Branding experts know good branding is about telling a story. In “the biz” we call that, you guessed it, “brand storytelling.” As a brand storyteller, your job is to communicate that story as clearly and engagingly as possible. This way, you’ll draw in people who want to become involved in your brand.
Why Brand Storytelling is Important
No one will want to engage with your brand if they don’t know who you are. That’s very important and often overlooked. The knee-jerk reaction to this saying I commonly hear is something along the lines of “but I DO do a great job telling my story!” My response is usually to ask them to tell their story. If that story is customer forward, engaging, and easy to understand then that’s awesome. They’ve done a great job of making themselves accessible to the public! However, more often than not, I hear stories full of jargon and tech talk that does a great job of telling WHAT a company does and not WHO that company is trying to be. You need to be telling your customers who you are and relating to them on a personal level. But what’s the best way of going about that?
Video, especially well-written online video, has terrific market saturation. As internet speeds become blisteringly fast, researchers report that one out of three mobile device users watch video on their device — often giving it their full attention. And video is a powerful medium. People love moving images: Think of how hard it can be to look away from a TV, even if you don’t care what’s on it! Humans process images thousands of times more quickly than they process text, and often have a deeper and more powerful emotional impression of what’s on-screen. It’s no wonder that for so many years, TV advertising was the gold standard in the advertising world.
Communicate Your Brand With Brand Storytelling
We’ve said a lot here but, as any marketer knows, putting together a good video isn’t a cakewalk. It takes both technical skills and a solid understanding of what makes video such an engaging marketing tool. Beyond the practicalities of how video grabs us, video has an additional powerful aspect: that of time. Video unfolds over time which is awesome for adding suspense and drama. When you combine that with its emotional impact, you create a powerful one-two punch. You create engaging, interesting stories, and that’s what branding’s all about. With video advertising and a solid, skilled video production team, you can use classic storytelling techniques to grab your audience. Like any Hollywood filmmaker, you can tug on your audience’s heartstrings and make them feel something real and powerful. You can help audiences understand why you’re passionate about your brand. And in the modern age, one of the most powerful aspects of video is its ability to go viral. When you create a video that’s compelling and brings viewers into your brand’s story, you’ll see it spread farther than you could have ever anticipated. Brand storytelling is vital to successful branding. Video is a powerful storytelling medium. Combine the two, and you’re ready to create something amazing.