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Using storytelling to build your brand

Storytelling taps into your customers’ emotions, builds trust and can help form a stronger connection with your audience.

Many businesses are now using their business’ story in their marketing efforts to engage their current customer base and attract new customers to their brand.
Here are three ways to incorporate storytelling into your business’ marketing:

Share your story
Where did your business start? Talk your audience through your beginnings, including where your idea to start the business came from and how the business unfolded over time. Explain your approach to your business, your mission, highlights, and stories where your business made an impact. Your story does not need to follow a chronological timeline, for example, it may only include the challenges your business has faced and how you overcame them.

Provide insight
Stories can be compelling, but only when told effectively. Give your audience insight into your business by being transparent, authentic and even entertaining or humorous. Feature your valued customers in the story and share their experiences, showcase community activities and events you have been a part of, give your audience a behind-the-scenes look at your business, and so forth. The aim is to give your audience insight into your business’ core values and personality.

Inspire your audience
Your story should either invoke inspiration or provide a take-home message for your audience. This is why it is critical to be genuine in your storytelling efforts. Whether you are sharing your personal story or that of your team members’, try to relate it to the audience and avoid unnecessary and dull details. Rather than sharing a story which is self-promoting, focus on the heart of the message and what you’d like your audience to gain from hearing the story.


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