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The Art of Storytelling

How Telling a Story Can Build Your Brand Image

When speaking with new clients at Ellie Brands, one of the first things we do is ask them to tell us about their brand. Hearing the origin story and the why behind each company we work with is an integral part of understanding how best to frame their brand story in an authentic manner for an audience who will care. Story holds a lot of power: the way you tell it can change your perception, and ultimately change your reality. Harnessing the power of storytelling allows you to display your brand in the best light possible, and put forward a narrative that you’re proud of.

Presenting your brand story in a manner that is clear, concise, and engaging can be the difference between customers spending time on your site and investing in your products/services, or exiting out as soon as they’ve arrived (also known as a high bounce rate). Working with a brand architect at Ellie Brands is the most effective way way to make sure you’re positioning your brand properly, but for those just starting out we’ve included some top tips to consider while telling your brand narrative. Check out the pointers below and let us know if you’re interested in a consultation to help craft your best brand story yet.

Clarity is Key The entire point of your brand narrative is to let your consumers know who you are, what you do, and why you do it. Your messaging needs to be clear and easy to understand, and point out your unique selling proposition that separates you from your competitors. Stick to conversational language as opposed to industry jargon for optimum clarity.

Get to the Point You have only a few seconds to grab the attention of your audience, so use that time wisely! Your brand narrative should have a problem, a solution, and celebrate the success of that solution.

Know Your Audience Is your target audience male or female? How old are they? What are their interests? What stage of their lives are they in? What do they do on a typical day? What do they need? The more clearly you can define your audience, the better you’ll be able to craft a message that resonates with them. Address their needs in their language for optimal results.

Play to Emotions While data does play an important part in building a business, tapping into the emotional side of your consumers is going to drive action more-so than hard numbers. How do they feel with the problem they’re experiencing, and how will that feeling change once their problem is solved? Taking customers on an emotional journey if the fastest way to build brand loyalty.

Be Solution Oriented No one likes a Negative Nancy, so rather than putting all of the emphasis on the problem at hand, spend more time explaining the benefits of the solution your product or service offers. Use positive statements and an upbeat tone for messaging that makes your consumer smile.

Be Authentic Take off your sales hat and focus on why you’re doing what you’re doing, and how you can actually help your customers. Speak to them as you would your friends; experiencing a connection that feels personal can drive more sales than any forced push.


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