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29 January 2018

The secret behind branded storytelling


Marketer filming woman storytelling

Storytelling is one of the best ways to bring you brand to life!

Your brand story gives you an identity and personality, allowing you to connect with your target market and take them on a journey to your product or service.

Storytelling, A.K.A your emotional marketing strategy has the potential to drive revenue and increase customer retention… because how a person feels about your brand often determines whether they purchase your product or service.

Ultimately, your brand is a matter of perception and when you tell a story that embodies your customers biggest challenges, you create an experience that builds a positive perception of your brand.

Here are 10 techniques to help you create the most effective story for your brand…



Take time to prepare

You are going to use your brand story everywhere! From blog posts to social media, eBooks, videos, networking, speeches, elevator pitches and even in your business plan so make sure you have a plan for communicating it across multiple platforms.

Learn how to tell a good story


Get back to literature basics and make sure your story includes action, character, emotion and imagery. All the preparation in the world will only get you so far if you don’t know the art of storytelling. Get your story right with these 21 elements of good storytelling.

Focus on the active struggle (i.e. your customers biggest challenge)


Focus on your customers biggest challenge as the drama of the story to keep your audience engaged.

Know what to say and when to say it


You’re going to retell your brand story over and over again, so you won’t need to include every little detail every time. In fact, telling the slower parts of the story at the wrong time can cause your audience to disengage.

For example, an About Us page on a website might contain more of the slow parts of your story than an eBook or sales call.

Write for the appropriate format


Make sure to adapt your storytelling to fit the format. For example, writing for the ear (e.g. sales calls, elevator pitches, videos and speeches) is not the same as writing for the eye (e.g. blog posts, eBooks, articles and ads.

When writing for your brand story for audio formats, pay special attention to:

  • Volume and tone of voice
  • Facial expressions
  • Eye contact
  • Hand gestures
  • Pauses and pacing

When writing your brand story for text based sources, pay special attention to:

  • Readability (short paragraphs, icons, etc.)
  • Punctuation
  • Voice and style
  • Pace of the story

Make it personal


Don’t be afraid to mention your failings and problems to show people the real person behind your brand. This will help to bond with your audience, increasing the potential for brand loyalty and repeat purchases.

Throw in a surprise


Keep your audience on their toes and stand out from the competition by incorporating an unexpected plot twist.

Allow your audience to draw their own conclusion


Avoid moral of the story endings. When you tell your audience what they should learn from the story, you take away their opportunity to consider what you shared and discover their own conclusion.

Be conversational


Make it sounds natural and know your audience well enough to use language that speaks directly to them.

Make your story visual


Make your story more memorably by incorporating visuals that complete the picture in your customers mind.


Wahoo Advertising

Do you want your brand story to reach and engage more people?

We’re experts in content marketing and we’re here to help!

Wahoo Advertising


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