Connect Your Audience to Your Brand with Better
Telling stories as a brand is how you relate ideas, share yourself and identify with your audience
through your content.
By Jeff Medema | Media Contributor
Brand exposure is nothing if not an adapting, evolving and dynamic artform the modern
marketer must master. Yesterday you caught up with video marketing and a week ago was the
backlinking revamp on your articles, but now you’re starting to hear whispers about optimizing
articles with multimedia . The modern marketer moves from tactic to tactic day to day, but there’s
one thing that’s remained consistent throughout: Storytelling.
Stories are how we identify with each other. They grip us and move us. Stories connect us and
immerse us in ideas, characters, and emotions that help us relate to each other. They help us
share and express values and ideals, and they’re one of the most powerful tools to the modern
Where storytelling was once just a means of instilling values in the next generation and even
preserving history, it’s now an absolutely essential part of connecting audiences to brands . In
your day to day, you establish the ‘what’ for your brand, but audiences care significantly more
about the ‘why’ when they find you. Why do you do what you do? Why should anyone trust in
you and what you offer? Storytelling is how you give them that ‘why’ and instill in them your
brand values, ideals, goals and more.
The fact of the matter is that the power has shifted. Brands aren’t the only ones making moves
in marketing. Many brands, like Starbucks , have actually caught on to this and harnessed the
power of users by encouraging user generated content.
And more than just making moves, brands aren’t the only ones with the power to tell their story.
As we get closer and closer to a completely leveled playing field as a result of the shift to digital,