“Marketing is no longer about the stuff that you make, but about the stories you tell.”Seth Godin, Marketing Legend
Storytelling is a strategy used by content creators based entirely on building relationships with your audience by creating a story behind why your brand does what it does. Storytelling is not a form of selling its purpose is to utilize our knowledge on human behavior and form an emotional connection between our brand and the audience.
Step 1: Find Your Purpose
Using “The Golden Circle” by Simon Sinek you should determine what type of branding story will resonate the strongest with your target audience make them feel an emotional connection when they are viewing your content- refer to your buyer persona.
What does your brand do?
What kind of products or services are you selling
How does your brand go about doing it?
How are you setting yourself apart from your competition
Why does your brand do what they do?
This goes beyond making money, this is the purpose behind your brand. It should be the main reason your brand exists
Step 2: Create a Character
When you are storytelling the character in your story needs to be the connection between you and the audience. I prefer to to use the actual persona as my character, this will help you develop a stronger personality for your customer by creating a model that has the same wants and needs as them. This character should also be labeled as the “hero” throughout the story, I will dive more in depth about this topic as we discuss developing the actual story.
This is a StoryBrand template that gives the creator a good outline to base their own personal story on. The character’s feelings should always be at the highest priority when thinking about the challenges they are about to face throughout the storytelling content.
It is a good idea to stick to either first person or second person point of view when storytelling, as it will show more empathy and connection between you and the readers.