Your Brand’s Story | Storytelling in Content Marketing (Part 4)
Let's discuss the overarching story of your brand
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Did you miss a previous edition of my Storytelling in Content Marketing series? I got you covered:
Part 1: Relating To Your Target Audience
Part 3: Using Data in Storytelling
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Part 4: Your Brand’s Story
Hey there, Copywriting Storytellers!
For our next piece of the storytelling puzzle, we turn to the overarching story of our brand.
This is the story that we keep telling—and one that keeps our customers coming back.
A great example of this is from Patagonia—the outdoor recreation clothing company.
At its core, Patagonia strives to be an example of sustainability to its customers—and encourages them to “think twice about the environmental impact of buying any product”.
What do Patagonia’s story and shared values do for its brand?
It gives them a framework to use when communicating with current and potential buyers. Their story is interwoven throughout everything the company does—right down to their famous 2011 “Don’t Buy This Jacket” promotional campaign.
It worked because by the time Patagonia launched this campaign it already put in the legwork to develop its story—and connect with consumers on a deep level.
To incorporate a company-wide brand story effectively, Neil Patel, a top entrepreneur and digital marketer, reminds us of one very important element:
Patel says that customers are doing more than buying a product. Rather, “they are buying the brand story…” and now the “customer owns the story…they trust it. The customer is now part of your story. They’ve bought into it. Literally.”
As entrepreneurs, at the end of the day, that is what you want. A consumer base that is so dedicated that they want to become part of your story—and keep coming back for more.
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Case studies are great for telling your brand stories. Use the Case Study Storyteller to brainstorm your storytelling ideas in an organized way. No matter what product or service you’re offering — this template can help you understand how to position it for sale. It’s time to tell stories that sell with case studies.