method

What is Branded Storytelling?

Branded storytelling is getting lots of buzz these days. But what exactly does it mean?

ByDavid Larson
Aug 8, 2014

For us, branded storytelling is a content strategy based around connecting with your audience through authentic stories made up of rich narratives and compelling moments.

What is it?

To successfully tell a branded story, you need to find the stories behind your product or service. There are compelling stories and characters behind every company. Instead of telling people the price points and selling features for a new minivan, why not introduce them to the mom who found relief from the tight squeeze of the car pool when she purchased a spacious new vehicle? Our world is made up of amazing people and special everyday moments that are happening all around us all the time. Tap into those stories and you will start to really build a connection between your audience and your brand.

ELM collaborated with Annie E. Casey Foundation to tell the powerful stories of the people of Weinland Park, a community in transition. Telling the stories of real people in the neighborhood gave impact to the campaign. (Photo: Darren Durlach)

ELM collaborated with Annie E. Casey Foundation to tell the powerful stories of the people of Weinland Park, a community in transition. Telling the stories of real people in the neighborhood gave impact to the campaign. (Photo: Darren Durlach)

How do I use it?

Branded storytelling can be incorporated into every facet of your marketing plan and content strategy. Do you have an event you want to promote? You can highlight the event through the eyes of the people who are attending. Capture the fun and excitement of the event in an authentic way. Want to introduce a new product? Talk to the people who created the product and talk about the passion that went into developing it. Want to make a statement about your company? Try capturing the wonderful characters and culture that make up your business.

Why should I use branded storytelling over more traditional video marketing?

Everyone is connected by a similar thread; The human spirit. Honest story driven content with real moments and compelling characters will not only attract audiences but will captivate and touch the audience on an emotional level. We are all looking to be inspired. We all want to believe that we are buying into a bigger idea that goes beyond the traditional selling tactic. Branded storytelling can help you achieve this with your audience. It is the idea of giving them something more so they believe in your brand or business.

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