Brand Storytelling 101:
How to Leverage Your Brand Story in Presentations
Answering 8 Commonly Asked Questions About Brand Storytelling
Creating your mission statement, core values, brand story, logo, visual brand guidelines, slogan…
As a business owner or leader, there’s a never-ending list of messaging to solidify. Without clear messaging, your brand gets lost in a sea of other similar companies without a clear path to a consistent customer base.
One of the most important messages to solidify? Your brand story. Brand storytelling can be an enigma for business owners and leaders. How is it different from your mission statement? Who’s supposed to create the story— marketing, leadership, or an outside consultant?
Why do you need a brand story in the first place?
We’re answering 8 commonly asked questions about brand storytelling to help you solidify your message and connect with your audience.
Q: What is brand storytelling?
A: Brand storytelling is the practice of creating an emotional connection by aligning your customers’ values with your brand values. It’s accomplished by using a captivating, narrative story that summarizes your brand’s mission, values, and history.
Successful brand stories capture attention, create empathy, and compel action.
Q: What’s the difference between brand storytelling and content marketing?
A: Content marketing and brand storytelling are similar, but they have a few subtle differences.
Content marketing can certainly include telling your brand story, but it’s a wider marketing strategy that also includes educational and promotional content that encompasses far more than just your brand story such as blogs, quizzes, webinars, and more.
Brand storytelling influences every message your brand distributes, such as press releases, your core value proposition & unique selling propositions, website, sales collateral, and even how your customer support team speaks to customers.
Q: What are the main elements of an effective brand story?
A: Every brand story should be:
- Aligned With Your Business Goals: Your story should be aligned with your business goals, mission, and values, and it should be integrated in all your brand messaging.
- Empathetic: One of the main goals of a brand story is to relate with your customers. Make sure you showcase empathy in your messaging.
- Attention-Grabbing: You have mere seconds to capture your audience’s attention off the bat. Solidify a distinct voice and messaging that makes people stop and listen.
- Personable: Instead of using technical or corporate jargon, use simple language that your customers can understand and relate to.
- Action-Provoking: Include a call to action that pushes your audience to take the first step to becoming a customer.
Q: What are best practices for maintaining brand consistency across storytelling?
A: An inconsistent brand story can lead to mistrust among leads and even existing customers. To ensure you’re telling a consistent story across every medium (social media, website, pitch decks, videos, etc.), first solidify your story and distribute it to your entire team.
Then, incorporate tools that help you maintain consistency such as a digital asset management (DAM) system or content management system (CMS) for easy access across every department.
Another valuable tool for brand consistency is DIGIDECK. Hundreds of brands leverage DIGIDECK for striking, trackable, and consistent presentations with a centralized asset library. Presenting with DIGIDECK ensures your employees are pulling from pre-approved, on-brand slides in one central location.
Q: Where should I be distributing my brand story?
A: Brand stories are meant to be shared. Once you’ve solidified your brand story and distributed it among your employees, it’s time to get your story in front of potential customers.
Include your brand story in:
- Presentations (sales, employee onboarding, thought leadership/conferences, etc.)
- Your website
- Social media
- Podcasts
- Print marketing materials
- Email newsletters and campaigns
- Television and radio ads
- Digital ads
Q: What are the most commonly made mistakes in brand storytelling?
A: As you incorporate the elements of an effective brand story covered above, you also want to be sure to avoid certain mistakes, such as:
- Over-complicating the story
- Using corporate jargon or confusing language
- Pushing your CTA too hard
- Making the story “salesy”
- Focusing on you/your brand more than your audience
- Plot holes
- Surface-level details
Q: Why is brand storytelling important?
A: Emotional connections are a significant component of brand loyalty and customer value. In fact, people are 22 times more likely to remember stories than facts alone— ultimately helping your brand stay top of mind if you have a compelling story.
At the end of the day, a powerful brand story compels action— ultimately driving business growth.
Q: Where can I learn more about brand storytelling?
A: There are numerous online resources for brand storytelling guidance. Your company may also consider hiring a brand consultant or working with a brand agency to define your brand story.
For now, we recommend checking out these TED Talks on Brand Storytelling:
Maintain Brand Consistency Throughout Your Presentations
We hope you’re feeling more clear about the importance of brand storytelling and how to create an effective story. After putting in all the hard work of crafting a powerful brand story, it’s important to maintain brand consistency across employees and departments so your hard work doesn’t fall through the cracks.
Consider joining hundreds of other brands of all sizes and leverage DIGIDECK for on-brand, consistent presentations across sales pitches, employee onboarding, proposals, and everything you need an interactive presentation deck for. With a centralized content library, admin controls, and a pre-approved Master Deck, maintaining brand consistency has never been easier.
Check out DIGIDECK by scheduling a free demo!
