Published In Rolling Stone: My Tips & Tricks For Taking Your Brand's Storytelling To The Next Level

As a member of Rolling Stone's Culture Council I get to write for the publication on a regular basis. So, I've been taking full advantage of the opportunity to share more storytelling tips for brands, startups, coaches, and anyone needing a jump start to crafting their narrative and thought leadership content. 

Here are some insights from the article. 

In 2015, a Harvard Business Review study found that emotional connection is a significant driver of brand loyalty and is one of the best indicators of future customer value. In fact, customers are 71 percent more likely to recommend brands with whom they have an emotional connection. That’s why a plethora of brands have jumped on the self-publishing bandwagon and continue to invest in their storytelling strategy.

Through stories, audiences are able to put themselves in other people’s shoes and imagine how they would have worked through situations without the risk that’s involved in real life. They’re able to identify with someone else’s values and principles. They’re able to decide if they want to align with what a business does and represents.

As a business and social impact journalist and content strategist, I often meet entrepreneurs who know their company and industry inside and out and want to self-publish content, as well as become thought leaders in their sector. The problem is they haven’t prioritized crafting their narrative or determined the best way to connect with their target demographic emotionally.

Here are a few tips on how to do that.

Focus on the Story Behind the Solution

Entrepreneurs launch businesses to solve problems.

So, the rule of thumb for startups is to not be a solution looking for a problem. In other words, know there’s a market for your solution. To capture this knowledge and engage with your audience emotionally, learn their dilemma. Second, define your solution. Third, focus on the story behind your solution. That’s the real story.

Hone Your Tone

Often, when business leaders are ready to focus on their branding, they zero in on their logo and color palette, which are both relevant, but only one piece of the pie. A brand’s tone of voice is what sets it apart from the rest.

Whether your brand’s tone is funny and conversational, sophisticated and authoritative, playful and light, or serious and prestigious, consistency is key.

Nike, an iconic brand admired for its products, innovation and marketing, projects a multifaceted tone that’s motivated, energized and empowered because these are all the things the team behind Nike wants its customers to feel. In all of Nike’s messaging, the brand directly addresses customers with rousing slogans, such as the famous imperative, “Just do it.”

Hone Your Tone

Often, when business leaders are ready to focus on their branding, they zero in on their logo and color palette, which are both relevant, but only one piece of the pie. A brand’s tone of voice is what sets it apart from the rest.

Whether your brand’s tone is funny and conversational, sophisticated and authoritative, playful and light, or serious and prestigious, consistency is key.

Nike, an iconic brand admired for its products, innovation and marketing, projects a multifaceted tone that’s motivated, energized and empowered because these are all the things the team behind Nike wants its customers to feel. In all of Nike’s messaging, the brand directly addresses customers with rousing slogans, such as the famous imperative, “Just do it.”

Read the full article here.