Good content is more about telling your story well. But how does one tell a brand story well?
To begin with, it’s important to be authentic. Your brand must come across as real and genuine, not fake and superficial. For example, brands that try to pay lip-service in the hope of luring cause-conscious consumers will be found out sooner or later.
Brands that are focused on the community will find it easier to tell their stories. They will do that by engaging with their audiences, not just in conversations, but also in designing and improving their products and services.
Good brand stories are about meeting real human needs like safety or belonging or comfort or some improvement in daily life. They engage consumers in the moment and evoke a response, initiating a conversation that enriches both the brand and its consumers.
Another important element in telling a story is using your brand signature. This means that your brand communicates in a unique style and tone of voice, derived from the brand experience, through all consumer interfaces, whether in store, in person or online. This way, when you share a story, the consumers knows it is from your brand.
At the end of the day, telling a brand story well depends on whether the brand is perceived as being owned by the company or by consumers. Good content marketing starts with assuming that brands belong to open and connected communities, an environment that naturally allows brand stories to be told and engaged with.
