Unlock Your Brand’s Potential: How Brand Storytelling Can Enhance Your Business By Doug Zanger

Episode #109

Doug Zanger shares with us the story behind opening his agency called “Creative Bohemian“, he was ready to start a new challenge in his life as he had done so much throughout his career, he felt his “toolbox” was full with a long history in radio, media, journalism, agencies and global B2B events. 

Doug explains his experiences with different agencies and how the words storytelling and narrative tend to be superficial, but when you think strategically they can improve an agency’s visibility in many ways.

We all have a story to tell, and it’s no different when it comes to brands. Brand storytelling is an essential marketing tool that helps you communicate and connect with your customers on a more personal level. It’s a powerful way to create a strong and lasting connection with your target market and help your business stand out from the competition.

But what is brand storytelling, and why should you use it for your business?

Brand storytelling is an effective way to communicate your brand’s mission and values to your audience. It helps to build relationships, evoke emotion, and create a unique connection with your brand. By creating a narrative brand, you can create an emotional connection with your audience and foster trust and loyalty.

How Doug Zanger Uses Storytelling to Build Brands

Once you’ve created a narrative brand, it’s time to start telling your story. Here are some tips for using storytelling to build your brand:

• Use a variety of mediums: Use different mediums to tell your story, such as video, audio, and images. This will help to engage your audience and keep them interested.
• Focus on your audience: Focus on your target market, and their interests, to create a story that resonates with them.
• Keep it consistent: Keep your story consistent across all platforms and channels. This will help to create a cohesive narrative for your brand.
• Be authentic: Make sure your story is genuine and reflects your brand’s values and mission.
• Make it memorable: Make sure your story is memorable and leaves a lasting impression.

By following these tips, you can use storytelling to create an emotional connection with your audience and build your brand.

How to Create a Narrative Brand

Creating a narrative brand is all about finding the right story to tell. It’s important to identify your target audience and create a story that resonates with them. You should also focus on creating a story that’s unique to your brand.

The first step is to define your brand’s mission and core values. This will help you create a narrative that reflects who you are as a company and what you stand for. You should also create a hero character, or protagonist, who embodies your brand’s message. This will help your audience connect with your story and understand your message.

Next, you should create a story arc. This is the structure of your story, which outlines the beginning, middle, and end. The story arc should include a problem, conflict, and resolution. This will help to create a cohesive narrative that resonates with your audience.

Finally, you should craft a compelling message. This should be the takeaway from your story that resonates with your audience and reinforces your brand’s mission and values.

Creativity – Think Outside of the Box 

“Creativity and its power and what it can mean for a brand or for a business, but also what it can mean for people” Creativity is key. You want to find ways to stand out from the competition and create an engaging story.

One way to do this is to think outside of the box. Don’t be afraid to take risks and experiment. Try different formats and mediums to see what resonates with your audience. Push the boundaries and find ways to make your story more creative and engaging.

Another way to be creative is to incorporate video. Video is a powerful medium that can help you tell your story in a more visual and engaging way. You can also use video to create a sense of urgency and a call to action.

Doug’s Recommendation:

Podcast: Fly on the Wall, Dana Carvey and David Spade 

Professional Inspiration:  Dan Widen

Brand and Agency Relationships

When it comes to brand storytelling, the relationship between brands and their agencies is key. Your agency should be seen as an extension of your brand and not just a vendor. It’s important to find an agency that understands your brand and your goals.

The relationship should be collaborative and open. Your agency should be willing to listen to your ideas and offer their own insights. You should also be open to their feedback and ideas.

It’s important to remember that your agency is there to help you reach your goals. They should be seen as a partner, not just a vendor.

Brand storytelling is an effective way to create an emotional bond with customers and boost your brand’s visibility. To make your brand storytelling more effective, you should identify your brand’s values, focus on customer stories, use visuals, make it interactive, and track and measure your campaigns.

If you’re looking to unlock your brand’s potential, brand storytelling is a great way to do it. By creating stories that reflect your brand’s values and mission, you can create an emotional connection with your customers and differentiate your brand from the competition. So, why not give it a try?

Good luck!