If you’re in marketing, you’ve probably found yourself on LinkedIn deliberating whether or not to include “storyteller” in your profile. “Storytelling” is the cliché-slash-truism responsible for many an online identity crisis. However, it’s also a fact of life these days — because it works — not necessarily in the way a lot of marketers think it does.
Brand Storytelling is Experience
Stories reflect experiences and experiences connect us, but if you don’t have a story-worthy experience, who cares? In short, stories are experiences — yours, ours, real, or imagined. They provide an individual, vicarious experience while transmitting culturally valuable information. Experiential marketing is most effective when a story draws someone into a first-hand experience that becomes theirs to share. And the cycle repeats.
Your story doesn’t begin with “Once upon a time.” It begins in the micro-moments that add up to the full experience of your brand. Every touch point, from social media posts and ads to emails and newsletters, should cohere to and support your brand story. Ultimately, this should culminate in a real-life branded experience that conforms to, rewards, and amplifies its preceding elements.
It’s a Journey
Like any story, it’s a journey. Start it early with smaller elements, tease your audience, foreshadow things to come. Think of the excitement generated by a movie trailer. 90-seconds can motivate audiences to commit to an experience that’s 100 times as long. Break your experience into breadcrumbs and begin the trail that is the customer journey.
To that end, make it easy for your audience to follow and move to the next level. Whether that’s finding your exhibit at a trade show or reading a downloadable asset that piqued interest. Keep your audience moving through their journey with as little friction as possible or risk their disengagement. If they stay on the path a happy ending will always be in sight.
Budget your next brand experience with confidence with our comprehensive breakdown.