video storytelling

What is Digital Storytelling: How To Improve Your Efforts

When you’re marketing your brand, you’re telling consumers a story. In that story, they are the protagonists. Their problem or need is the inciting incident of that story and the solution you present is the climax to that story. Effective storytelling is important in not only helping consumers identify what their problems and needs are and presenting your products or services as a solution, but in helping them to relate to your business on a personal level.

Digital storytelling isn’t much different. What is digital storytelling? It’s the use of strategies across all online platforms to help convey your message to your audience, whether it’s through videos, blog posts, images or tweets, to name a few methods. The following are a few tips that will help make your digital storytelling efforts more effective:

Align Yourself With Your Audience

Your audience doesn’t want to have their views or opinions challenged or changed. That’s not what your goal should be. The most effective stories are those that agree with the values of your audience. This allows them to feel smart and secure, thereby making it easier for them to see themselves as the protagonist of the story you’re telling, which, in turn, makes it easier for them to relate to the story overall. This means that you need to know who your audience is in order to be an effective storyteller.

Use Real Stories

The one thing consumers relate to the most is other consumers. Use your previous customers to tell your story. For example, banks often produce video content focusing on small business owners who became successful as a result of their small business loans, which makes their brand more relatable and empathetic.

Want More Tips On Storytelling? Learn How to Market Towards Generation Z with Stories.

Tell Smaller Stories

You don’t want your digital storytelling to become too complicated or the message will get lost. Keep it simple and to the point. One way to do this is to focus on smaller stories. For example, instead of showing how one of your products has dozens of benefits or uses, showcase how one customer was able to solve one specific issue using your product.

Smaller stories also take less time to tell, which means your audience is more likely to read through your content or watch your videos all the way through — and it also makes your content more shareable.

Avoid Being Too Promotional

Telling your audience to buy your product because it’s cheap and it works well isn’t storytelling. There’s no way that a consumer can connect with that message on a personal level — and considering that the average consumer is bombarded with overly promotional advertisements on a daily basis, it’s the last thing they’re going to want to see. The trick to avoiding being overly promotional is to focus on your audience and what they want and not on you and what you want.

Storytelling is the most effective strategy for relaying your message to your audience. These tips will strengthen your digital storytelling efforts to help build stronger relationships with your audience.

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Visual Storytelling Techniques That Will Take You To The Next Level

Not only has video content become incredibly easy to consume due to the quality of smartphones and tablets, but it’s become much easier — and affordable — to produce as well. Considering the fact that 72 percent of consumers would prefer to learn about products or services via video and that the average consumer watches around 1.5 hours of video a day, your marketing campaign needs to have a video content marketing strategy.

However, your video content will only be effective if it’s of high quality. The following are ten visual storytelling techniques and promotion tips that you should keep in mind:

For more Storytelling techniques, read more here.

  1. Maintain a single POV– Make sure that your video focuses on a single idea or message and that you don’t stray off topic or else you’ll lose the attention of your viewers.
  2. Be human– Use emotion to connect with your audience. A video full of dry facts with no personal point of view isn’t going to be very engaging. Additionally, showcase actual people in your videos so that your viewers have someone to relate to.
  3. Be memorable– If there’s nothing memorable about your video, then it will fail to impress. Viewers are less likely to share video content that hasn’t made much of an impact on them as well, so strive to make content that is memorable in some way.
  4. Be more visual than verbal– Video is a visual medium, so instead of just showing a talking head explaining your message, tell your message in a visual manner. Remember, a picture is worth a thousand words.
  5. Start with what’s real – It can be easy to get wrapped up in the visual style of your content, but substance will always trump style. Begin with what’s real and use that as the foundation for your video. The video’s style should be the unique way in which you convey that message to your viewers.
  6. Make it compelling– Remember who your target audience is in order to create video content that they will find relevant and interesting. If you aren’t targeting the right audience, your video content won’t end up being compelling, no matter how well produced it is.
  7. Optimize your videos– Don’t forget to optimize your videos by using strong keywords and links in your titles and descriptions.
  8. Use strong CTAs – Just like written content, video content should have calls-to-action at the end to encourage your viewers to do what you want them to do.
  9. Use YouTube– YouTube has over 1.8 billion monthly users. You can’t ignore an audience that big, so be sure to post your videos on YouTube.
  10. Share your videos – Promote your videos by sharing them on all of your social channels to help attract more viewers.

Using visual storytelling techniques will help audiences connect with your video content and make them more likely to engage. Just remember that all the visual storytelling techniques in the world won’t work if your videos aren’t being watched, which is why promoting your video content is important as well.

 

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The Importance of Package Design – How it Affects Your Brand Story

Creating a strong brand identity requires good storytelling in order to establish your brand as unique and relevant as well as to make it more engaging for your target audience. We’ve gone over the ins and outs of brand storytelling before, but what we haven’t touched on yet is how your package design affects your brand story and the role it plays in telling that story.

