At heart, we are all storytellers. Some relish in it, while others reluctantly communicate it. We turn everything into a story, because as a human race, we're drawn to the story. Sometimes they get in the way...and sometimes we deliver them with an impact. The truth is, today more than ever...marketing through storytelling has never been more important.
That's why I believe there are 4 key steps to developing your own brand story. You'll convey your personal or company narrative along the way through each of these stages, but always make sure you're bringing it back to the concept of adding value by telling a compelling story.
1. Build Your Network
- As a storyteller and a marketer, you have to find an audience to listen, or you will be delivering dead air. But before you can even find your audience, you must focus on developing a network of like-minded individuals / partnerships that care about the message that you're attempting to deliver. You have to know the type of tribe you want to build before you actually build it. Find out who the influencers are in your market. Add value to other storytellers' spaces, in order to set things in motion.
2. Build Your Audience
- Now that you have started to build relationships with like-minded storytellers in your niche, it's time to build your own audience. You want to tell stories that passers-by will stop and take notice. Attention grabbing at this stage is ok...there is a lot of competition for eyeballs. But just make sure that once you have their brief attention, you give your audience something worth coming back for. You may get one chance...make it count!
3. Build Your Community
- Your compelling story has now built an audience that decided to come back for more. So what's next? Now you have to make it personal. Your brand must interact...it must communicate personal value...it must engage. Your community must know that they are the heroes of the story, not your brand. Your brand is simply a tool that allows them to become the hero.
4. Maintain the Tribe
- This is probably the easiest step in the process. For many brands, once you've developed the community, maintenance is often all that is required to keep your tribe. However, there still has to be consistent value that must be met, so you can't ignore the story or those to whom you're delivering it. The key in this stage is to keep showing up // keep adding value.
As a storyteller, you have to put in the work to make a big impact. You need to demonstrate that you know how the story is developed according to the individuals in your community / tribe. As a storyteller marketer, be aware to constantly process the things around you in terms of story. Start doing this practically by making a list of stories in your own life. It will start the process, and will also serve as a library of stories to revert back to when needed.
Everyone loves a good story. Learn how to deliver ones that adds value, and you will always find an audience. The key is to turn the audience into a tribe.
You're a storyteller...go tell.
-ABB