A story that resonates is a story that is remembered.
Marketing is no longer just about the product that you sell but the stories you tell. Storytelling is one of the most powerful tools to influence, inspire and engage an audience. It’s how we forge deep and authentic connections, share ideas. It’s how we learn. Creating a vivid voice across social media allows you to deliver your narrative content to your target audience; touch people on an emotional level and etch your brand in your audiences’ minds. However, we know that every brand has a story to tell, no matter how long or short, ordinary or fantastical. But what makes a story that people want to hear and what are the elements of a great brand story on social media?
What are the key elements of a great brand story on social media?
Think audience-first every time:
Brand storytelling is all about connecting emotionally with your audience. A brand’s story needs to be told in a way that speaks to your audience and makes you memorable. We identify a brand’s core values and incorporate them into the story. Next ask if your story and content recognise who your audience ARE and WHAT they want to hear? Showing your audience you understand how they feel will make your brand relatable and relevant.
Humanise your brand:
Disclosing your human side gives your brand a personality, emotion and an opinion. A good way to do this is by presenting the people behind your brand. This doesn’t have to be limited to your founders – your story could be told through your employees and customers too.
Don’t just show image after image of your product:
Will endless product images inspire and delight your audience? Very few brands can get away with doing this. Context is key. Considering context will give you stories to tell. What situations lend themselves to your product? Why are they designed in this particular way? Use your social channels to show what makes your brand unique against your competitors.
Lean into authenticity:
The most compelling stories glow with authenticity. Avoid creating stories for the sake of jumping on a trend. Instead, be true to your brand, your story and your values, and your target audience will be more likely forge a loyal relationship with your company. We always ask what does a brand have the right to talk about? What might seem odd to your potential customers? What is your rightful expertise?
Highlight your product/service:
While it’s crucial to form a bond between your brand and your audience, it’s also important to highlight what you are offering them, and to give your brand a vivid voice. Use your story to tell people what they can expect from your product, how you will solve their problems and how you will improve their lives.
Collaborate with your audience:
It’s not just your social team that needs to align on your story. Today, brand identities aren’t created in an incubator. Instead, creators, loyal fans and marketers work together to co-create a brand’s essence. To tell brand stories that resonate with your audience, you need to get their perspective. Social media is where you can find that perspective.
What’s your story?
At Made by Sonder, we work with clients to identify and then tell their brand stories across B2C, B2B and B2E. To do this, we’ll take time to understand who you want to resonate with and what that audience is looking for so you can be relevant and relatable across all your social media and content channels.