By Tracie Rollins, Infusionsoft
Brand storytelling is the process of sharing information about your company, product or service in a way that puts the story first in order to create relevance in the mind of the consumer. Stories help consumers visualize their life with your brand interwoven into it. They build trust, engagement and are a desired deviation from the pitches that are widely ignored today. If you want to build a successful, sustainable business, you need stories positioned towards your target consumer on your website and across your social channels.
It can be very challenging to write a story, especially if the last time you wrote one was for your eighth grade English teacher. However, you don’t need a journalism degree or a passion for fictional writing. Narrowing down the plot should help you get started.
7 Key Plots
Brainstorm ideas by using your purpose and begin with the end in mind. The plot helps to explain the situation and the conflict that exists. Know what you want to the plot to be. Do you want a hero’s journey or do you plan to hit at the heart of a tragedy? Depending on your purpose, there are seven basic story plots for you to consider:
- Overcoming the Monster: your character sets out to defeat evil
- Rags to Riches: your character acquires fame and fortune before losing it all and growing as a person
- The Quest: your character sets out on an adventure to acquire an important object but faces many obstacles in the way
- Voyage and Return: your character sets out to an unknown land, sees new sights and overcomes threats
- Comedy: your character is destined to fall in love, but something keeps getting in the way
- Tragedy: your character is a villain who’s death aids in creating the happy ending
- Rebirth: your character starts out as a villain but through a series of events becomes the hero
You can use each of these plots in brand storytelling if you consider how your product or service serves as a useful instrument in the positive aspect of the story. For example, if you have a chiropractic care practice with the purpose of providing relief to your patients, then your story might include how your service:
- Overcame the monster by helping Mary eliminate her pain
- Completed the quest by giving John the courage to get to the gym
- Turned rags to riches by helping Jane get back to work
The plot is the most important component of brand storytelling because it draws the reader into the story. The reader can envision living the life of the main character and begin to devise action plans to beat the villain by using your product or service. Give your target consumer multiple opportunities to enjoy your brand story. Eventually they’ll wonder why they aren’t the main character in your story, and they’ll engage with you to help them fight their battles.
About the Author:
Tracie Rollins has focused her professional efforts on bridging the gap between knowledge and performance. She applies over 18 years of experience to marketing strategy, research, and development of content that educates, influences and improves the lives of others. She believes that education provides knowledge, knowledge drives actions, and actions change the world.
As the Content Strategy Manager at Infusionsoft, Tracie Rollins helps small businesses succeed by developing e-learning and authoring content for small business consumption and application.
As an entrepreneur, Tracie has appeared on KTVK’s Good Morning Arizona show, and has been featured in the Institute for Industrial Engineering magazine, Woman’s World, Arizona Republic and multiple local publications. She and her husband, Lonny help small business stand out amongst the competition with The Rollins Advantage, LLC.You can connect with Tracie online at LinkedIn or on Google+.