05 August 2015

Why Brand Storytelling is Important

Why Branding Is Important For Your Website _ AmDee

Once upon a time, there was a website – your website, to be specific. While your site had a lot of content, it was dull and data showed that it wasn’t exactly resonating with your audience. You cried, “Whatever will we do?!” Unfortunately, this is a story many small organizations know all too well. Maybe you’re a nonprofit looking to attract more donors to support an initiative or a small business looking to reach a monthly sales goal. Luckily, both of these goals are attainable with the implementation of multi-channel brand storytelling!

According to the FastCompany article “Why our Brains Crave Storytelling in Marketing”, 92% of consumers want brands to create content and ads that feel like a story. Additionally, over 60% of marketers polled by the Content Marketing Institute said they were working on becoming better storytellers this year.

So why is brand storytelling so important?

Brand Storytelling Inspires Your Audience

For one, it provides your audience with a deeper understanding of your brand and mission. While other forms of content marketing generally seek to inform and educate, brand storytelling should take it a step further by adding inspiring content to the mix. Pull on the heartstrings of your audience through the use of humor, melancholy or another strong emotion. If you’re an international adoption agency, use video to tell the story of an adoption from start to finish. If you own an independently owned grocery store, connect with one of your suppliers and explain the process of getting food fresh from the farm to their table. When creating this type of content, remember this equation: Brand Storytelling = (Inform+Educate) x Inspire.

Brand Storytelling Provides Context and Authenticity to Your Mission
Multi-channel storytelling provides an additional layer of authenticity to your brand. In addition to telling stories on your blog, echo similar messages on your social media outlets, email marketing campaigns and more. Telling a consistent story reinforces your brand’s mission in a more memorable way by showing examples of your mission in action.
Brand Storytelling Increases the ‘Shareability’ of Your Content
When making appeals to the emotional nature of your audience, pair it with vivid multimedia imagery. Keep in mind: images account for 89% of fan engagement on Facebook pages and 150% more retweets on Twitter. Additionally, research confirms that content that evokes an emotional response is 200% more likely to influence a consumer’s decision. So, as a best practice, accompany your story telling with great visuals for maximum results.
Because your website is your organization’s face to the world, it’s important that the brand storytelling begins there. If you’re working with a website development agency or in-house staff, ensure that you’re telling your brand’s story through blog posts, photos, videos and more. What are some of the best brand storytelling examples you’ve seen in the past? Share them with us below.


Amar Trivedi

President and founder of AmDee, Amar provides insight of nonprofit technology through occasional guest blogs for AmDee and others