Busting the myths of brand storytelling

Not just for your about page

“Your story? Oh that’s just what you put on your about page, right?” Nope nope and nope. Whilst your about page is a vital component of your website’s overall success, it’s not the be all and end all when it comes to telling your brand’s story.

Your about page is where you will tell the story of you and your business. It’s where you’ll share the tales of how you came to be, what inspired you and what motivates you each day in your work. It’s where you’ll give a behind the scenes look at who you were before you embarked on this crazy endeavour that is running a small business. So yes, your about page is a part  of your brand’s storytelling – it is the home of your brand’s story after all – but it’s not all there is. 

In fact, brand storytelling is a practice in itself, not a single entity. Storytelling is something that you’ll continue to hone across your digital marketing channels as you put your hard work out into the world.

Practicing the art of storytelling

Storytelling will be behind every single piece of work that your brand publishes and puts out for public consumption.

Storytelling is the difference between posting a product description underneath your Instagram picture and sharing the inspiration behind the picture itself. By building a story around the product or service that you’re choosing to showcase, you’re creating a welcome and inviting environment that your audience is going to want to be a part of. 

This means going the extra mile. Storytelling requires you to think a little and take some time to consider the purpose behind your message. If your mission is to sell sell sell then storytelling isn’t for you. But if you’re looking to build your brand with heart and purpose, whilst building a community that feels the same way, then storytelling is the way to do it. 

When you’re telling a story, you’re not selling a product. You’re selling a feeling, an idea of the life that your audience will be a part of if they buy into it.

Try this:

• You’re not selling coffee, you’re selling a cup of comfort that brings a moment of respite into a busy worker’s day
• You’re not selling flowers, you’re selling the feeling of appreciation and love as your customer gifts an old friend with a magically scented bundle
• You’re not selling candles, you’re selling a moment of calm and quiet at the end of a stressful day

What would you add to this list? Give it a try for your own business and consider what you’re actually selling your customers. Not sure where to start? Speak to your customers and find out what they think.

Where does the story go?

Storytelling will be alive across your brand. It’ll be behind each image you post, in every caption you write, in each newsletter you send out, in every campaign you plan.

It could come to life in the very layout of the scenes for your next photoshoot. No longer are there just simple product shots but instead scenes from the life that your customers dream of, bringing them moments of calm, escapism or perhaps energy into busy lives.

Storytelling is the difference between writing a caption sharing the price of your store’s new product and crafting the tale of how it came into creation. It’s sharing your inspiration, motivation and how you hope this new product will slot into its users’ lives.

Storytelling lives in your brand’s newsletters, which aren’t made for cold hard selling but instead contain valuable updates and fresh ideas from across your industry and product space. Your newsletters should feel like a mini-magazine or a digital column that your readers look forward to each time your name pops into their inbox.

I hope by now you’re starting to understand brand storytelling better and can see how it can benefit your own business, and your customers. As always, if you have any questions just comment below and I’ll be happy to help you out.

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