29th November 2017

4 tips to utilise emotional storytelling for your brand

You want people to understand and remember your brand, and emotional storytelling is the perfect tool to achieve this. 79% of consumers think that brands should be more genuine, so a real story told in a compelling way is worth its weight in gold.
The following four tips will help you craft a story that effectively connects with your audience’s emotions and leads to a fruitful relationship with your brand.

Keep your message clear

When it comes to brand stories, less is always more. If you over-complicate your story with product features or try and communicate more than one message, you can lose the emotional resonance you are looking for.
The best approach is to stick to one message per piece of content you create. Simplify the message until it can be easily presented in the form of a story.

Use a simple structure

Stories have a beginning, middle and end. The structure of stories within branding and advertising shifts slightly to Emotion, Fact, Action.
Begin by establishing an emotional association with your message. Follow this with a couple of facts and figures to support your overall message. Finally, utilise the emotional response you have evoked in the audience and ask them to take action.
A simple structure that is easy to follow and replicate will help to keep your stories concise and purposeful going forward.

Have a human element

All stories revolve around characters. Your brand story should be no different. Creating characters within your messaging that your audience can identify with will evoke the emotional responses you are after.
People identify with people. KPMG utilised the human element of storytelling to promote the Small Business Accounting (SBA) branch of their business. By telling the stories of real people benefiting from SBA, the audience could identify with the business owners and see that the challenges they are facing with their own business could be solved by using SBA too.

Utilise the channels

Consumers now have access to your brand through various channels, including in-store, tablets or the trusty smartphone. Your brand story should be accessible across all channels and keep the emotional message consistent across the board.
Your message should also be clear on each channel. Context is important to make sure your message makes sense on each separate channel. If not executed properly, messages that are out of context can have detrimental effects. Dove found this out recently with their Facebook advertising for their body wash. The ad was misinterpreted by audiences and resulted in poor publicity across the globe.
Connecting on a human level with your audience through emotional storytelling can have incredible effects on how an audience engages with your brand. It has been found that consumers primarily use emotions to evaluate brands over information such as product attributes, so telling a simple story that engages and creates emotional connections are well worth getting right.