is stale, how do you expect the consumers to react?

Developing creative messaging through storytelling is a fantastic way to engage consumers after the first interaction, and also how an organization can retain consumer attention for the long term.

Gini Dietrich, author of “Spin Sucks: Communication and Reputation Management in the Digital Age”, illustrates five important aspects of brand storytelling your organization may be missing.

1. Passion

“Your passion lies in how your product is created, your office culture, the one thing your organization truly cares about that makes it valuable to the world around you”

2. The protagonist

“The protagonist is you, your company, your product, or your service…look for themes or strong responses [from your organization], and combine them into a clearly defined description of your protagonist’s attributes.”

3. The antagonist

“The antagonist is the villain. It’s often the most overlooked part of an organization’s story. What is the enemy of your success? Think about it as an issue or challenge you solve.”

4. The revelation

“Unexpected twists and turns help make fiction compelling. Readers enjoy the surprise…your organization’s story should share something unexpected with customers and prospects.”

5. The transformation

“The final part of your story is the transformation: the thing that is different about the way you do business…tell the story from your point of view, and no one can copy it.”

Your brand’s story may not be as interesting as your favorite story as a kid; but then again, why shouldn’t it be? Explore your own creative avenues and craft a story that distinguishes the brand from everyone else. If you craft messaging using creative storytelling that captures the consumer’s interest, the groundwork is set for a long-term relationship.

Source: 5 aspects of storytelling brands often miss