Storytelling has been a substantial element of human connection since ancient beginnings. The act of telling a Story establishes a line of interaction and provides something of value- an experience. It only makes sense that we have carried on the tradition of storytelling on our modern day platforms.

That being said storytelling is an important portal which opens up a form of interaction to your Brand. Most if not all brands have some form of a website. A website frequently acts as a destination point of your brands presence in the online world. This presence has to offer a story or persona of some sort or else it will not stand out in this age of information overload. There are multiple aspects to consider when establishing and forming a presence for your brand.  

Brand Personality

Establishing a personality for your brand is the first step to developing tonality, and positioning in the market. When we interact with others, we get a general sense of one’s character traits upon first judgment. A website with strong and defining character traits will make a lasting impression on someones first glance of your brand. Different functions on your site will guide how consumers identify with your brand. For example, Consumer reviews, social media links and about us pages all add authenticity to your brand. There is a level of transparency that will be appreciated by the consumer, of course while maintaining professionalism. As an example you could outline the story of how your company first came to be in your about page.

Story Through Design

Every brand has a story to tell. Using a good design to tell this story will increase positive engagement with your brand. We found a venn diagram that does a good job at illustrating the design of content creation.

Every good story has its content laid out in a specific format to best engage their readers. Think of this diagram as a classic web layout for your brand’s story. Here we can really see the complexities that are involved in content creation. The three key elements of this being categorized into text, data, and graphics. A good story is told when all of these design elements are taken into consideration and implemented into your website. Take information architecture for example. When a user loads up your homepage, they’re likely to first interact with your header. As they scroll down or click away, what do you want them to see? What do you want them to feel as a result?

Customer Persona

While your brand has a useful story to tell to your consumers, your consumers also have a useful story to tell you. Identifying different consumer personas and their stories is essential in creating the story of your brand. It’s all about considering the different types of consumers that will come into contact with your brand and how to engage with them based on their needs and desires. Distinguishing their demographics is a given in target marketing, however it’s essential to dive deeper into who they are and their social dynamics. By figuring out how they think, and who they interact with, an entryway of connections reveals itself. The notion of relating to consumer personas is full of linking opportunities that will help grow and uniquely position your brand.

Creating a brand personality, identifying consumer persona’s, and establishing story through design are the first stages in creating an identity that leave an impression on your consumer.

Think of all the great brands you’ve interacted with overtime, which story stood out to you the most? Now take that element, and integrate it into your brand.

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