1. Keep Your Customers Wanting More: How to Engage Your
Audience with an Effective Brand Story
Source:
Crea+ve
Commons,
apeekatkarensworld.com
Businesses
are
changing
the
way
they
talk
to
you.
Have
you
no+ced?
Many
of
them
have
realized
that
their
customers
can
develop
and
build
their
company
with
a
single
share
on
social
media.
They’ve
also
learned
not
to
talk
at
consumers.
Instead,
they
are
trying
something
new.
They
are
bringing
consumers
along
on
their
journey
through
the
art
of
telling
a
story.
Finding
ways
to
‘entertain’
Remember
the
last
+me
you
were
entertained
by
a
brand?
TV
adver+sements,
such
as
SuperBowl
commercials,
may
come
to
mind.
However,
many
businesses
are
finding
other
ways
to
engage
an
audience.
Building
their
customers’
experience,
learning
their
customer
segments,
and
talking
less
and
listening
more
have
become
top
priori+es.
©
B.Y.
Communica9ons
Worldwide
www.bycomworldwide.com

2. Businesses
are
providing
consumers
with
more
educa+onal
informa+on
and
promo+ng
this
content
on
different
plaLorms
from
email
to
social
media.
They
are
using
stories
as
a
way
to
help
consumers
escape
their
daily
lives
and
enter
their
world.
The
environment
businesses
create
draws
an
appealing
picture
of
their
firm,
and
they
are
infusing
emo+onal
hooks
into
their
narra+ves.
The
narra+ves
are
consistent
and
visually-­‐appealing
in
order
to
create
a
connec+on.
Several
examples
can
be
found
in
a
recent
survey
by
Aesop,
a
UK
brand
storytelling
agency.
They
include
Apple,
Coca-­‐Cola,
McDonald’s,
Heinz
and
IKEA.
Developing
the
story
Wri+ng
brand
stories
and
presen+ng
them
as
online
content
is
something
a
few
people
are
trained
to
do,
points
out
Susan
Gunelius
in
the
Forbes
ar+cle,
“5
Secrets
to
Use
Storytelling
for
Brand
Marke+ng
Success.”
The
teller
of
a
story
must
understand
the
elements
of
a
story.
Many
people
make
the
assump+on
that
a
story
only
needs
a
beginning,
middle
and
an
end;
however,
good
stories
establish
the
seZng,
characters,
conflict
and
resolu+on.
Well-­‐told
stories
have
the
ability
to
build
a
following,
especially
when
they
give
the
audience
some
type
of
value,
such
as
ac+onable
items.
Many
businesses
u+lize
different
storytelling
techniques.
For
instance,
The
Guardian
describes
in
its
ar+cle,
“Three
steps
to
be]er
storytelling
for
brands,”
using
myths
to
forge
a
shared
iden+ty
that
describes
what
people
value,
what
they
don’t
and
what
they
want
for
the
future;
and,
cas+ng
the
target
audience
as
heroes
by
providing
informa+on
that
upli^s
them.
©
B.Y.
Communica9ons
Worldwide
www.bycomworldwide.com

3. Another
method
involves
drawing
a]en+on
to
a
social
problem
or
issue.
A
business
will
align
their
mission
with
a
cause
that
relates
to
their
values.
Businesses
have
the
opportunity
to
tell
their
story
mul+ple
ways
and
on
many
different
plaLorms
to
give
consumers
numerous
chances
to
interact
with
them
on
and
offline.
Use
the
tools
to
help
you
create
a
good
brand
story.
Take
the
course,
“Create
Your
Business
Narra+ve:
Bank
on
Content.”
For
a
limited
+me
only,
you
can
par+cipate
in
the
course
for
half
the
price
with
the
coupon
code:
HALFOFF2013.
Click
here
to
start
crea+ng
an
effec+ve
and
engaging
business
narra+ve
today.
Learn
more
about
the
course.
Watch
the
video:
h]ps://vimeo.com/72006346
©
B.Y.
Communica9ons
Worldwide
www.bycomworldwide.com