How Brand Storytelling is Really Brand Explaining

If your website is having difficulty with bounce rate, a brand explainer is a perfect solution. 

Brand Storytelling Defined

Brand storytelling is best understood as the art of explaining why an organization exists. 

This buzzword has been overused to the extent that most understandably roll their eyes when agencies include it in their pitch deck. Brand storytelling may not even be the right word because it presumes that the brand is the protagonist. An organization cannot be who a story is about because an organization does not have desires or motivations. 

Instead, The brand is why a person or group of people work toward a greater goal. And storytelling is simply structuring the actions and motivations of those people in a way that reveals the deeper meaning

Since branding is really a question of meaning, I prefer to use the term brand explaining instead of brand storytelling. It sounds semantic, but it clarifies the objective. 

How Brand Storytelling Works

The thing with explanatory storytelling is that there is no universal formula that will fit each brand. Too many agencies waste energy on perfecting the story arc. The truth is that each brand needs a personal touch that can contextualize their message around the tone and format that best represents their personality. I do this by asking every client what makes their company’s mission worth potentially failing at. Audiences don’t care about a story if there isn’t a challenge worth the risk. Once I understand what makes a target audience care about a brand, I work with the client to develop a brand story worth telling.  

Why Mixed Media Explainers are Great for Brand Storytelling

My mixed media explainer format is the best way to contextualize a brand’s unique purpose and obstacle. My video at the top of my page is an example of a brand explainer. It establishes why Best Explained exists and what I hope to achieve. It sets the tone of the entire website and quickly informs people what the site is about. If it is difficult for visitors to understand the purpose of an organization within the first few seconds of landing on the site, they are very likely to bounce. A video at the top of the page is more likely to keep people engaged with the organization. 

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