Brand Storytelling: Is Yours Corny or Creative?

Rachael Bews

Read Time: 2 minutes

Brand storytelling is a vital part of your content strategy, but the line between creative and corny is fine indeed.

It is here that you can quickly go from engaging your customers and prospects to deterring them from you and your brand. How do you know if your approach is the latter or the former? Follow our guided steps below.

“Marketing is no longer about the stuff that you make, but about the stories you tell.” – Seth Godin


1. Know Your Audience

International marketing can pave the way for branding faux-pas galore. A brand name can have an entirely different (sometimes offensive) meaning in another country. Whilst brands which use languages with poor native fluency or inappropriate tone can be equally detrimental. Remain relevant by constantly evolving your language, making use of new terms and ways of speaking.


2. Learn How They Talk

All good marketing strategies lie with a thorough and intimate knowledge of a brand’s target audience. Creating brand personas can help this process. Take this one step further by inhabiting the life of your target consumer. What social media platforms do they use, who do they follow and why, how do they communicate with their friends? Use this as the foundation for your brand storytelling.

Read More: 6 Steps to Develop an Effective Brand Language


3. Create A Clear Tone Of Voice

Once you know how your target customer communicates, you can hone your brand’s tone of voice appropriately. Ensure you address your customers in the right way – would they expect a particularly formal approach, or a more familiar message? Do they use colloquialisms, or perfect business English? Are you going for a strait-laced or humorous tone of voice?


4. Set Your Marketing Strategy

The brand tone of voice you opt for can’t help but influence the channels you use to reach your target market. If your brand is a little unconventional, you might opt for quirky messaging delivered via guerilla marketing. If you want your brand to be aspirational, you might choose to convey exclusivity and use influencers to boost viral marketing. The key to avoid being corny is to focus on authenticity and to speak to your target audience like someone they trust.

Read More: 8 Ways to Develop an Authentic Brand Story in a Competitive Market



If you need support to develop your marketing strategy, brand storytelling, tone-of-voice or to improve the English-speaking fluency of your brand, then please get in touch.

Written By: Rachael Bews

Written By: Rachael Bews

Rachael is a social media specialist and freelance contributor to The William Agency.

MORE INSIGHTS

The Beginner’s Guide to Content Pillars
The Beginner’s Guide to Content Pillars

Successful content marketing requires a strong sense of purpose. Content pillars help you stay focused and root your strategy in good SEO techniques. Who are you creating content for? Only once you’ve answered this questions can your content pillars take shape. First...

How to Boost Your Content Marketing with Podcasts
How to Boost Your Content Marketing with Podcasts

If you’re looking for something new to engage your audience, now's the time to bolster your content marketing with podcasts. Podcasts have become all the rave in recent years. You can find a podcast show that caters to any niche from dog lovers to entrepreneurs. We’ve...

The SEO Checklist You Need to Follow
The SEO Checklist You Need to Follow

Although there isn’t an exact recipe that ensures being prioritised by Google, a lot can be done to improve your ranking. As the SEO game is always changing, it is important to keep-up with the SEO experts on new ways to optimise your search engine results. If you are...

How to Convert Traffic to Sales
How to Convert Traffic to Sales

Capturing an audience and driving them to your website is great, but are you doing enough to convert traffic into sales? You have a nice website, you've implemented SEO and figured out the type of Google and social ads that speak to your target audience. You are...

Where to Find Content Inspiration
Where to Find Content Inspiration

As you become more consistent with publishing content, you might struggle to find content inspiration that continues to engage your audience. Do you find yourself completely out of ideas when it is time to fill in your content calendar? Do you feel that your content...

New Content Types to Add to Your Website
New Content Types to Add to Your Website

Diversifying the content types on your website will help engage your audience in different ways and will help increase conversion rates. Content marketing is one of the most powerful tools in the digital age. You can share your knowledge and insight with your readers...

0 Comments

Pin It on Pinterest

Share This