Personal brand, storytelling and brand strategy has become a very important part of building a successful brand and attracting your dream consumers.
If you missed my article about Personal Brand and its importance you can read it here.
So let’s start with what exactly Storytelling is
It is a social and cultural act of sharing stories.
We connect with each other and engage emotionally by well-constructed and well-told stories. Nothing new, we are all surrounded by them since we were born.
We all know Greek mythology, Odyssey by Homer, KIll Bill by Quentin Tarantino, Star Wars by George Lucas, right? Those are excellent examples of storytelling, evoking emotions and our vivid participation.
To achieve this state of pure connection we have to use the same patterns and techniques to align with one another, to experience the same thing. Synchronization makes it powerful, satisfying and complete.
What makes a good story?
A fundamental conflict, mostly between subjective expectations and cruel reality. The concept of victory and failure is always at the center of the narrative. Our mission, as storytellers, is to dramatize and describe what is like to deal with opposing forces by creating suspense.
Follow these key components and start creating your story brand:
Every story has at least one character. If your audience can refer to your character, they will be more prepared to your call-to-actions
The struggle is the lesson of how to overcome the challenge. It evokes emotions and connects the audience through common experience
It should wrap up the story, leave a moral framed in context and leave your audience with a clear call to action
Why Storytelling may help you with your brand strategy?
By using these main elements in your brand’s narrative you connect with your audience on a different level. You attract them with a variety of emotions and interesting plot, and not only with dry facts, statistics and numbers. By unifying an idea with emotions you expand the way your brand exists and appears in social media, but most of all you make it unforgettable and desirable.
If you want to succeed with your story brand you need to start from the beginning. Knowing your audience, their needs and frustrations is the key. This will help you to figure out the conflict and mission. You need to know with whom you want to connect and who will respond to your call to action.
Storytelling is a powerful tool. It’s not only talking about how good your brand or product is. It’s showing how you can help to solve a problem by using your products or services.
The trick is in treating your target audience as a brand hero in the making and you are their mentor. Your brand empowers and inspires your audience, subtly you pass a force, a magic which is your product or skills and that puts your brand hero in motion, empowering them to act. You give them tools, strategy and show other realities, a better world. Don’t forget that marketing call-to-actions are not only to fulfill themselves, but to heal, change and empower the world.
These questions might help you to build a narrative of your brand:
What does my product or service solve? How do I help my audience/protagonist?
What is my brand gift that makes my brand special and makes my brand hero believe they can pursue their higher level values through a relationship with my brand?
What does my protagonists/audience want in order to restore balance in their life? Is it something I can help with?
What is keeping my main character from achieving it? (lack of time, doubt, fear, confusion?) What is our contribution to the world, culture and people surrounding us?
When you have your story you can go further and search for visual representations. Visual storytelling has to be aligned, may be more symbolic, but has to have the same narrative.
Your personal brand photography, web design and brand identity need to correspond and complement each other. All together they engage and invite your audience to a new journey.
To wrap it up I would love to share this inspirational thought:
“People don’t buy products, but rather the stories that these products represent. Nor do they buy brands, but rather the myths and archetypes that these brands symbolize” (” Storytelling: The story making machine and formatting minds” Christian Salmon)
Brand and Product Photographer in Barcelona
CoFunder of The Daffodils Art Collective: https://www.instagram.com/thedaffodilsartproject/