Most brands I know want more exposure, to be seen, to be heard to be noticed. And it’s been said by many a wiser person than me – the most valuable brands are those that can be trusted.
‘If Coca-Cola were to lose all of its production-related assets in a disaster, the company would survive. By contrast, if all consumers were to have a sudden lapse of memory and forget everything related to Coca-Cola, the company would go out of business.’
That didn’t happen by mistake.
However let’s start out by addressing the giant elephant in the room.
Storytelling for Brands.
Storytelling helps make the ultimate connection to the consumer. A gripping story about your brand can inspire fanatic loyalty and consumer involvement.
In order to appreciate this brand, you need to understand the magnificent lady behind it. You also need to understand how she viewed the world, the struggles she faced, and the humongous mountains she had to move to get herself and her brand (one and the same) to where it is today.
Once upon a time Earned Media used to be what the gatekeepers (Newspaper / Magazine / Radio, and TV editors) granted you. If they had the space that is. Most stories went untold.
Now it’s emerging that the media want to collaborate because you’re out-publishing them. Creating content with your Owned Media, on blogs, using audio, video, still images and woven words. Let’s not forget your activity on social networking platforms either; where people follow you, chat with you, and share what you have created. That is definitely true for many brands I know.
Once upon a time Paid Media only used to be TV, Radio, Newspapers and Magazines. where space and time was restricted. it was also here today – gone tomorrow, and the cost was (still is) high.
Now you can buy native advertising space. A web advertising method in which the advertiser attempts to gain attention by providing content in the context of the user’s experience. At least you can now tell a story.
You can now also buy live Radio brand broadcasting space where you are interviewed – about your story that is podcasted. Want to know more about it? Fancy yourself as a radio star? Visit the Knowing Your Business website
Is it time to tell your story?
Brand storytelling is:
- The reason why your company came to be
- What motivates your team to wake up and come to work every day
- How your product or service came to be
- What types of customers find value in working with your brand and why
- A transparent view into the people behind the company
- A relationship-building tool that’s more subtle than you realise
- A concept that underscores your entire web presence in today’s connected society.
- Something that your entire team, at all organisational levels, embraces
- A look into who you are as a Brand
Brand storytelling is NOT:
- A long-winded, 5-paragraph essay about your company
- A blog post
- Something isolated
- A fragmented view into your company
- Something reserved for the marketing team only
- A PR stunt
- A viral video
- A tool to manipulate customers and prospects
The best starting place is to define your brand. Here are a few key aspects you should consider:
• The big idea – what lies at the heart of your Business?
• Values – what do you truly believe in?
• Vision – where are you going?
• Personality – how do you want to come across?
This guide gives an excellent example of defining your brand at a deeper level.
If you use a mixture of earned, paid and owned media you’ll soon become noticed.
What’s your thoughts?
Give me, Ian Gentles, a call today to discuss how your business can win in the world of digital marketing. You don’t have to be based in Banbury or even Oxfordshire. Technology and digital marketing go hand-in-hand, so you can access my services from every corner of the globe.
We offer on-location training in the UK and remote training for the rest of the world.
Call me today on 07511 217 984. Of if you’d prefer me to call you, drop me an email with your digital marketing query and I’ll get back to you.