Your Brand Speaks
Do we really know why it is important for increasing brand recognition, optimizing customer retention, and (hopefully) attain that status of thought leaders in our niche that we all aspire to achieve? Do we really understand why it is also important from an SEO point of view? Finally, do we really know the rhetoric of storytelling — the laws behind a good narrative? The truth is that everyone can tell a story, but only a few know how to tell it well and naturally. Fortunately, it is an art that can be learned.
1. Storytelling
Think for a moment about your youth, and you will notice how you can write down a never-ending list of brands you remember because of the emotions they helped you feel. Personally, if we think to when we was a teenager in the '80s, we cannot help but remember brands like Commodore, Atari, Saba (the first color television my family bought) and many others.
Neuroscience explains quite well how evolution has wired us for storytelling, as Leo Widrich of Buffer explained so well on LifeHacker. But the most interesting conclusion neuroscience offers to us is that the brain of the storyteller and the brain of their listeners start acting in synchronization when a story is told, as the same areas of their brain start being used.
2. Brand storytelling
Storytelling, then, is possibly the best way to convince a person of something, whether it be voting for a candidate for president, choosing one religion over another, adhering to certain moral conduct, or buying one product rather than another.
3. Where to start
There is a world of stories hidden in the About Us and Mission pages (it's a shame that those are usually hidden in the footer menu). The biggest mistake a marketer can make is not understanding that brands are the final expression of a company, and that a company is just something real people created in order to achieve something (which usually isn't "making money").
Missions are an expression of the values that guide a company and are the ethical basis of its stories (the how). The protagonists of those stories are not only the company's products, but also (and especially) the people who use, live with, and make those products their own.
4. The schema of brand storytelling
Even the simplest story has very sophisticated mechanisms working behind the scenes. The listeners don't always see them, but they know them and expect them to be present. If they aren't present, they won’t laugh when they are meant to laugh or cry when they are meant to cry.
5. Approach
When doing brand storytelling, if we follow the principle of narrative described above, we will be able to design an ongoing conversation with our users, who — and this is the great difference between analogical brand storytelling and digital one — will start creating new stories related to the brand.
And here is where branding and SEO collide, because all the stories we tell will compose our story, and all the stories we tell will help us create our unavoidable existence as an online entity (and you should already know what that means in the eyes of Google, both right now and in the future).
Courtesy & Copyright
https://creativesaints.com/
http://graphicwebdesign.in/
https://www.papeel.com.br/
https://moz.com/blog?page=69
https://moz.com/blog/giving-a-voice-to-your-brand
https://moz.com/blog?page=112
https://moz.com/blog?page=100
https://moz.com/blog?page=123