On March 18, 2019
“You MUST have a compelling brand story.” You’ve probably heard this statement more than a few times since you launched your distillery. Extracting the narrative from your own brand story isn’t always easy though!
Using these four steps, you can effectively reach customers through storytelling.
Find the Story
Everyone has a story, even if your story is as simple as “we sell great booze at an approachable price.” Not all stories have to be romantic as long as you are consistent in your brand’s narrative. Here are some ideas to get you started:
- Why did you start your company?
- Who did you start your company for?
- Who has become your customer over time?
- How is your product different than the rest?
Extract the Narrative
Once there appears to be a story, you’ll have to extract the narrative in order to eventually create content. This is part isn’t always easy.
Dig deeper than the five Ws (who, what, when, where, why). Find the heart of the story. Why will people care about this? Why will your audience care about this story? Will someone learn from it? Will someone be touched by the story? Will your story start a conversation? Is your story honest and true to your brand? Plantation Rum tells their story in a straightforward manner, yet it evokes trust in the brand. Not every story has to be over the top. Tell it how it is and consumers will trust you.
Document the Story
Now that you’ve got the bones of your story, how will it come to life? Will the associate’s story just be a Q&A on your blog? If you have a great story on your hands that could really start a conversation, give it more life. Move beyond the blog and imagine what you can do visually:
- Video interview
- Series of Instagram stories and Feed content
- Slideshow of photographs with captions
- New section on your website just for customer stories
Share the Content
Maybe you’ve created a new section of your website for customer stories and you have this fantastic video. Share it on Facebook, Twitter, and LinkedIn. Next, think of other platforms to share your story. Don’t stop at social media. Are there forums or platforms or communities that might appreciate your video? Where else on the internet can this video be shared?
Have a story but can’t find the heart? Have the story but can’t find the community to share it with? I’d love to help. Contact us today.