6 Steps To Use Brand Storytelling [In Your Marketing Strategy]

What's up brand builders! Stephen Houraghan here of BrandMasterAcademy.com and in this video you're going to learn how to use brand storytelling so you can connect with your audience through their innate instinct and weave your brand into their lives as you do it. now if you're new to the channel and you want to build brands that go beyond the visuals using strategy psychology storytelling creative thinking then you are in the right place make sure you hit that subscribe button and hit the notification bell as well it'll let you know when we've got new videos coming out

now I've covered brand storytelling quite a few times on this channel what brand storytelling is great examples of brand storytelling if you want to check out those videos I'll leave a link in the description below now brand storytelling is a tool that brands are able to use in their strategy to connect and resonate with who their audience is the journey that they're on and the emotions that they're going through that is what storytelling is for so just to set the record straight storytelling is not about telling the story of a founder and why he's so

successful and that's one of the biggest mistakes I see when it comes to storytelling it's about resonating with who your audience is and the way to do that is to understand the journey that they're on and the emotions that they go through so that they see themselves in the story that you tell now of course if the story of the founder is in line with the story of the audience well then that makes sense that you could tell a story about the founder that will resonate with who the audience is but that is coincidental if

the story of founder has nothing got to do with the audience then the only thing you're going to accomplish by creating a story about the founder is stroking the ego of the founder it is not about the founder is it is about the audience everything in branding is about the audience it's about understanding who they are the journey they're on and the emotions that they're going through so you can resonate on a deep and human level and that is the job of storytelling it's all about resonating so in this video I want to give you

seven steps that you can use to take brand storytelling into the brand that you're building so you can resonate with your audience number one understand your audience's life so I'm not talking here about demographics and psychographics yes demographics and psychographics will help you to categorize who your audience is but I'm not talking here about categorization I'm talking about understanding understanding their life what is it that they feel what are they going through what do they believe what do they value if you understand who they are then they are the key ingredients to resonating with them

number two step into their shoes so once you know a little bit about who they are and what they believe then you need to understand the journey that they're on where are they going and what is it that they want to achieve was it what is it that they want to accomplish and why do they want to accomplish that what impact is that going to have in their lives you need to step inside their shoes to look at not just their life from their point of view but their journey where they're going and what they

want to achieve number three understand their challenges so you know about their lives now and the journey that they're on but what about the challenges that they experience and that they uncover on their road to that accomplishment to what they want to achieve there will be some roadblocks that they come across there'll be some challenges now the main challenge that you want to focus in here on of course is the challenge that you solve for them what is the challenge that you solve for them what is it that you help them to overcome on their

journey to success but there are more than just one challenge that they will come across on their journey to success so understand all of their challenges in and around what you do and in the context of their life as well and start really thinking about how those challenges impact on what do those challenges make them feel and what keeps them up at night number four uncover their emotional investment now I touched on this in the previous step yes you know their challenges now and now you want to uncover how that makes them feel what is

the feeling that they battle with every day do they feel uncomfortable do they feel lonely do they feel sad do they feel incompetent what is it that they're trying to achieve and what is the challenge and the roadblock that's standing in front of them making them feel so once you uncover that feeling once you uncover that emotional investment then you have something to work with within your story number six illuminate the two roads now when you think of your customer and you think of the journey that they're on they want to achieve something they want

to accomplish something and standing in the way of that accomplishment are these obstacles are these challenges now if they don't overcome those challenges there is a road that leads to failure so what does that road look like if they don't overcome those challenges what does failure look like what is the impact that that's going to have in their lives and how is that going to make them feel on the other side of the spectrum if they do overcome those challenges if they do overcome those roadblocks they will be on the path to success what does

that look like how does that make them feel and what impact will that have in their lives and step number seven tell their story now before any writer sits down to write a book they'll do a bit of due diligence and a bit of research on who their audience is who is it that they're trying to appeal to with this book with this story and then they'll write a book that will resonate with who that audience is in terms of the journey that they're on the emotions that they're going through now the first five and

to six steps of the process that I've just taken you through here has given you the raw materials for this book any writer would love those raw materials before sitting down to write a novel to write a story that will appeal to their audience so all you need to do now is to take those raw materials and to write that story you have a character you have a journey you have challenges you have something that they want to achieve a goal an objective you have obstacles that stand in the way you have fear you have

desire you have emotions and you have a journey to success you have all the key ingredients that you need to go out and write a compelling story that your audience will feel that they resonate with now as people we all love stories it's in our DNA it's innate we just feel a compelling desire to hear a story if somebody close to you says to I have to tell you a story then you feel immediately that you want to hear what that story is so here you're just leveraging what exists within your audience already they have

this innate desire for story and if you're able to give them a story that tells a journey of a character that is trying to achieve something that is overcoming obstacles and that is on the road to success and this all resonates with their own journey with what they're going through themselves with what they want to achieve then you're not just going to resonate with them they're not just going to remember your brand they're going to feel that your brand is part of their journey to success but I would love to hear about your story about

your story when it comes to brand storytelling if you have any experiences when it comes to brand storytelling if you've got processes that you use that you find very effective I'd love to hear from you in the comments below if you've got any challenges or any obstacles around storytelling let me know in the comments below I'll do my best to answer all of those if you like this video give it a thumbs up hit that subscribe button hit the notification bell do all that jazz if you want more actionable brand strategy tips and techniques like

this head on over to BrandMasterAcademy.com get yourself signed up for the list it's free I keep some exclusive content for that list get yourself involved there's also some downloadable resources on there if you want to build brand strategies from scratch and learn how to build brand strategies from scratch but as I said I would love to hand it back over to you now what are your challenges what are your experiences I'll do my best to answer all of those in the comments below until next time brand like a master tell stories and I'll see you

in the next video!