How can strategic storytelling help grow my brand?
In today's competitive landscape, standing out as a brand requires more than just a polished logo or a catchy slogan. It demands the power of storytelling. Stories have an unparalleled ability to cut through the noise, connecting with audiences on a deeper level and leaving a lasting impression. So, how can strategic storytelling help elevate your brand? It’s pretty simple: a great story will cut through the jargon and corporate blandness that is prevalent today.
Good stories compel people to change the way they feel, the way they think, the way they act and ultimately, the way they engage with your brand. The great thing about the ‘storytelling’ trend is you can be really creative with it. Every business has a good story behind it; from the blood, sweat and tears that went into setting it up, to the people behind it, to something unique about the product or service it is selling.
There might be an interesting story behind the way something is made, the ingredients or fabric being used or the provenance of a product.
Social media has changed the way we shop; we are so much more engaged with the brands we buy into. We love hearing about the personalities behind the products we spend our money on.
We want to go ‘behind the scenes’ and find out what really makes a brand tick.
Here are some examples of storytelling we love
Pandora Sykes & Uterque
Take a look at this campaign that fashion brand Uterque created with journalist Pandora Sykes for Valentine’s Day. Aside from being ridiculously gorgeous, bright and stylish, Pandora is a renowned bookworm.
Uterque filmed her talking about different definitions of love taken from some of her favourite novels. It’s a short, sassy film that doesn’t mention the clothes once but establishes Uterque as a label worn by intelligent, strong, women. The campaign works because it sparks emotion and gives you an insight into someone’s way of thinking. You can imagine having a similar conversation about love and literature with a friend.
Welsh Water
Another lovely example of good storytelling content from a few years ago is this film by Welsh Water in which two members of staff, who have worked together for 41 years, talk about some of the strange things they have found in the sewers. It sounds like a bizarre thing for a company to want to talk about, but for the curious amongst us (and who isn’t nosy these days?), it’s a fascinating ‘behind the scenes’ insight into what life is like for those who work in this most unglamorous of jobs.
The pair are endearing and really proud of what they do for a living. As a marketing exercise, it’s not going to drive a big increase in sales, but it might help customers in Wales be less annoyed with their water company the next time there is a leak. And it’s the kind of story you might share with your friends: I will never look at wet wipes in the same way again (they are clogging up our sewers and can take hundreds of years to biodegrade).
How do I weave storytelling into my copy and content?
But how do you weave storytelling into your own brand's narrative? It starts with authenticity and instinct. Let your story unfold naturally, connecting with your audience on a visceral level. By using language that resonates with their experiences and emotions, you can forge a powerful bond that transcends transactional relationships.
A great story comes from your gut. It’s honest and instinctive. The key to getting started is to stop overthinking it. Say what you feel and let your story unfold naturally. Connection is what we're trying to create here. It’s all about ensuring your audience feels seen and heard by what you're saying. Using the exact words and phrases that your clients use to describe their issues, needs or wants will help you to create that sense of instant recognition and connection.
When we have discovery conversations with our clients, they always come up with an unexpected, off-the-cuff comment or anecdote that makes the story real and memorable. That’s the connection hook you need to hang your story on.
That’s how you find out how that outdoor lifestyle brand FatFace needed brochures that show how the brand was returning to its adventurous roots without alienating its customers: clothes to live life in.
That’s how you find out how a sustainable denim brand E.L.V. Denim can bridge the gap between upcycling and the luxury market, sparking thoughtful conversations about the art, dedication and craftsmanship that goes into their pieces.
That’s how you find out how coastal lifestyle brand Red Paddle came up with their Revolution parka: a change robe that didn’t look like a massive tent!
That’s how you find out why luxury Maldives resort Baros wanted to inject meaning and longevity into a book celebrating its 50th anniversary.
That’s how you find out how a background in journalism, a corporate hangover and family life made us better and more empathetic copy and content writers for ambitious, purpose-led brands!
These are all stories we’ve written for clients (except the last one!). We nudged them to open up with a series of questions designed to extract relevant and relatable information that encouraged them to say what they feel and tell real stories. Because sometimes it’s the little things that will matter the most to your audience.
Screenwriter and brilliantly acerbic journalist Nora Ephron famously said “everything is copy” and in many ways it is. But how you tell it is important. She explains: “When you slip on a banana peel, people laugh at you; but when you tell people you slipped on a banana peel, it’s your laugh. So you become the hero rather than the victim of the joke.”
So, don’t be afraid to use your personal experiences to make a point. Think about what makes your business, your product, your service different or interesting. Be inspired by what is going on in your world, whether it’s the seasons changing, the landscape that surrounds you, the books you read, the news you’re following, the people you meet, the work you do.
How you interpret the world around you will always be personal, individual and ultimately authentic — the holy grail of all great communications.
Your brand's story is waiting to be told, waiting to inspire, delight, and resonate with your audience. So, embrace the art of storytelling, drawing inspiration from the world around you and infusing your brand with authenticity and meaning. With strategic storytelling as your compass, your brand can chart a course towards deeper connections, lasting impressions, and unparalleled success.