Branding, Storytelling and Social Media
Brand marketing begins and ends with storytelling. Brands have always been storytellers. But the picture today is more complex because of social media and the multitude of possible online branding channels. Stories can now begin in one place and end in another spanning across various media delivery platforms. For example, a story might begin in the middle when one reads about it on Twitter, the beginning and end might then be looked up on Facebook, or found through a subscription, etc. Known as trans-media storytelling, a brand’s stories are now told across linked platforms, which often mean a fragmented user journey. Therefore, trans-media storytelling requires leading your audience in a way that helps them connect the dots.
Connecting the story together in various ways and in a multitude of places can help cross-pollinate your online presence and help in your SEO and social media marketing efforts. In fact, in the midst of today’s social revolution making use of various channels in a cohesive strategy across platforms is arguably necessary to success. And success means understanding your audience and creating a plan to engage them through their interests and passions and emotions. Considerations must include questions such as: What is the story of your brand? What is the message you want your viewers to take away? What do you want them to know and understand about your product? What is it about your product or service that makes it worth? A few examples might be:
• A time/money-saver
• Superior quality
• Socially conscious/responsible
Understanding and developing your message is a first and important step in beginning to formulate your online marketing campaign. Today it is more important than ever to have a well-executed marketing plan that includes a comprehensive online presence and social marketing effort. Don’t think of your effort as just a way to sell products, it’s a way to tell the story of your business.
So, what is your story?