Brand Storytelling in Digital Marketing

By Ashley Speaker, Program Coordinator, Corporate College

In this fast-paced digital world, the need for brands to tell their story is rapidly increasing. Companies must demonstrate that they are more than just a product or service. They must connect with their audience through emotions, values and lifestyle. Your brand story humanizes the company and builds trust, and allows consumers to form a positive image of the brand. Often, it validates the values or desires of the audience, which in turn builds a community around the brand itself. 

As you begin to conceptualize your brand’s story, consider the following:

Define your brand’s personality. What image and style fits your brand? How do you speak to your customers? Do you use a formal tone or a friendly voice? What is your unique vantage point? As you answer these questions, you can begin to build the image of your brand and how you speak to your consumers.

Identify your audience. Who is your audience? What are their demographics? Where do they live and work? What are their interests and hobbies? What social media platforms do they use? By answering these questions, you can build an audience persona for the customers you are serving.

Relate your story to audience interests. How can you connect your story to the interests of your audience? By relating to consumer interests, your audience will engage with you emotionally. They will build trust with your brand and find a sense of community.

Align your story to your business objectives. Revisit your brand’s objectives to ensure that you are staying true to your core values.

Use social media to tell your story. Create content that reflects your brand’s personality. Leverage the social media platforms that your audience uses to meet your audience where they are.

Effective brand storytelling will differentiate you from the competition. It will give you a unique voice that connects more deeply with consumers. Your brand will appear trustworthy, relevant and relatable to your audience.