Why Your Brand Storytelling Matters

When you think of brands with excellent marketing, what companies come to mind? Disney, Nike, Las Vegas, Myrtle Beach? These companies all excel at marketing because of one thing—storytelling.

Storytelling is what grabs our attention and forms connections. It is the ultimate way to build deeper relationships with an audience. So, what is a brand story, why does your business need it, and how can you get started crafting your own?

What is a brand story?

Your brand story is a compilation that relays the mission of your brand, your audience, and the facts and feelings that will create a compelling, emotional, and engaging connection with the audience.

Why does your business need a brand story?

Firstly, people are much more likely to remember a story than facts and figures. 22x as likely in fact! This is ever important in today’s world full of distractions.

When people are ready to buy, the brand with the best story will be the first to come to mind. By intertwining your brand’s story with your content marketing strategy–whether it’s on your website, blog, or social media–you are differentiating your brand and creating an emotional connection.

Customers are more likely to recommend brands they have an emotional connection with. This can come from a human element in brand interactions, as well as from greater transparency. When a customer shares your values there is a much higher chance they will be loyal.

Stories are what make content and marketing campaigns more memorable.

Create your own brand story:

First you must inventory your business—what are your goals? Is it brand awareness, organic traffic, revenue growth?

Next, what are the resources you already have? A strong product, eager followers, great attractions, restaurants, memorable hotels?

The most important step is thinking about the history of your company. Why was it created? What are your dreams? What are the most unique details about your organization?

Meaningful and memorable storytelling begins with these building blocks:

• Realistic and relatable– avoid using industry jargon or technical terms. Apply human characteristics to your brand in the form of a brand personality that matches your customers’
• Authentic – be honest about what makes your destination unique but also your challenges and setbacks
• Empathetic and emotional – your audience should see themselves in your message
• Attention-grabbing – use a distinct personality that is recognizable and stands out
• Relevant – show the audience how your destination has what they need for an enjoyable vacation
• Convincing – give the audience a reason to take action

Strategic and skillful brand storytelling is one of the most effective ways to capture attention and deliver a consistent marketing message. By speaking to the values and vision of your company and generating an emotional response through storytelling, it will help differentiate your brand, attract new customers, engage existing ones, and create brand loyalty. Remember, a story is 22x more memorable than facts and figures.