The Power of a Story (Part 2)
The Power of a Story
Why stories help your audience better understand who you are
This is part two of a two-part Insight on storytelling.
The most effective communicators are storytellers. As we shared last month, stories are one of the most powerful, influential ways for leaders and organizations to communicate their message and engage their audiences.
The Story Arc: Elements of an Effective Brand Story
Effective storytellers personalize their vision, mission and values by illustrating to their audience the obstacle to overcome, and showing a meaningful, relatable path to a better way forward. Articulating why there needs to be a change—before the who, what, when, where and how—is critical to getting buy-in from the audience, while also inspiring them to take action.
Making sure your narrative follows a story arc keeps your audience engaged and asking, “And then what?” It also brings structure to your ideas, characters, obstacles, setting and events, resulting in a memorable, enjoyable experience for your audience.
Ways to Deliver Your Brand Story
Once you know your story, then what? It’s meant to be shared! Keep in mind that everything communicates. There’s not just one perfect, catch-all method of brand storytelling. The best stories come in a variety of ways, whether through people, design or audio. In today's digital age, there are many ways to communicate a brand's story to your target audience.
People
Your team is one of your greatest assets for sharing your story. They’re on your side. Employees are your organization's brand ambassadors, representing your mission with customers, donors, partners and the general public. Clearly communicating your organizational vision, values and mission internally ensures your employees are equipped to share your story externally. Make certain that your staff is trained on your brand's values, vision and messaging. They should be able to clearly articulate what your brand stands for and why it matters. Encourage them to share your brand narrative and their unique experience, whether it's through social media, company blogs or public speaking opportunities.
Website
When someone visits your website, you have a small window of time to effectively convey who you are. Your site should provide a comprehensive and engaging portrayal of your brand's story. Be sure to organize it in a way that makes it easy for visitors to access your brand's story, such as using clear headings, subheadings and links to guide them through. And don’t forget to keep it updated! The new developments and changes in your business reflect your ongoing narrative and will help to maintain your audience's interest and engagement.
Social Media
With massive potential reach and engagement capabilities, social media channels are powerful tools to help you communicate your story. Based on your audience, choose the social media platforms that will most effectively share your brand's story. For example, if you're targeting a younger audience, TikTok and Instagram might be the best options. Create engaging content with a mix of text, images and videos to share your brand's story in a way that resonates with your audience and builds brand loyalty.
Video
Visual storytelling is also an effective method to capture people's attention and convey a brand's message in a way that is personal to your organization. Show what your organization is like in real life. Present the real people working together to make your mission a reality. Share personal narratives from people who have been impacted by your organization to evoke emotion. These can then be distributed on your website, in emails and through social media.
News
Sometimes, it can be better to have someone else tell your story; this is often the case with news media. Having an outlet share your story can add third-party credibility and objectivity. Additionally, traditional news still plays a vital role in communicating and connecting with large audiences, so include media outlets in your tool box of storytelling vehicles. Remember, there is a strategic way to pitch and equip reporters with what may appeal to them (it has to be newsworthy), so make sure to communicate in their language and with their needs in mind.
Just like crafting your story, your method of delivery should be strategic and meaningful. Sharing your message through various outlets will deliver more impact and present a more cohesive narrative—ultimately building a stronger connection with your audience. Regardless of the channel, remember to be authentic and consistent in your brand's story and messaging to build trust with your audience.
Whether you’re looking to share your story through effective internal communications, news media or a revamp of your digital storytelling to better reflect your organization, our team is here to help.