7 ways to use brand storytelling in your next press release
There are a lot of stories that you can write to issue a press release. One story idea is making your brand stand out in the industry.
Perhaps, you want to be known as a thought leader, manage your reputation, or boost brand awareness. Writing a story that focus on your brand is a great angle that reporters and publications love.
Be sure to develop your own voice, tone and style. It’s the first step before you can even create a compelling story that is credible.
What is Brand Storytelling?
What really is brand storytelling? It is the method where a brand uses its original and emotional stories to drive customer loyalty and grow its brand faster.
It is telling a story that delivers a unique message or narrative across various channels. The goal is to change customer perceptions, boost revenue and increase brand awareness.
The habits of consumers are changing. And with the changes, the tactics used by brands need to change.
Today, consumers are device-centric and have poor concentration on ads and boring stories. They are always on-the-go and are busy. However, when to comes to brands, they trust only those that provide entertaining, high quality and informative content.
What you need to know is that your story is not only what you inform people. It is more of their perception about your brand based on the message you’re sending.
Your story is the incorporation of facts, statistics and interpretations made by you, your stakeholders, community and the public.
Important Aspects of Brand Storytelling:
- Who are you
- What you do
- What you offer
- What solution you provide
- How you add value
- How you engage
Important Elements of a Great Storytelling:
1. Get transparent
One great angle that you can use in writing a brand story is telling a story about your product, service, event or process. Are you introducing a new product?
Why not write about it and create a compelling video on how you are producing it? It can generate more interest if people will have a look at how you manufacture your product.
Being transparent can raise awareness, credibility, authority and loyalty. People like to engage with brands that are trustworthy.
If you can show them how your product is produced, they are more likely to read your story and share it. Keep in mind that images and videos improve the engagement of audiences.
2. Keep it simple
You want to get the attention of your audience? Offer a simple and easy to understand story.
Focus on one key message. Don’t confuse people with a vague story. If you want to look smart, don’t try to mislead your audience.
Your audience should get what you’re trying to say right from the beginning. If they feel they get lost in the middle, they will not continue with your story.
If your story is about your new process, incorporate simple words and language. Don’t use jargons, complex terms and ideas.
3. It should be relatable
You want people to relate your story. You can accomplish this by providing a story that offers value for them.
How can they relate to you if there’s no reason to do so? Why they should care?
A great brand story is useful and effective. People can learn from it and are encourage to share it.
This kind of story touches people’s heart, not only their power to decide. It can further inspire them to change their lives.
4. Offer a long-term story arc
Avoid providing short story arc. Instead, provide an ongoing, long-term story.
Your purpose is to make people come back to you again and again. If you create a short story, the story ends right there.
Although you have captured a large group of people, you may lose some of them along the way. If you issue another release, you will have to work on top again to capture their attention.
For example, think of a story that your brand is facing. Choose the one that is hard to overcome. In the end, you are still able to win.
Make the issues as a continuing part of your story. People love stories that have continuation.
They want to know what could possibly happen next. Make sure that you entice your audience to follow up on your story.
5. Be consistent
Make sure that your brand knows how to keep up with the values, message and tone that you want to portray each time. People cannot be deceived. They know exactly what’s authentic and not.
They can sense that you are not genuine if you are not consistent. Whenever you issue a release, make sure that your values are intact.
People should see it in your stories. Otherwise, you’ll lose their trust once they feel that you are not authentic.
Promote your brand message in every content consistently. Otherwise, you’ll not only lose their trust, but also your brand supporters and customers.
Your company values should always be visible in your story. Always show why it matters to you, and how it can help you serve your customers better.
If you aren’t consistent with your values, your customers and loyal followers will get confused. They will eventually turn away from you.
6. Share your origin story
One of the best ways to show your authenticity is sharing your history. How did you start your company?
Although everyone knows that generating revenue is the main motive for starting a business, what else motivated you to push through with it?
What is your mission? What interest you most? How do these factors affect your brand?
People love discovering stories of how a company was able to set up a business. They want to know the struggles of putting up a business. How did you overcome these struggles?
When telling your origin story, present your brand as a person with face. Share your mission, passion and goals.
The moment they see that your story provides a human angle, they are encouraged to listen and connect. Focus on the element that people are interested with and care about.
7. Tell a story about helping a community
A great way to connect with your audiences is to show that you care about the local community. Have you helped an institution lately or donated cash or goods during a catastrophe?
Write about it. It’s not boasting. It’s one way to show people that you are not company-centric.
When you truly care about people, they can sense it. It’s a great way to show them that your brand cares about other people.
It targets their emotions right away. They will surely want to connect with brands that care about the community like them.