Como você pode melhorar a voz e o tom da sua marca com o storytelling?

Bill Clinton’s speech writer said: when people meet you, your lucky if they remember a single thing you say. Therefore: 1. tell them the one thing you would want them to remember, and: 2. Tell it in the form of a story; people remember stories better than numbers and bullet points. And stories are shared if told well.

Let's say you have a brand that focuses on sustainability and eco-friendly products. Your target audience is environmentally conscious individuals who value sustainable living. In this case, your brand voice may be informative, inspiring, and passionate about promoting a greener lifestyle. For example, when telling stories about your brand's products, you can use a voice that educates and empowers your audience to make sustainable choices. Your tone can be friendly and approachable, using words and phrases that convey a sense of responsibility and care for the planet. By consistently using this voice and tone in your storytelling, you can effectively communicate your brand's values and connect with your audience on a deeper level.

Many focus on brand voice but overlook 'brand tempo,' the rhythm and pacing at which a brand communicates. Think about the difference between an urgent, fast-paced tech startup and a calm, reassuring healthcare provider. Their voices may be consistent, but the tempo at which they share stories can amplify their messages. A tech startup may benefit from quick, punchy storytelling that matches its fast innovation, while a healthcare provider might use slower, more deliberate pacing to emphasize safety and care. A 'brand tempo' checklist could be a game-changer in making your storytelling not just sound like your brand but also feel like it.

Think about your brand like a puzzle. Each story or post you make is like a piece of that puzzle. You want all the pieces to fit together to show the complete picture of what your brand is about. If someone follows your brand on multiple platforms, the whole story should make sense and show them what you stand for. This is just like making sure all puzzle pieces fit well to show the full image. Check if your stories do that, and if they don't, figure out what's missing or doesn't fit, then fix it.

Consider your brand as a favorite playlist. Each song or story should vibe with the overall theme. If you suddenly include a heavy metal track in a playlist of chill lo-fi beats, it'll jar the listener. The same goes for your brand. All the stories you tell should feel like they belong in the same playlist, capturing the same mood or message. This way, your audience won't just skip to the next track; they'll stick around for the whole set. So keep your stories in tune with your brand's vibe to keep your audience listening.