"Marketing is no longer about the stuff you make but about the stories you tell." — Seth Godin
You may be wondering how you can possibly tell a story in today's fast-paced world. The good news is that even though attention spans are shorter, people still love a good story. We just like to consume it in a different format than our parents and grandparents did.
As a business, every piece of your brand can work together to tell a story. Your logo is one part of the story, your tagline and website are another. As consumers see your advertising, marketing collateral, social media profiles, and more, they get more pieces of the story or a reinforcement of what they've already heard and seen.
It's impossible to spell out the whole story for consumers in one sitting. Consumers today are fast-paced and don't want to spend time reading. What you can do is provide the building blocks to a successful brand story and let the consumer connect them in a way that reinforces a positive brand message.
Every manifestation of your brand can be used as a way of telling a particular story. This is why it's so important for every piece of your brand to work together seamlessly. A disjointed brand story will just leave the customer confused and they're unlikely to spend time figuring it out. When your marketing works together, you can present a much more effective story — one that catches a consumer's attention, connects with them on an emotional level, and leads to a positive user experience.
Storytelling has been around since the dawn of time and is one of the most effective tools for communicating information. We get to know the world and the people in it through well-told stories. Similarly, people get to know your brand through the story you tell. The more they can relate to that story the more likely they are to evolve into loyal customers. Stories lead to connections and connection is what every brand is striving for.