Creating a brand that features unique, compelling storytelling is no easy feat, but it can be achieved with the right approach and techniques. Experienced marketing expert Kimjera Whittington created her company Evolve Global Marketing to help B2B businesses disrupt their market so they can gain a true competitive advantage.

“We are a brand strategy and creative design agency that specializes in disruptive branding and innovative storytelling,” Kimjera shares. “We help our clients differentiate their products, services, or organization to stand out in a league of their own.”

The power of stories

Storytelling has been around for centuries. Since the dawn of civilization, humans have been telling stories to create engagement and capture the attention of an audience.  We see this often in the books we read and movies we watch. “Every great movie follows a specific story framework to keep us hooked all the way through the movie until the very end when the hero wins the day,” says StoryBrand Certified Guide, Kimjera Whittington. “If we apply this same framework to your marketing and branding communication you can use the power of storytelling to drive more engagement and revenue.”

“Your potential customers want to feel something,”  says Kimjera. “They want to find a company that can solve their unique problems and challenges and makes their life or business better.  People don’t buy the best products and services, they buy when they read or hear words that make them want to buy because the message was communicated clearly. Leveraging the power of innovative storytelling through clear, consistent, and simple brand messaging can get more people to take action thereby creating more leads and sales.”

Embrace creativity

To stand out from the crowd and tell your brand’s unique story, be prepared to explore creativity in all aspects of your branding. This includes everything from the design of your logo and website to the content you create for your brand, which can be seen in your social media channels, email marketing, digital ads, etc.

“The digital world has become more complicated and saturated, so you have to figure out how to differentiate your business and uniquely position your company for success,” Kimjera shares. “The world is tired of all the ‘me too’ brands and businesses. They are looking for a product or service that is innovative, creative, and different from all the rest.”

She adds that in today’s digital age, there are endless ways to tell a story. You can explore written content, podcasts, video marketing, and imagery to create a unique and engaging brand experience for your audience.

Social storytelling

Social media plays a crucial role in innovative storytelling. With the rise of so many different social media platforms, brands now have more opportunities to connect with their audience to create a lasting impact. Through different social media platforms, a business can communicate with its customers on a personal level and become an industry expert through targeted content that creates a sense of community around the brand.

“The key to successful storytelling on social media is to create content that resonates with your audience because it is helping them make their life or business better,” Kimjera advises. “This means understanding your audience’s wants, needs, and pain points, and creating content that speaks to their specific goals and challenges. It’s important to use social media to not only share a bit about your company but focus more on becoming a giving brand and guide your potential customers by providing tips, advice, and tons of resources that will help them achieve their goals.” 

User-generated content can also be an incredible resource for your business. Kimjera shares, “By encouraging your customers to share their experiences with your brand and join in on the conversation through their own comments about your content, you can grow your following and engagement. The goal of innovative storytelling is to create a community of loyal, die-hard followers who will care, share, and buy your products and services without hesitation again and again.”

This can be done through social media campaigns, contests, and influencer partnerships across many different social media channels. Written content is great but by also leveraging visual storytelling techniques such as videos, images, and infographics, brands can create engaging content that captures the attention of their audience on different mediums. 

Horror stories: what to avoid including Chat GPT!

“There are benefits and risks to every type of marketing approach,” says Kimjera. “Like all methods, there are dos and don’ts with storytelling. While we love disruptive marketing, a common mistake is not being aware of who your target audience is and how they will respond to messages that are controversial or provocative.”

Kimjera says that many brands seek to be edgy and consistently create content with shock value. “For some companies, being provocative could be a good thing because that’s how they position themselves – that’s what they’re going for,” she says. “Where it doesn’t work is when you try and be provocative or overly controversial – or even just controversial, period – and your ideal customer could be alienated by that type of brand messaging. Finding a balance that blends your ideal customer profile or target audience with the type of messaging and brand voice that’s going to get them to engage long term will drive more growth.”

Another mistake to avoid is thinking Chat GPT is the answer to all your content needs. “Chat GPT is an incredible tool, but it is just that- a tool”, says Kimjera. “Social algorithms are looking for a human voice, not a robot. Use Chat GPT to help you come up with creative ideas but always share your stories from a human perspective and brand voice to ensure you don’t get passed over by more relevant personable content.” Google knows when artificial intelligence is speaking versus a true human voice.

And finally, failing to take your customers on an educational journey that ultimately leads back to your product or service is a recipe for disaster. Your marketing campaigns must ultimately drive sales, and if your messaging is too abstract or disconnected from what your business does, it will be difficult to bridge the gap between your content and your core offering.  Instead, focus on creating compelling stories that highlight the unique challenges your audience faces and help them understand their life and business will be better once that problem is solved. That happens when they work with you!

“We also advise against being another ‘me too’ brand,” Kimjera warns. “Sure, you can be influenced and inspired by successful campaigns and brands. But merely copying their tactics or messaging is unlikely to achieve the same results.” By avoiding these common mistakes, you can harness the power of disruptive branding and innovative storytelling to drive growth and build a strong brand reputation.

The next chapter of your story

“Innovative storytelling is a powerful tool in modern marketing and disruptive branding,” Kimjera shares. “If you are looking for a way to gain a true competitive advantage, adjust your brand voice and messaging to let your customers become the hero of every story you tell. This requires you to have a deep understanding of your audience’s problems, values, interests, and behaviors to build authentic connections.”

She feels that innovative storytelling requires creativity, thinking out of the box, and disruptive brand strategy. Brands that are willing to take risks and experiment with new ideas are more likely to capture the attention of their audience and create a lasting impact.

“We also encourage consistency without cookie-cutter posts,” Kimjera says. “Brands should be using the same consistent messaging across all marketing channels but not the same posts. Leverage Instagram for your content reels and video stories, Facebook for groups and written content, and LinkedIn for your business expertise.  What will work on one channel is not going to work on others. You have to learn the different algorithms and create stories that build your brand identity while varying the content delivery approach across different channels.” By creating a cohesive and consistent brand experience, brands can build trust and loyalty with their audience over time.

Incorporating meaningful and innovative storytelling into your marketing strategy can be challenging, but the rewards will be significant. Working with an expert branding agency like Evolve Global Marketing can take years off the learning curve and help you get the competitive edge you deserve in a fraction of the time.

“We are passionate about serving the most disruptive and innovative companies who deserve to get results that will grow their brand,” Kimjera says. “From websites to social media, it all starts with creating a brand story that will disrupt your industry and put your business in a league of its own.”

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