Leveraging the power of social media is a great way to build a brand because it serves as a direct line to your target audience and communicates with them in real-time. When done correctly, brand storytelling allows marketers to build a brand personality and associate emotion with a brand to create a personal connection with consumers. To tell the story behind a brand, marketers are interested in leveraging the convergence of programmatic advertising and content creation, all due to the prevalence of social media today. We present you with ways to create your social brand narrative and build an active and engaged community.
1. Cohesive brand voice
When we say “brand voice,” we are referring to the vocabulary, tone, and approach you take when communicating on your social media, as well as other channels. If someone asks you about your organization’s stance on a particular topic, your brand’s voice holds the key to how you should answer. Changing the way a story sounds or the way it’s told is the easiest way to ruin it because only a cohesive voice allows you to tell consistent stories that are relatable to your brand. To develop a unique brand voice, you should:
- Take samples from your company and look at how they represent your brand.
- Define the brand voice you want by describing it in 3 words.
- Describe these words in more detail, and provide this to your team as a reference.
- Make sure that your writers understand how the voice should look and sound.
- Make changes along the way as needed.
2. Use imagery that’s personal and powerful to your brand
Good photography can take the consumer through a visual journey. That’s a powerful way of telling your brand’s story across social platforms. Avoid using stock photography, because storytelling is potent when personalized. Only original photos will do you justice by telling the exact story in your brand voice. Also, choose to tell your stories only on those platforms where the majority of your audience spends most of their time. One size doesn’t fit all, so know your community and use the best visuals that work within the confines of a particular social media platform.
3. Empower the community to tell your brand story through their eyes
Monomyth (also called the “hero’s journey”) is one of the most popular story structures. In these stories, heroes are called to set out on a journey from their homes to unknown lands, only to return home with a reward or newfound wisdom with which they can help their community. Consumers are allowed to finish the monomyth in their visuals and words, due to the power of user-generated content and social media.
This can be done through social listening and crowd-sourced content. Social listening requires you to use social tools to listen to your brand advocates, and engage with them regularly in one-to-one conversations to apply the story beyond your reach. Social listening of the process of social media monitoring is needed for cutting through the noise and keeping track of what matters the most. As for crowd-sourced content, you can tell your brand’s story through the consumers’ eyes by leveraging crowd-sourced images, which will bring your brand story into the real world.
If you’re socially niche, your stories become attainable. The stories that are relatable to a wide group of people are the greatest stories. They are relatable to the average person, so telling a brand story on social media means that you have to be attainable to the average social media user, yet unique. “Star Wars” was a huge success because the consumer can easily understand its story, while the best TV shows are those that captured a moment in time in our culture and transcended their specific subject.
To succeed on social media and truly break the mold, you have to embrace storytelling. Learning how to appeal to human emotions through storytelling can be of great help when it comes to winning more clients and expanding your reach beyond the confines of your marketing campaigns. Everybody loves to hear a good story.
Dan Radak is a marketing professional with eleven years of experience. He is currently working with some companies in the field of digital marketing, closely collaborating with a couple of e-commerce companies. He is also a coauthor on several technology websites and a regular contributor to Technivorz.