If a storyteller is educated in the art of storytelling, they will attract an audience more than a generic advertisement. Storytelling is more than just a tagline or a catchy jingle. Most personal branding stories explain how the company originated, and how they keep their initial motivation. The objective of a brand story is for your consumer to have an emotional response towards your brand, which ultimately is mindshare.
Great storytelling used as digital marketing will induce mindshare. Mindshare is basically how much share your brand has in the consumer’s mind, and how your audience thinks and feels about your brand.
The goal of mindshare is to leave a positive impression. There are various story branding archetypes marketers use to reach mindshare.
There are psychological reasons behind why brand stories are effective. When a story is told, certain chemicals in the brain are triggered. For one, your brain gains Cortisol when a story is told. Cortisol is basically a chemical which informs the brain to pay attention.
Dopamine also increases, which sparks interest and in return makes your writing memorable for the audience. Endorphins, which trigger happiness, are also elevated.
Oxytocin contributes to how well someone socially interacts or connects with people.
When storytelling, oxytocin levels increase. Humans connect and relate with one another through Oxytocin.2. Emotional Connection
When your audience hears your story, they will feel human and emotional connection with your brand. This connection stems from the values and beliefs of your brand within the story. If your brand story has an overarching theme about family, your target audience of parents will feel emotionally attached to your brand.
Buyer’s Emotional Investment:
People in the first few stages of the buying process, are most likely in the awareness stage. From here, the brand will need to provide information about the brand identity to educate the potential consumer. By telling a great story, your audience will form a connection.
Joining the experience:
People want to feel included. The meaning behind your story will draw people together, and into the experience of your brand.
Different social media channels have different story deliveries. Not to mention, your audience throughout platforms probably vary. Putting stories on different channels will gain connections from a larger audience.
Creating a persona:
When producing your brand story, tone of voice is important to keep in mind. You should have different personas that alternate throughout channels because each social platform is used differently. If your story has a human like tone, your audience will acquire more connection than if you presented your story in a corporate tone.3. Originality:
Not many brands tell stories. The ones that do need an original plot or theme to gain mindshare. It’s harder than ever to create compelling and engaging content in the saturated realm of today’s internet.
Your company has thousands of competitors, so what sets you apart from the rest of your market? This question should be answered in your story. Once you tell an effective story, your potential consumer will forget they are partaking in an advertisement.
Augmented reality combines images of the real world and computer-generated images. This alternate reality tool is useful, and original, for marketing storytelling because the customer is in charge of telling a story through the brand.
There are two companies that use B2C interaction through augmented reality to tell a story. On Ikea’s website, the user can upload a picture of their living room to the site, then choose furniture from the website to put into that room. This tool tells a story about how to design a room. Pokémon Go tells a story about the character you interact with. Telling a story through augmented reality makes the content relatable for the target audience.
These effective storytelling techniques let the customer be the narrator, which produce mindshare.4. Transparency
To gain customer loyalty, you have to give trust through brand transparency. If your customer does not trust your brand, you most likely lost a sale. In terms of the buying cycle, if your brand is not transparent about the specifics of your company, your customer cannot move from awareness to interest/ education.
Being full on transparent about prices through a story will make your potential consumers respect your brand and ultimately gain mindshare.
SouthWest Airlines tells a great story about their brand mission, which is about how their fares are honest and low. Their hashtag “#feesdontfly”, is how travelers can add to the brand’s narrative about the Airlines transparency efforts.
Transparent with Issues:
In an ideal world, every brand story put into the public is a positive one. Sometimes, companies run into issues. If your company has struggled with an issue in the past or still is, showing your audience how you positively overcame the issue, or are trying to gain your audience’s mindshare. Explaining the hero's journey is called a negative approach in storytelling marketing. Most company’s like to sweep issues under the rug, but the truth is, the public is already aware the majority of the time.
As for production issues, your audience's mindshare will increase with an honest marketing campaign. Writing about the strategy used to navigate through the ups and downs of your brand is a marketing strategy that will with a consumer.
Creating a brand narrative through a good story is imperative for marketers. The brand storytelling techniques listed are all outcomes of storytelling in marketing, which will enhance your mindshare.