Brand Storytelling, Defined | Marketing Insider Group

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This post was originally published on this siteBrand storytelling is gaining momentum in the marketing world, and with good reason. Stories are scientifically proven to get a person’s attention. In fact, stories stimulate brain activity. When we read or hear plot points our neurons start firing—and not just in the part of the brain that controls the language center.

But there’s a lot of confusion around the idea of brand storytelling. It’s becoming a term that is getting thrown around a lot—like content marketing—but agencies, companies and thought leaders don’t agree on a definition. So, we wan to solve that. Here’s our definition.

Brand Storytelling is “Using a narrative to connect your brand to customers, with a focus on linking what you stand for to the values you share with your customers.”

Let’s break it down:

By narrative, we mean storytelling elements. A story includes characters, setting, conflict, rising action, climax and dénouement. Creating these points allows your audience to easily follow along with a story—and remember it.

Importantly, the main character in your brand story is not you, it’s your customer. Your customer has to be the hero to make this work. Your brand is the guide.

By what you stand for, we mean the essence of your brand. It’s not the product you sell, and it’s not to make money. It’s the driving force behind your business, and it differentiates you from the competition. It’s why you exist.

Ideally, you can encapsulate what you stand for in just two or three words. Nike stands for athletic excellence—not sneakers or sports equipment. Disney stands for family happiness—not theme parks or movies. Scribewise stands for connections through content—not blog writing or social media.

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