Every brand wants to engage their audience and spread their message as far and wide as possible. But how they make their brand story resonate with the audience is the biggest challenge that brands need to do accomplish. The human attention span is pretty limited and with today’s excess of information, traditional marketing just doesn’t cut it anymore.
That’s why the marketing industry is now more focused on the storytelling aspect, and brands are just now starting to jump in. Except when they do jump, the results aren’t always the same for every company.
Here are few mistakes that brands and companies make when they want to tell a story.
1. It’s not about you or your brand
As Jeff Gomez said in his comparison of brand storytelling and playing Dungeons & Dragons, when brands attempt to tell a story, they end up glorifying themselves. Of course it’s about your company, but more importantly it’s about the consumers, the hero of the story, and not about the storyteller.
You need to place yourself in your audience’s shoe, or listen to them and understand their expectations. Afterwards, assist them with your story; help them realize how your product or service may solve their problems.
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2. Your story is too complex
One of the main tenets of marketing is conveying your message. The most important thing is that your message goes across, and your audience understands.
Creating an overly complex narrative won’t make your brands seem smarter; it will confuse your audience and alienate them. Simplicity is the best way to get your message across in a genuine and authentic way.
Tell a story that draws the consumers in, flip the point of view, and make the story relatable. We live in a time where the audience is tired of the usual and the contrived; they want something real and genuine. So make it simple.
3. You’re not being authentic enough
Of course you want people to know your brand. Of course you want the customers think that your brands is the best, but this mindset is also wrong. People don’t really respond well to brands that think too highly of themselves and take themselves too seriously.
Exaggerating your product and your brand no longer work, people are tired of it because they’re not as naïve as they were in the past. Your audience wants to see sincerity, you don’t need them to admire you or your brands, you want to give them a reason to respond and engage with your message.
Representing the brand and doing it well is the storyteller’s job, they need to tell the story that evokes emotion, a story that is genuine and soon the brand name will make itself.
Once you’ve made your story, and you’ve made it simple and authentic, people will start to respond by sharing it and get your message across the world. A good story will resonate, engage people and push them into action. [By Hanny Kusumawati]