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How To Write A Compelling Story For Brands

The first time I was approached to write a story for a brand, I was confused. I didn’t think stories could be written for brand, talk more of selling their products.

However, I soon realized that these stories were everywhere. I googled brands because of the story a favorite influencer put up somewhere, I bought some products because of someone’s referral, and so on. Storytellers were abroad and I was missing big time.

How To Write A Compelling Story For Brands

My first story was too salesy, and I pretended like I had done it before.

Luckily for me, there were good storytellers around me(the likes of DANG, NSG, whowhatwear and many more). I began reading their advert posts and blogs and I discovered some things I’d share with you now.

Like I mentioned in my first post, storytelling is broad. There are different ways to influence people’s decisions with stories.

Related: Storytelling 1.0: Why are stories important?

You can choose to be direct or subtle. Either way, here are three things every brand storyteller should put in place:

1. The Subject

What do you have in mind to talk about? Subjects are similar to plots in a fictional story. My first client has a clothing brand, my major story angles/subjects were about occasions and outings. A subject is like a superman of a story.

How To Write A Compelling Story For Brands

Like plots, subjects shouldn’t be cliché. Explore your creativity. The stories @taaooma writes for Brands are intriguing. She always come up with different creative ideas and just never disappoints. Take time to study stories written by talented people like her.

2. The Audience

Who are you writing the story for? I can’t write a story about betting if I’m going to post on the lens media. First, the audiences are different. Second, the values of the brands are different. Identify the audience you’re writing for. Analyse the social, educational and psychological factors of your audience. Does your story fit into them?

Audience in their twenties will most likely buy makeup products, sneakers, and the likes. Audience in their fifties are less likely to relate with their slangs and vibe.

A perfect example of someone who understands audience is @shank_comics on Twitter. He presents his stories in different formats and always catch their attention. This is largely because his followers are the target audience of the brand.

On the contrary, I’ve always had to write stories in the persona of clients and send it to them because they have their audience already. Whatever the agreement is, understand the audience you’re writing for.

3. The Goal

Why are you writing the story? Is it for people to register or click a link? Is it for them to buy a product or to create awareness?

How To Write A Compelling Story For Brands

Assuming the goal is to create awareness, thethe story should be focused on that only. On Twitter, write an experience that includes the brand name and objectives subtly. On instagram, you can post the picture of the brand and write a caption, narrating the experience. What your story would do is imprint an emotional effect on them.

C’est tout. That’s be all today. Next class, I’d be teaching the difference between copywriting and storytelling.

Comment what you learnt today and if you’d be interested in a test.

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