3 simple rules for telling a compelling brand story

How you tell the story of your organization makes the difference between a brand that sticks out from the crowd and a brand that’s stuck in the mud.

We hear stories all the time.

If we are at home, at work, or at school, there’s a story. It’s the essential method to share something with others.

We have an inherent need to talk about what happens in our life. Of course, who we share with depends on our feelings and perceptions; stories are deeply personal.

The same goes for a brand. A brand must tell a story.

Here are three ways you can better tell your organization’s story and position your brand to win hearts and minds:

1. Use simple language.


Remember how you talked when you were a child? It may feel like another lifetime ago, but that’s the kind of language you must employ. Simple words work well when you are speaking, and an audience can better follow clear, concise language. The same is true even if you are publishing a written statement.

If you are writing, your sentences should be 14 words or less. If you keep it short, your reader can follow your logic. Avoid run-on sentences, or risk losing every single one of your readers.

Practice: Try writing school essays or emails in the simplest language possible with sentences having 14 words or less.

2. Pick a relevant medium.


There are various ways to share your content, be it an infographic, article or a video.

Video has become an important way to convey messages as people have become too busy to read lengthy articles. Just a 2-minute video can create a viral story. If you aren’t confident with videos, you should face your fears and give it a try.

Of course, the written word still has its place.

Writing a blog can nicely spell out everything on paper, or perhaps, you may find talking it out has a greater impact. A town hall meeting with your audience can provide a unique opportunity to engage with your audience.

Practice: Use a medium which you have never used before, and create a story.

Remember, you may need to replicate this message across different mediums and channels to reach your entire audience.

3. Define your message with the emotional reaction you seek.


Here, you need to articulate the reaction that you want from your followers. The message must be relevant to your followers. For example, you may want your followers to feel relief knowing they are using your services.

Practice: Choose an emotion you want your followers to have, and brainstorm ten different messages that might elicit the desired response.

Bonus: A logo can be an influential part of your branding and messaging. It’s a visual cue that your followers will associate with your brand. Part of that association is emotional, so make sure your logo is representative of you brand story.

What some ways you practice telling great stories, PR Daily readers?

Adam E. Badenhorst is a freelance market researcher. A version of this article originally appeared on LinkedIn.

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