Just having a great product or exceptional service isn’t enough if you can’t communicate it effectively to your clients – not just factually, but in a way that makes them sit up and listen. It can be tricky to work out exactly what will help you to captivate your audience, but one thing which has helped brand after brand conquer their marketing goals is the use of a story – meaning that one of the most important questions to ask yourself as we move into the new year is this: do you know your brand’s narrative?
Multiple Layers of Storytelling
One of the important things to understand about using storytelling (or ‘storification’ if you speak in buzzwords) is that it can work on both a micro and a macro level, with individual pieces of content or ad campaigns being great spaces to tell just one piece of a larger story which makes up the brand’s narrative as a whole.
So, an individual blog post may tell a small story about a recent experience that you’ve had, while your complete brand story will encompass your history, your heritage and also the values which you represent.
Where Are You Going, Where Have You Been?
So now it’s time to get down to the finer details – how do you actually go about finding, or crafting this narrative if you don’t already have it pinned down? The first stage should be to take a step back and ask yourself some questions about the company: how did we get to where we are now? What do we hope to achieve going forwards? What values do we, as a business, represent? These are the bare bones of your story; the journey that you’re on.
Of course, a simple list of facts and goals doesn’t really have the wow factor that you’re after, so now it’s time to get creative. Think about the information that you’ve come up with and pull out any aspects which have real human interest: a struggle, an innovation, a moment of realisation, a funny anecdote. In short, you’re looking for anything which has the power to make people feel something. It’s fine to be creative, but you also need to remember to remain genuine, as a story which is nothing but fabrication will be rejected by the audience and end up having the opposite effect to the one that you’re looking for.
Putting Your Narrative Out There
Once you have a story that you’re happy with, you also need to disperse it, and this is where we can help you out. As a top Magento agency in London, we can help you to give your company the online presence which ensures that customers are able to discover you and have their interest piqued. To get started why not get in touch with us today – online, at 0208 900 1191 or over Facebook and Twitter.
