Business storytelling, how to tell your brand’s story?


Discover the art of corporate storytelling to improve customer experience.  

Storytelling is the strategic use of narrative techniques to create a story that generates emotion in the audience.

Corporate storytelling applies this concept to a company, project or person to persuade its audience, differentiate itself in the market and improve the consumer experience.

Why do stories matter? 

Human beings have always told stories. 

Since ancient times, stories have been a means of preserving and passing on knowledge.

In the modern age, stories retain a strong value for their ability to create an emotional bond between human beings.

How to create a great story for your brand? 

We all have a story to tell. 

The truth is that most people are selfish. So, to create an impactful story for your brand, first, listen to your customer.

When you know your clients, you will understand how your product will fit within their story.  

The impact of storytelling on consumers’ vision of the brand.

Donald Miller’s story-brand scheme:

Miller, in the book: “Building a story-brand” defines seven fundamental steps to follow to create a clear message that will be heard by consumers.

Here are the 7 fundamentals: 

  1. The hero of the story is your client.
  2. Define your audience’s problems.
  3. Make your brand the guide with a solution to that problem.
  4. Create a clear plan that helps them (or a product/service).
  5. Add a clear call to action (Ex. Buying your product/service)
  6. Avoid potential failure.
  7. End your story with success.

Now, let’s break through them:

  1. Make your audience the centre of your story. So before you start, understand who your target is. Define their demographics: age, gender, habits, etc.
  2. Go deep. Understand what the problems they are facing are. What are they worried about? What is stopping them from being the hero they aspire to be?
  3. Every hero of a good story needs a guide. Remember to stay focused on solving your client’s problem rather than substitute yourself as the hero.
  4. Draw the path by which your customers will reach their goals. Make them feel confident that they can make it through with your help!
  5. The CTA is the action/solution clients must do to get there.
  6. Discuss a potential failure and how important it is to follow your plan to avoid it.
  7. A happy ending is a classic of history. The hero (the client) must achieve his goal and be happy about it.

Check out these two examples of brands that have seamlessly applied corporate storytelling to their advertising campaigns:

Reckon — 2019 Campaign Promotional

Booking.com: Live Curious

How can we understand the client’s story? 

  • By observing him directly (to see how he acts).
  • By asking through questionnaires (surveys, focus groups).
  • By summarizing all info available (Buyer Persona, customer Journey, Empathy Maps)
Design Thinking Process
🧐 Target Vs Buyer Persona:

The target chooses specific audiences based on aspects such as gender, age, and purchasing power, among others.

The “Buyer Persona” defines needs and motivations, psychological or emotional, beyond gender, age or purchasing power.

Empathy Map:

It’s the graphic representation made from the observed data, which defines the emotions and sensations of the person.

🗺 Customer Journey Map:

It’s the scheme of the different moments of the consumer experience,

from the point of view of the consumer.

👉 Discovery.

👉 Consideration.

👉 Decision.

Last Thoughts:

The story behind your brand is a fundamental factor in determining a strong market positioning and clear business identity. Your consumers need to identify themselves with your brand’s story. Your storytelling must always generate empathy towards clients’ emotions and drive them to a solution provided by your business.

Source: Donald Miller – Building a StoryBrand

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