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Brand storytelling in 2023: all you need to know. By Fiona Sands, Designtastic

Brand storytelling is an approach to branding that goes beyond traditional marketing. It’s a way for companies to create emotional, memorable connections with their audience, convey their values across different mediums, and stand out from the crowd. Your branding can only be truly effective if you’re using it to humanise your company’s identity. So, while it may be tempting to simply ask an AI chatbot to construct your brand’s entire narrative… there’s quite a lot more to it.

But best practices for branding are changing by the year. In today’s blog, we’ll be breaking down all you need to know about brand storytelling in 2023.

The power of brand storytelling

Every brand has a story, but not every brand is telling that story in a captivating way. Is your favourite novel just a numbered list of plot points? Probably not. It’s more likely that the story is told in a way that pulls the reader in, and makes them care about the characters within. Your brand’s story should be constructed in much the same way. How can you tell your story in a way that not only makes your audience care, but also makes them feel like they’re a character in that story? This is how the best brands create an emotional connection with their customers, and with potential customers.

Understanding your target audience

Before you can construct a brand narrative that’s going to connect with people, you first need to have a solid understanding of those people. More than anything, you need to get a grasp on their values, needs, and preferences. That way, when your story’s been constructed, you’ll be speaking directly to them. Show them that your company not only understands them, but that you value them, too.

Incorporating visual storytelling

A particularly powerful aspect of your branding is the inclusion of visual storytelling. It’s a way to add an extra dimension to your narrative - a dimension that tends to grab attention more than the written word ever could. Visual elements like images, videos, and infographics help to bring your brand’s story to life. This is your opportunity to make an instant impact on your target audience.

Utilise various platforms

Think about how your branding narrative will translate across various mediums. Because, nowadays, there are a lot of different mediums. Social media, for example, can be a great way to reinforce that narrative in real time and on a regular basis. The best brand storytelling is authentic, and this is made all the more possible via social media. Platforms like LinkedIn and Instagram allow you to communicate directly with your audience, humanising your brand identity along the way.

Authentic brand storytelling in 2023

With the digital market so saturated, it can often be a struggle for brands to stand out on social media. The modern customer or client can easily spot unoriginal and low-effort brands, so it's essential to establish a social media presence that goes hand in hand with the rest of your marketing material.

Measuring the impact of brand storytelling

Measuring the impact of brand storytelling can be challenging, but there are certain indicators that can demonstrate its effectiveness. Key metrics to consider include increased brand awareness, engagement rates, website traffic, shares on social media and, ultimately, conversions. While it may be hard to quantify the full extent of its impact, over time you should be able to get a sense of the kind of narrative that resonates with your audience.

Conclusion: brand storytelling in 2023

Brand storytelling can create emotional connections with your audience, and set your brand apart from the competition. By constructing narratives that engage and make audiences feel like they’re part of that narrative, lasting connections can be made. Effective brand storytelling cultivates a compelling narrative, one that resonates with the audience and drives meaningful results.

Need a hand with your branding? We’re a creative company with an extensive range of marketing services. Arrange a 1 to 1 consultation to find out how we can tell your brand’s story in ways that connect with your audience.