6 steps to tell your brand story
Posted: Thu Feb 20, 2025 3:46 am
It is increasingly difficult to generate relevance for brands. In a scenario where communication tools present more diluted and less impactful results, it is necessary to take a few steps back. It is necessary to make processes simpler, more direct and more human. And one characteristic that has been present since the dawn of humanity is the talent for storytelling. Therefore, to give relevance to your brand's story, you need to know what storytelling is and how to apply this concept.
Here’s an interesting fact, just to give iran mobile database an idea of the direct effect of the whirlwind of messages that we are bombarded with every day. The first digital banner had a 44% click-through rate . But that was in 1994! Today, the average click-through rate is 0.35%. To stand out and be remembered in this hostile performance environment, you need to attract attention and create an emotional connection with people.
>> Recommended reading: How to deal with hyperconnectivity
Brand with soul
A brand’s relevance comes from its credibility, the content it generates, the experiences and the connection it creates with people. We’ve already talked on the blog about how important customer experience is to creating strong bonds. But if there is a connection, then there needs to be a personification of the brand, forming an identity that people can become attached to. This is a huge challenge, but the solution to achieve this goal couldn’t be simpler: telling a story.
Understanding what storytelling is is certainly not new, and you may have heard this term thrown around a lot in marketing discussions. The fact is that creating a brand story is a key part of bringing brands closer to people, conveying an emotional message, and creating a sense of community and human connection. By definition, it's about telling a good story. And by good, we mean a story that's relevant, engaging, and conveys the brand's values.
We instinctively create stories for everything. When primitive people saw lightning in a storm, they filled the gap in their knowledge with a story about gods and their powers. If your company doesn’t take control of its own story, one of two things will happen: either no one will talk about your brand, or they will create stories about it.
By adopting an active content generation stance and including, in all brand actions, relevant information that builds and reinforces its story, your company will guide the public to spread the story you want to convey.
Here’s an interesting fact, just to give iran mobile database an idea of the direct effect of the whirlwind of messages that we are bombarded with every day. The first digital banner had a 44% click-through rate . But that was in 1994! Today, the average click-through rate is 0.35%. To stand out and be remembered in this hostile performance environment, you need to attract attention and create an emotional connection with people.
>> Recommended reading: How to deal with hyperconnectivity
Brand with soul
A brand’s relevance comes from its credibility, the content it generates, the experiences and the connection it creates with people. We’ve already talked on the blog about how important customer experience is to creating strong bonds. But if there is a connection, then there needs to be a personification of the brand, forming an identity that people can become attached to. This is a huge challenge, but the solution to achieve this goal couldn’t be simpler: telling a story.
Understanding what storytelling is is certainly not new, and you may have heard this term thrown around a lot in marketing discussions. The fact is that creating a brand story is a key part of bringing brands closer to people, conveying an emotional message, and creating a sense of community and human connection. By definition, it's about telling a good story. And by good, we mean a story that's relevant, engaging, and conveys the brand's values.
We instinctively create stories for everything. When primitive people saw lightning in a storm, they filled the gap in their knowledge with a story about gods and their powers. If your company doesn’t take control of its own story, one of two things will happen: either no one will talk about your brand, or they will create stories about it.
By adopting an active content generation stance and including, in all brand actions, relevant information that builds and reinforces its story, your company will guide the public to spread the story you want to convey.