The Importance of Package Design to Your Brand

When it comes to the visual identity of your brand, consistency matters, from your website design and your social media pages to your storefront sign and your business cards. Consistency is what helps to strengthen your brand identity. As such, it’s important that consumers can recognize your brand from the packaging of your products. If the packaging is consistent with your brand, people who are already familiar with your brand will identify it right away, making it easier to stand out from the crowd.

Keep in mind that it works the other way as well – those who purchase your product will become familiar with your brand as a result and be able to identify your brand when they see it elsewhere — as long as there is consistency with your branding efforts.

Need package design resources? We have seven of them! Check them out here!

Brand Storytelling Using Your Package Design

Using visual elements of your brand in your package design is important, but there’s more to it than just that. When designing a product’s packaging, what it ends up looking like on the shelf can tell consumers a lot about what your product is. For example:

Targeting your audience

When designing the visual elements of the packaging, you should take into consideration your target audience. For example, packaging for kid products often uses large, bold typography and a colorful style, while products targeting career-oriented adults may use more elegant typography in a more minimal design.

Conveying an experience

The package design should reflect the experience of your product. For example, an eco-friendly product should probably be packaged using sustainable materials to help build trust in your product. If you’re selling a luxury product, then you should use high-end materials and not cheap packaging. If one of the benefits of your product is convenience, then the package should be easy to use.

Creating an aesthetically pleasing design

Consumers tend to judge books by their covers. When they see that a brand has put effort into creating a visually pleasing package, they will assume that this is reflective of the brand’s effort to create a high-quality product. The real challenge is not only creating a visually pleasing design but one that is unique amongst competing products as well.

Your package design has a huge impact on your brand identity, and vice versa. It should help spread awareness of your brand, it should promise to deliver on your unique value proposition, it should target your audience, and it should speak to the personality of your brand. Your package design shouldn’t just leave a good first impression, it should leave a lasting impression.

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video storytelling

Your Company’s Core Values Play a Role in Developing Your Brand Story

When vetting brands, consumers often look far deeper than the simple surface messages that portray a company. In today’s age, more than ever, customers are choosing brands based on their set of core values–a major player in a brand story–in an effort to better understand the people behind the logo.

Your brand story and your company’s core values dictate exactly who you are and can give you a significant competitive advantage by outlining the age old question, “Who are we, what do we do?” In other words, you put your “why’s” and “how’s” on your proverbial sleeve. This level of transparency makes brands more human, more approachable, and more connected with their target market.

Core Values in a Nut Shell

In short, your core values tell your target buyers why you do what you do and must be at the epicenter of your brand story as well as the focus of your day-to-day business functions. Another way of looking at core values is character: who you are, how you go about your business, and the name you carry into your daily tasks, but these values must come from the heart and should stand out in the marketplace.

These core values are what connects your brand to your customers on a “human” level. Evaluating your core values can be a little more in depth as it truly resonates through the drive within your business. That evaluation begins by asking why your business exists, what your purpose is, and what obstacles you face to deliver on that purpose. All of these “outer layer” questions should point back to your “why” and should be able to justify what lies at the center.

Be a Storybrander, Not a Storyteller

The most iconic and memorable brands imbed their beliefs, core values, and emotions into your psyche. Storybranding is how memorable brands generate an enduring, lifelong value or belief system that stays with their customers and engages their buyer personas. In other words, companies are characterized by their ideals and personified through them. Storybranding is an attraction marketing tactic that marries your company, its belief system, and the beliefs of your customers.

There are some important differences between storybranding and storytelling, though. Storytelling allows your brand to make a connection with your customers through current events or marketing therefore allowing consumers to better identify with what’s happening in your business. Storybranding, however, seeks to put your brand’s beliefs and deeper meaning before your customers in order to evoke stronger emotions therefore generating stronger bonds.

How do you build a brand story? Learn the process here.

Be Your Story’s Hero

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The key to your brand story is to highlight the hero within it. Of course, with every hero in every story, there is something relatable, pure, and honest about that character. In the case of storybranding, that hero is you–is there a more perfect script for your brand?

With our protagonist identified, it’s super important to tell those why’s and how’s of the story. This is where your core values come in.

Speak to those core values and instill them in your customer’s mind. Make sure they know the heart of their hero and can relate to exactly what your brand stands for. Once you’ve made that emotional attachment, begin to outline the how’s of your brand story by outlining the competitive advantages you have over others in the market. This is what truly seals the deal, but without a reason, your brand simply can’t speak as loudly as it could. In other words, keep your core values close to home.

Furthering Your Brand Story

Your brand story is completely unique. No one else can say it the way you do and no one else can replicate the pillars you stand on as a company. If you need a little help, consider a free marketing consultation where a marketing professional can help you develop and say your brand story the way no one else can!

Click here to learn all there is to know about telling your brand’s story.

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