Authenticity and creativity are the two biggest pillars for successful business storytelling. These narratives are meant to explain your mission and the very foundations and principles upon which your brand was built, in order to create a connection with your audience.
Just because you’re talking about your business, doesn’t mean you’re effectively telling your story. There’s no “one-size-fits-all” formula for business storytelling, since every brand has its own history and personality. To create a story that will be able to successfully connect and inspire trust in your audience, you have to be creative and explore the things that make your brand particular. You will need to create a unique story to represent your unique business. And that’s the thing that all the successful brand stories have in common: their unique-ness.
In this guide, we will provide tips that will help you understand what makes a good narrative, and what you need to do to successfully create a business story that is engaging and memorable.
Elements of a Good Story
Let’s start at the top. What makes a good story, when all is said and done?
Good stories have to be simple. They must portray scenarios that are relatable for the audience, and show what service you offer in a way that is easy for the user to understand what your brand is about and what you sell.
Creating a connection is the main purpose of storytelling. Being able to touch the audience and achieve an emotional response is what makes a story effective and memorable.
Being honest and straightforward about the story of your business and your statement is also a very important factor for your story to be successful. You want to show in your video the core of who you are as a brand, the challenges, and personal situations that gave you the inspiration to build your business.
Creating a Good Business Story: Step-by-Step
Find Your Target Audience
It’s important to know the audience you are trying to target, so you can know how to successfully create a connection between you and them. Who are your customers? Who are you trying to reach? What type of person would buy your product or use your services?
The Conflict of Your Story
The plot of your story has to include a situation where your product is being used in a real-life setting. The conflict is the arch of your story. It is a visualization of the type of situation or needs that compel consumers to buy the type of product or service that your brand offers. You have to make the watcher realize that using your product is going to improve their lives and that buying from you is their best interest. In which type of situation is your product used? What type of problem does it solve?
Showing Your Product as a Solution
Storytelling is not only about your brand, but mainly about your service. Don’t forget that the real goal of a story is to compel users to buy your product. A brand story that isn’t relatable to your product might fulfill all the criteria of a good narrative, but still fail to convert to sales, if there’s a lack of awareness in what you are trying to sell. What product/service do you offer? How is it used? What are the feelings the customer experiences after using your product/service?
About Your Business
When telling your brand story, you should communicate to the potential customers what your mission is and show them that you’re not a company that only focuses on profits. Show in the video community what you stand for and your mission as a business. Who are you? How was your brand created? How do you contribute to the world? Why do you love what you do?
Creating The Emotional Connection
To create the emotional hook that makes storytelling such a powerful marketing tool, you need to incorporate your brand into the audience’s life in a positive way. Humanize your brand by showing your staff. Show that you are a business run by real people and that your services go beyond money-making. Show how much you care about the quality of your service, how much you care about your customers, and how you can improve their lives.
Compelling Users to Take Action
At the end of your story, the watcher should be touched and have positive feelings about your brand and your product. You must seize that moment to incorporate a Call-to-action that tells the user how to learn more about you. Either visiting your website, going to your product page, or following your brand on social channels.
Moving Forward With Your Own Storytelling Video
The PELEIO Video Storytelling Community offers a variety of resources to help you get started with your own video. Get started with a look at our free storytelling guide!