Brand value is linked with its story. The benefits a company provides to its customers are communicated in the who, what, why and how of brand storytelling. Who are you? What are your values? What makes you unique?

Without a story, your brand won’t stand out and you’ll look like everyone else.

Storytelling in branding can have an emotional impact on your clients, and while you tell your story, you’re also telling them important facts about your business.

1. Know Your Audience

You know you have an amazing, effective brand story when you can impact your audience in all stages of their customer journey.

Classic marketing truths never die — know your target audience. That means more than demographics — although, those are part of the equation. Your audience consists of more than numbers. They are flesh and bone, and you need to get to know them like the well-rounded personas they are.

2. Find Your Style And Be Authentic

You need to be authentic, true to yourself, and relevant to your product.

A few questions you can ask yourself before figuring out your style are:

• Why does my brand exist?
• What problems do I help people solve?
• What do I do differently than my competitors?
• What obstacles have we overcome as a brand?
• Once you start answering some of these questions, you can start designing.

Start with one character. Who is this person? What do they need? How do they go about their day? Defined personas help you fill out your storyline, so you tell the right story to your target audience with the right timing. Knowing your target audience ensures your message gets across.

3. Be Consistent

Your branding needs to be aesthetic and should be consistent over all platforms.

Once you create a consistent branding style that works for you, people will begin to recognize your brand subconsciously.

4. Build Your Character

Start with one character. Who is this person? What do they need? How do they go about their day? Defined personas help you fill out your storyline, so you tell the right story to your target audience with the right timing. Knowing your target audience ensures your message gets across.

5. Make It Personal

This one is obvious — make it personal. You can list the amenities of a beautiful hotel room with a display of panoramic views, but your storytelling gets more mileage and reach when it gets personal.