As children, we looked forward to bedtime stories that left our minds reeling in a world of fantasy. There is just something about a good story that captures your attention and urges you to acquire more information. Much like a child at story time, stakeholders respond to well-planned strategic stories.
Every company has a story to tell, but how they tell it is what makes the difference. The ultimate question comes down to – how do you deliver a memorable story? When an audience is captivated, emotion is evoked, which leaves them asking for more. In order to generate emotion, companies must strategically plan and weave certain components into their stories for their audiences. Below are a few components to incorporate into your brand storytelling to ensure your message sticks.
1. Use Visuals in Communication to Increase Retention
Through the use of infographics, videos and pictures, a company is better able to hold an audience’s attention to communicate its story. According to the Visual Teaching Alliance, this is due to the fact that approximately 65% of the population learns visually. GE paints its brand story for others to see in GE Newsroom and GE Reports by using pictures and videos that are visually appealing.
2. Create Consistencies to Eliminate Confusion
Consistency is a critical component in delivering a brand’s story because it ensures customers receive the same message across all communication channels. Consistency may be displayed in a company’s tone, writing style and the way it portrays itself to the public. Maersk does a remarkable job of creating its strategic brand story across all of its social media channels through consistency in messaging, visuals and target audiences.
3. Engage Stakeholders to Build Relationships
It is essential that B2B companies support engagement with stakeholders, as it cultivates relationships and constitutes an interpersonal way to reveal their brands’ stories. Boeing took time to invest in the future at the Farnborough International Airshow, where it sponsored the Build-A-Plane Challenge. The challenge was a hands-on opportunity given to students interested in the aeronautical industry, allowing Boeing the chance to build future employee-based relationships and show its commitment to the growth of the industry.
4. Humanize the Brand to Become More Relevant
Every B2B company tells its brand story through various communication channels, but the story becomes more compelling when the brand incorporates a human element. Stakeholders are attracted to the people behind the brand and their day-to-day lives within a company. Honeywell’s Career Center succeeds at this component by describing the culture within the company, as well as the lifestyle of its employees and their responsibilities.
5. Leverage World Events to Create a Bigger Story
It is common to use current events as a brand storytelling source, especially since many are planned ahead of time. Holidays and anticipated celebrations prove to be useful events every company can leverage. Thales incorporated the World Cup into its brand story with phenomenal style. By integrating the phrase “At the Heart of Big Events” with a captivating video, Thales shows consumers the role they played in the World Cup.
6. Go Interactive to Show Your Brand is Dynamic
A B2B company can set an industry standard if it thinks outside the box while incorporating traditional and non-traditional mediums. This provides the company a unique way to share its brand story. Embry-Riddle Aeronautical University embodies the concept of interactive with its website, which engages people in a new way. From maps to timelines, it is able to introduce interactive elements by condensing large quantities of information into easy, understandable graphics.
In today’s environment, B2B companies are consistently looking for methods to increase brand awareness. Storytelling is an effective way of accomplishing that goal while allowing a company to create a narrative about its brand. Just like a good bedtime story, companies should aim to draw stakeholders in and leave them wanting more through brand storytelling. Posted by: Alex Jacks – Public Relations Intern with The Cirlot Agency