4 Min Read - Marketing

8 Steps To Build Emotional Connections Through Brand Stories

Reading Time: 4 minutes

This is a guest post by Gloria Kopp. Gloria is a digital marketer and an eLearning consultant at Boomessays and Essayroo.

In today’s world, where everything is always available cheaper, bigger, or better, it’s important to engage your customers emotionally, and build loyalty among them. You’re no longer competing with other businesses in your town or county, but instead, you’re competing with the whole world. This makes it necessary to stand out, to create your own brand.

Brand stories are a great way to structure your online marketing campaigns. More importantly, they help build emotional connections with your consumers. Here’s how you can go about it. By following these steps, you will not only engage your clients’ interest but also secure their business now and for a long time in the future.

1) Decide who’ll feature in your story

Some businesses feature mascots or cartoons, and use them as characters in their tale. Others use a marketing director speaking in the first person about their life. However, undeniably, a story will feature people that your customers will relate to. For example, the Google ads all feature an array of people, at least one of whom somebody will feel a connection with. Your characters need to be relatable above all else. 

2) Research your online reputation

You need to build on the good things that are posted about your business, and address any negative rumours or factors. There’s no use trying to create a brand new persona if you already have an awesome reputation in some areas – instead you can build on that, and appear trustworthy as you can back up the claims that you’re making. You can scan your search engine results with online reputation management platforms like Brand Yourself and act on them accordingly.

3) Establish your story

A great brand story will make your customers feel something. It can be any emotion as long as it reaches them in some way, shape, or form. For that reason, you can’t just pluck a topic out of thin air and start weaving tales – you need to seriously consider the kind of story that will appeal to your client base, and stir them in a way that is helpful to your business. You need to create a bond between you and your customer that earns you their loyalty, and you need to do that through story-telling – so deciding exactly what your story is is a very important step. 

(Related: The Rise of Communications Marketing)

4) Implement your story throughout the business

Once you’ve decided on your story, you must absolutely remain consistent with it. Every post and every aspect of your campaign or marketing strategy needs to build on the story you’re telling or you’ll fall victim to every brand manager’s worst nightmare: incoherence. By using an editor or setting up an extensive style guide or brand guidelines, you can make sure that your communications and content make sense and fit in with your overarching narrative.

5) Check out your competition

Your competitors will undoubtedly be looking into what you’re doing, and you should be doing the same to them. You can see which blog posts are successful, and which could be better, and be sure to avoid their mistakes. Also make sure that your narrative and stories set you apart as the clearly better option, and it’s hard to do that without knowing exactly what they’re up to. You need to have a good idea of what the crowd is doing if you really want to stand out from it.

6) Bond with your writers

Whether you’re using an in-house writing team who ensure a consistent voice with every post, or a team of professionals or freelancers, make sure you have an awesome working relationship with them. They should understand the purpose of brand stories in building emotional connections, and should be aware of the importance of consistency. Your writers reflect your business to the outside world, so it’s highly important that they understand you, and that they are giving out the exact image and narrative that you’re looking for. You can only be sure to get this from them by having an open and honest two-way street of communication.

7) Don’t fake it

When you set out to build an emotional brand story, anything fake or phony is clear from a million miles away. Internet users are savvy, and they can tell when someone is trying to use buzzwords to pull on their heart strings. However, if you really do take a good and honest look at your business and write authentically; producing real stories that represent your actual values and interests, your customers will be instantly hooked. Using emotional connections through brand building is effective, so long as you are actually representing something real with your customers. 

8) Make sure every post is flawless

If you’re working tirelessly to establish an emotional connection, the last thing you want is for your customer to be distracted by little mistakes. A spelling and grammar checker such as Grammarly is a great way of making sure every post is perfect. Tools like Easy Word Count ensure that you always meet your target word counts.

When writing to build an emotional connection through brand stories, consistency and quality are the key ingredients. Following the steps listed above helps make sure you have an awesome story arc that secures you business and clients, and ensures satisfied and return customers.

 

About the author

Gloria Kopp

Digital Marketer and eLarning Consultant

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