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Dennis Thorgesen
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Building your brand: Storytelling

Published on 3/15/2013
For additional information  Click Here

What does storytelling have to do with building your brand? What many start up internet companies don’t realize is people buy based on emotion. Those who do understand use stories to evoke emotion. "You have take into consideration, everything we do in life; with every bit of news, memory, and photograph we are exposed to, we are shaping our own needs. This is either; to support who we are through negative or positive connotation, or by what we want to do.” Jason Thibeault Storytelling The new evolution in brand awareness; which a few term point of value (POV) is in reality storytelling. It is about establishing a relationship with the audience through content. The content is what creates the emotional attachment it takes to find, hold, and increase an audience. How this works The story you create is not going be about your product. It should fill the emotional needs of the audience. Once this need is filled they will find value in you, then in your product. What? Instead tell the story about your audience. Engage them, talk to them, give them information they can relate to. Give them a way to become part of the story emotionally if in no other way. These stories can address topics which are not strongly associated with your product. When you do this quite often trust is build. You want people to feel you have a true caring for their needs. Real life Everything a person is in life is affected by what they see, hear, and experience. Some pictures, words, and multi media exposure will affect people more than others. Each person’s life is changed by what they are exposed to. One size does not fit all There are several ways people learn best. Some learn by reading, others by seeing, yet more by hearing. For some it takes all. The more senses you involve the more people you are going to reach. To this end you want to use more than one media. If your goal is to expand your reach you must use more than one media. For small businesses this can be a struggle it must however be done if you plan to reach as many people as possible. Create a connection What you want to do is create an emotional attachment. This is done with quality content. Your goal is to give those who read your work something which somehow they can relate to their life or work. Why? What is the best way to form an emotional attachment? Answer this question for your reader “What is in it for me?” This has to be done with content which doesn't have to do with your bottom line. When you do this you will create a connection in their mind between them and your company. Influence Have you taken a good look at all the people and companies who are selling on the internet? Without a way to influence your market, how is any company going to survive? Pushing your product is not the answer. There is just too much competition. Content which invokes emotion is the only way you are going to build a customer base. © March 15, 2013 2:30 PM CDT Dennis Thorgesen for Lisech eMarketing, All rights reserved.
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