Marketing today is all about storytelling.
Your brand has a personality. Your brand interacts with consumers much like people interact with each other. The digital media of the day makes it so that the division between companies and the people they serve is not what it used to be. And the most successful companies of the new economy are the ones that use this to their advantage.
How can your brand tell a better story?
- Use people. The best stories have characters that people connect with. You can either turn your company into a personality itself, use the personality of your CEO or other employee, or create a mascot of sorts (think Flo from Progressive).
- Engage consumers. Marketing is not a one way street anymore. A more effective story is one that gets your audience involved. You can use customers in your marketing materials, get them to submit content, host contests, offer rewards, etc.
- Use multiple channels. Your story will only be believable if it’s everywhere. You want to engage with people where they are already hanging out. Involve an array of social networks, utilize your own website, and include the story in all of your advertising.
- Be consistent. You can’t tell one story on Facebook and another on your website and another in your advertisements. You must share that same story across all channels.