Effective Brand Storytelling in Print Marketing

Brand storytelling can be defined as the use of “a narrative to connect your brand to customers, with a focus on linking what you stand for to the values you share with your customers.”

Let’s take an even closer look at the concept of “brands story” with some further insights into the philosophy behind the story of your brand:

• The narrative (story) includes such storytelling elements as the setting, overall theme, main characters, the full plot, the main conflict, and the climax/resolution. As the content begins to take shape, the reader becomes invested in the story and their recall is also increased. (Just remember – The audience is the hero of the story as opposed to your brand)
• The answer to “what you stand for” is at the heart of your brand. It is “why you do what you do” and not about growing revenue or promoting your product or service. 
• The values in your brand storytelling are the attributes of your brand AKA the embodiment of your culture (and not brand aspirations).

Once you understand the elements of a brand’s story, you will more easily get the attention of consumers and forge a greater connection with your print marketing materials.  

The Elements of a Great Brand Story

In general, a great brand story is one that is simple to convey and also easy to recall.  The voice of your brand must stay consistent across all platforms and always remain authentic and genuine.  Be sure and keep the elements below in mind in order to create an effective story you can use in all aspects of your marketing campaigns:

• Tell Your Brand Story Using Narrative Techniques – People are drawn to stories and they should include the same foundation as popular movies, books, and TV shows. The five essential elements of a story include characters, settings, conflict, climax and resolution. These elements build emotional connections with people that increase brand recall and loyalty.
• Be Authentic – Authentic stories are compelling and are not created simply for the sake of being part of a trend. Stay true to the identity of your brand and use its values and legacy to help craft the story.

• Audience Collaboration – Marketers, loyal fans, and creators work together to determine the essence of a brand. In order to resonate with your audience, tell stories that include their perspective that can easily be found on social media. 

Telling Your Brand’s Story Using Print Marketing

Signs can be seen almost everywhere and that includes billboards, bus stops, buildings and other locations. Here are a few easy ways you can tell the story of your brand through print marketing:

• Outdoor Signs Directly Reflect Your Brand – Think of your outdoor signage as a  “book cover” that reflects your brand and hints at what can be found inside. Make sure your colors and messaging accurately reflect the look and vibe that you want your outdoor signage to represent. 
• In-Office Signage that Motivates Your Team – Don’t forget to share your story with your staff in order to create the type of culture you desire in your workplace. The placement of signs and posters throughout the office keeps your values top of mind and makes people excited about being part of a fun and creative work environment.

• Vehicle Graphics Build Brand Awareness – The best way to think of a vehicle wrap is to view it as a mobile billboard that delivers your brand to audiences around your community. You can show the personality of your brand with creative text and graphics on a vehicle wrap that reflects the story of your brand

• In-Store Signage Shares Your Story With a Captive Audience – People come into your business which means you have their attention for a short period of time. Indoor signs develop the personality of your business and share the values of your company. Let your signage go beyond what you offer in order to show your “why” (your purpose). 

If you are ready to put your brand’s story into print, Baldwin Press can help.

Contact Us Now for More Information

Phone: (707) 927-1315