When you meet someone new, what happens? Chances are, you ask them questions in the hopes of learning more about them. Hopefully, they’ll reciprocate by doing the same. You try to unearth their story, and to tell your own (or some of it, at least). The end goal is to connect.
In business, the rules don’t really change. Telling your story is a critical part of building your brand. It helps to shape how people view you and enables consumers to begin forging a connection with your company. Do it right, and you’ll put building blocks in place that will allow you to develop a pretty awesome brand with an equally awesome future, a brand that people buy from simply because they love what you do and what you stand for.
The trick however is to be authentic. Consumers aren’t stupid. If they think you’re fabricating stories and falsifying your brand they will find out. Maybe not today. Maybe not tomorrow. But at some point, the truth will come out and the “brand” you built will be in need of some serious damage control if it’s to survive.
Did you know our brains are hardwired for storytelling? It’s hard to imagine, but over 25,000 years ago, we were etching drawings on the insides of caves. Besides the cave part, not much has changed today! Storytelling is still one of the most important ways we communicate with each other. As a brand, telling a captivating story is a perfect chance to reach your audience – it’s a chance to make a lasting connection. From a marketing perspective, telling stories also helps people crave your product or service on a human level. But visual storytelling? That packs the extra punch to create an emotional link, the secret sauce to making someone more likely to buy your product or service.
The most powerful brand stories are the ones that prioritise customers as the stars. Think of your company as the supporting character to stories about and for your customers. And that’s where video really gets the chance to shine when telling your brand story: turning the spotlight back onto your customer and the value they get from interacting with your brand.
Here’s one such really effective brand story through video!