The internet affords people incredible access to information. It also enables brands to have ever increasing control over their own publishing efforts. Establishing a game plan and tone for your digital narrative is increasingly important. Crafting meaningful and truthful narrative stories makes brands more human and appealing to people. The internet has thousands of channels to deliver such messages, but what should be at the core of your digital narrative? I believe stories should be…
Throughout history, stories have functioned as educational tools–illustrating anecdotes and virtues, as well as lessons in survival. They demonstrate, on many levels, how (or how not to) conduct ourselves in business and relationships. From a young age, you were able to discern the “good guys” from the “bad guys.” But what makes a good story, or a bad story? What makes your story?
We’ve seen those who weave tall tales to attract an audience. Their dishonesty makes for a shaky foundation–and ultimately one that won’t last. Customers are getting smarter and more educated with their buying decisions. Using spin or nefarious measures to manipulate a consumer into “manufactured consent” is no longer a desired marketing practice.
Authenticity in brand communication wins long lasting followers of your brand. In this fast-paced industry, where 8 out of 10 small businesses reportedly fail, authenticity is your best bet to staying afloat. Avoid the tall tales. There is a better way to craft the core of your narrative and transform your core digital marketing efforts. Become the publisher and champion of your own brand stories.