Did you read the previous post? If not, I invite you to do so to follow the thread of this part 2 of the 7 fundamentals of brand storytelling for impact that we are highlighting.
To continue, we’ll talk about 4 other fundamentals that are key to brand storytelling.
Engaging storytelling
Storytelling activates various regions of the brain that are associated with language, perception and social cognition. This undoubtedly helps to generate vivid mental images that increase social connection, empathy and memorability.
Storytelling is a craft. So look for opportunities to tell stories, learn from other skilled storytellers and adopt a unique style of your own.
As human beings, we relate to the personal experiences of others. So if testimonials, reviews and user-generated content are not in your current toolkit, take note.
Emotional appeal
Emotional content is gravitational because we see ourselves in the emotions, personal feelings and experiences of others. This is how we relate. Make sure your brand narrative is designed to connect with the positive experiences people will have with your products and services as a result of using them.
Memorability
Creating unique moments for the brand narrative to shine will amplify its impact and ensure that it will be remembered long after the conversation is over.
Consistency and alignment
Design and content are much more than the sum of their parts. Working them together is not only a driver for creative thinking, but also ensures that the brand makes a consistent, coherent and instantly recognisable impression.
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