Once Upon a Brand: Using Storytelling to Connect with Your Audience

Once upon a (pretty recent) time, in a land (not so) far away there was a brand just like yours trying to get their message out, keep their audience satisfied, and make their voice heard above all the noise and clutter of endless emails, flashing billboards, and social media posts. No matter what they did, it seemed like every tweet, blog post, and ad just melted into the background and their brand was just another face in the multitude. Then, one day, this brand stumbled upon a magical blog of wisdom which revealed many secret weapons of marketing but one stood out above the rest. A tool so powerful, so captivating, so miraculous it made even the most mundane product or service feel like it was pure magic. It was truly a weapon to be wielded with care. That weapon, of course, is the magic of storytelling.

Okay, so maybe my own little fairytale needs a little work, but you get the idea. If you’re not currently using some form of storytelling in your messaging, it is definitely time to consider doing exactly that. Let’s take a little gander into why this messaging is so effective and give a few pointers on how you can pull it off for your brand.

Why Storytelling?

It’s a simple question with a simple answer: people don’t want to be sold to. We’re numb to all the played out sales pitches from used car salesmen, cookie-cutter ads, and friggin’ annoying pop-up ads that are cornering us everywhere we dare to exist. But stories are different. There’s a reason you’ll stay up late binge-watching Netflix, devour an entire book series in a weekend, or fall down Alice’s rabbit hole of Wikipedia links until you’ve discovered your next Roman Empire: The Roman Empire.

When you tell a story you’re not just selling a product or service - you’re selling an entire package of an experience, a feeling, a connection. Those are the things that will set your brand apart from the others.

The Hero's Journey

At its most basic level, a story has 3 elements to make up the Hero’s Journey:

• A Relatable Hero: Luke Skywalker, Marty McFly, almost any character you imagine. They are examples of heroes in a storytelling context.This is your audience. It’s up to you to know everything about them. Their hopes, dreams, struggles, goals… you gotta make them the center of your story.

  
  

• A Challenge or Conflict: What are they struggling with? For Luke Skywalker it’s defeating The Empire. Marty McFly has to get his parents to meet and fall in love. Every story needs a little drama to keep people paying attention.

• A Guide and Resolution: This is you. You’re Obi-Wan. You’re Doc Brown. You guide your hero to their salvation and happy outcome with your product or service. You’re not just saying, “Check out our stuff and buy it!”, show them how it changes their life, saves the day, and makes their journey easier.

Inject Some Personality

Remember the days when brands had to be stiff, formal, and dead serious all the time? They’re gone. People want to connect with brands that have personality - brands that feel like there’s an actual human who knows how to laugh, cry, and throw in a “That’s what she said!” when the moment calls for it. 

It’s good to show your sense of humor, share personal anecdotes, or even reference pop culture. You know why? Because people like other people and brands they can relate to. Better yet, they do business with people and brands that they like.

Let’s Talk Examples

Some very successful companies make consistent use of storytelling in their ads. Analogue Wonderland does this beautifully on their Wall of Inspiration where they share photos others have taken to showcase how customers are using their analog film. You can instantly imagine yourself as the person taking that picture because someone just like you really did. Dollar Shave Club is another, their first (viral) ad paints a picture we can all relate to: someone who is pressed for time, trying to save a few dollars, and they guide you to a solution - their product.

How to Start Your Story

It may seem a little obvious, but you start your story with the main character. Genius, right? Since the story is centered around them, understanding what drives them is crucial since it allows you to craft a narrative that will be tailored just for them. It all comes down to being relatable.

The Hero's Quest

Once you have your main character nailed down, what happens next? Keep in mind that every story doesn’t have to be an epic battle returning the one ring to rule them all to Mordor - things can be simpler than that. The little things matter too. Maybe your product or service saves the day in an unexpected way (Mentos, anyone?), show its quirks and the ways it serves the main character because that will allow your audience to make the connection between themselves and your brand.

The Happily Ever After

Storytelling in marketing has been around for years and, when used properly, it’s the reward that keeps your audience coming back for more. It’s also how you keep from blending into all the noise that surrounds the landscape, moving up from just another face in the crowd to what everyone’s talking about around their watercooler. So next time you’re drafting up another marketing email or the latest campaign, don’t just think about “the sell”, think about the story behind it all. Is it something you’d actually want to hear, is it something you’d share with friends? When storytelling is the focus, your audience won’t just hear you, they’ll get you - and that’s where the true magic happens.

So, what’s the next chapter in your brand’s saga? How can you guide your audience to their fairytale ending and help them win the day? It definitely takes some genuine thought and practice to perfect, but you’ll get there with time. Maybe you need a hand bringing it to life - which is where we come in. If striking the right tone or making the connection is proving more difficult than it sounds, you’re at the right place. Let’s chat and draft up something that will make your audience sit up, grab their popcorn, and take notice.