What’s Your Story?

4 Ways to use the Power of Story to Build Your Business

Every aspect of a brand’s voice should be telling a cohesive story about its vision and purpose. Here’s how to build that story into your current marketing efforts.

By Ilya Pozin Founder, Pluto TV

Authenticity is attractive. While most people are inherently suspicious of brands, 80 percent of consumers say that authentic content can compel them to engage with a company. In a world increasingly filled with “fake news,” “alternative facts,” and a deluge of marketing messages, people yearn for what’s real. As a brand, you have the opportunity to cut through the noise and reach audiences by telling an authentic story.

Your story is far more than just a sales pitch. It’s your brand voice — the way you talk to audiences and your internal team. It’s revealed in the imagery and words you use on your website, in your store, and even in marketing collateral. Ultimately, it influences the way customers and potential customers think and talk about your brand.

  1. Create a cohesive brand narrative.
  2. Share a consistent story across channels.
  3. Include your story with your product.
  4. Empower your audience.

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