Marketing slideshare how to engage your audience with an effective brand story

Keep Your Customers Wanting More: How to Engage Your Audience with an Effective Brand Story

Source: Crea+ve Commons, apeekatkarensworld.com

Businesses are changing the way they talk to you. Have you no+ced? Many of them have realized that their customers can develop and build their company with a single share on social media. They’ve also learned not to talk at consumers. Instead, they are trying something new. They are bringing consumers along on their journey through the art of telling a story. Finding ways to ‘entertain’ Remember the last +me you were entertained by a brand? TV adver+sements, such as SuperBowl commercials, may come to mind. However, many businesses are finding other ways to engage an audience. Building their customers’ experience, learning their customer segments, and talking less and listening more have become top priori+es.

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Businesses are providing consumers with more educa+onal informa+on and promo+ng this content on different plaLorms from email to social media. They are using stories as a way to help consumers escape their daily lives and enter their world. The environment businesses create draws an appealing picture of their firm, and they are infusing emo+onal hooks into their narra+ves. The narra+ves are consistent and visually-‐appealing in order to create a connec+on. Several examples can be found in a recent survey by Aesop, a UK brand storytelling agency. They include Apple, Coca-‐Cola, McDonald’s, Heinz and IKEA. Developing the story Wri+ng brand stories and presen+ng them as online content is something a few people are trained to do, points out Susan Gunelius in the Forbes ar+cle, “5 Secrets to Use Storytelling for Brand Marke+ng Success.” The teller of a story must understand the elements of a story. Many people make the assump+on that a story only needs a beginning, middle and an end; however, good stories establish the seZng, characters, conflict and resolu+on. Well-‐told stories have the ability to build a following, especially when they give the audience some type of value, such as ac+onable items. Many businesses u+lize different storytelling techniques. For instance, The Guardian describes in its ar+cle, “Three steps to be]er storytelling for brands,” using myths to forge a shared iden+ty that describes what people value, what they don’t and what they want for the future; and, cas+ng the target audience as heroes by providing informa+on that upli^s them.


Another method involves drawing a]en+on to a social problem or issue. A business will align their mission with a cause that relates to their values. Businesses have the opportunity to tell their story mul+ple ways and on many different plaLorms to give consumers numerous chances to interact with them on and offline. Use the tools to help you create a good brand story. Take the course, “Create Your Business Narra+ve: Bank on Content.” For a limited +me only, you can par+cipate in the course for half the price with the coupon code: HALFOFF2013. Click here to start crea+ng an effec+ve and engaging business narra+ve today. Learn more about the course. Watch the video: h]ps://vimeo.com/72006346
