Crafting a brand tone and voice is vital for giving your customers a more inviting experience.
When it comes to branding, each company has a unique way to represent themselves. Some businesses adopt a bright and friendly tone to make them seem more approachable, while others rely on professionalism and concise facts to gain trust from their customers.
As an example, Compare the Market creates fun characters with a light-hearted narrative to make them stand out from other websites. In comparison, Apple offer a sleek, modern and to-the-point style to mark themselves as high-quality company.
A key part of unique branding is creative writing, or some form of storytelling. In fact, the majority of marketing strategies owe their success to crafting narratives. Humans naturally follow narrative in all aspects of our lives, even if we don’t realise it. When we’re being advertised a product, for example, that advertisement will nearly always have a narrative attached i.e. a beginning, middle and end with a protagonist.
When we have a narrative to latch onto, we are more likely to be engaged with the product, and therefore the brand. This is why, as a medium, creative writing is the perfect tool for representing a business’ identity.
Why does creative writing work so well for brands?
Allen Gannett, chief strategy officer at Skyword and author of The Creative Curve, has stated, “The most effective personal branding strategy these days is to build a true narrative – single character monologues are boring in Tinseltown, and even more boring for your personal brand.” Effectively, this means the strategy companies take to promote their brand has to involve narrative, otherwise customers might find the material dull.
In relation to the “single character monologues” he references, it is evident that branding without creativity or character will come across at two-dimensional. Of course, with branding, we are looking at real people who represent their companies, not fictional characters, but this doesn’t mean creative narrative can’t apply.
For the educational charity, The Female Lead, their About Us page gives us a clear narrative, explaining how and why the company started: “Edwina started The Female Lead as a campaign that celebrates women’s stories, and showcases the lesser-known successes of women, in order to support and encourage the next generation.”
The page then continues in a first-person perspective from the CEO herself as to why she started the company, all the way to the what the future holds, giving viewers a clear understanding of the brand’s vision in narrative form.
On a slightly different note, Compare The Market use audio-visual commercials to create stories with their meerkat characters who are unique to the brand. It has been successful over the years because they have made audiences more attached to their characters than the company itself. The adverts that ran in 2014 told the story of the main characters having to become parents of a baby meerkat called Oleg, which influenced their marketing campaign for their toys. Children watching the adverts would want the toys because they grew attached to the characters on the screen, and, as a result, the brand stays in people’s heads.
Don’t underestimate the power of narrative
As a scriptwriter, I know only too well the influence that creative writing can have on a brand image. It is, perhaps, the most important tool for your marketing campaign, since all consumers attach themselves to a story, more than they realise.
If you have a small business, there is an even better chance you can find success through narrative, as supported by Geoff Livingston in his article: “The smaller a company is, the easier one can associate a personality with the brand.”
If you can anchor a personality to your business, you can then move forward with a narrative, which is bound to draw in your audiences. Even if it’s subtle, create a story for them to follow, a person for them to like, and the rest will do itself.
10 Golden Rules of Personal Branding by Goldie Chan: https://www.forbes.com/sites/goldiechan/2018/11/08/10-golden-rules-personal-branding/?sh=3af048b658a7
 Become More Personable, Not A Person by Geoff Livingston (Cision) https://www.cision.com/2014/01/become-a-more-personable-brand-not-a-person/