Developing Brand Identity Through Digital Storytelling
Social Media isn’t what it used to be, and developing your brand identity can be a challenge in an oversaturated market. Your audience has become wise to clickbait and will pass it right on by every time. In 2021, engaging and connecting on a real, emotional, and human level is the key to growing your audience, and this means your content must resonate with the power of your brand. As an added bonus, attracting customers this way generates organic traffic to your website. When you have a bright enough flame, moths will flock to it on their own…
Leveraging Human Nature
One of the basic fundamentals of human existence is the need to connect with something, and your online presence is the perfect way to fill that need for your customers. When you show the human-ness of your brand, when you showcase the good you do in a way that plucks an emotional cord, people will naturally gravitate towards it. Customers want to feel good about purchasing your products or services, so let them see the ‘why’ behind whatever it is that you do.
When you were setting up your website, you probably spent a good deal of time writing the ‘About Us’ section, right? That’s because you want everyone who stops by to know why you’re passionate about your craft. Why not continue that with digital storytelling on social media? With every post you make, ask yourself “How does this develop my brand identity?”
Create Emotional Resonance With Your Brand
Tell your story in a way that will draw people in. For example, if you own a restaurant, you can take some of the techniques outlined here and incorporate them into your storytelling. Customer-curated content is a great way to do this. Your patrons are part of your story, so let them get in on the fun!
Every post you make should in some way reinforce what your company stands for, no matter your industry. If you need some ideas on how to connect your story back to your brand identity, here are a few examples:
- How does your company embrace sustainability and reduce waste?
- If you sell handmade clothing or accessories, tell your customers how you learned to make your unique products.
- If your manufacturing methods have roots in your culture or ties to an earlier time, these details can make for fascinating posts.
Physicians, Dentists, Lawyers, and Other Professionals
- What (or who) was your inspiration to start in your field?
- What have you learned from your patients/clients?
- Encourage your clientele to add to your story by posting about their experience using your hashtag.
Skincare and Wellness Brands
- What motivates you to spread the message of wellness?
- How do you choose the ingredients you use in your products?
- Were your manufacturing methods handed down through your family, or did you have a mentor who guided you?
As you can see, it really comes down to sharing the human details. Your inspirations, methods, teachers, and all the other things that made you who you are today is what your audience will connect with. Sit down and research what your customers care about, then use this in your posts. All you need to do is connect the dots from what they’re passionate about back to your brand.
A word of caution, it’s easy to go too far in the other direction with this. Resist the urge to share every detail of your daily life. Your professional social media is not your personal diary. Keep it relevant to your brand identity and your cause or people will tune out.
The Mini Blog…
One of the biggest trends in social media is the Mini Blog, which is perfect for telling your brand’s raw story. Simply put, a Mini Blog is a series of longer posts on regular social platforms. Using the power of these platforms, you can turn every post into longer, blog-like blurbs, giving your audience enough information to sink their teeth into while leaving them hungry for more.
Instagram, Facebook, and LinkedIn are some of the best places to get a Mini Blog. You can pack a lot of information into each post on these platforms. When you’re coming up with an idea for one of these posts, start by answering a question for your audience.
- How did you make those gorgeous earrings you just put on sale?
- What can they expect during their first office visit?
- How did you or your head chef develop your restaurant’s signature dish?
Answer these types of questions for them with passion and enthusiasm and your audience will respond to it.
As a side note here, if you’re unfamiliar with LinkedIn, it’s a great place to humanize your brand and reach a wider audience with Mini Blogs posts. Many people shy away from it because it’s unfamiliar, but it’s perfect for getting the word out about your brand. Networking with others in your industry is great for building your brand identity! Building brand awareness is one of the biggest benefits of engaging on LinkedIn.
Complement Your Story with Consistent Visuals
When you’re developing your content strategy, you can’t ignore the visual side of things. You can write an epic post, but if it doesn’t have an epic visual to go along with it, it can get overlooked. Humans are visual creatures by nature, so the pictures you choose can make or break your efforts.
As you are mapping out how you want to tell your story, decide on a general theme for the images you’ll use. Whether it’s something as small as a specific color palette or having clean, minimal imagery, you be consistent with your visuals. When one of your pictures pops up in someone’s feed, they should be able to tell it’s from your brand. This is the key to overcoming the ‘white noise’ filling your customer’s social media feeds.
“I don’t have time for this, I’ve got a business to run!”
We hear you! This is a lot to think about. If you’d like results like this, but don’t have the time to invest, consider hiring a professional team like $99 Social! Tell us your story and we’ll convey it to your customers on your social media networks. Our expert copywriters will curate stories and images to build up and support your brand identity. Contact us today to learn how we can help you connect on a deeper level with your audience.
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