Your target audience is looking for emotion. This is how you give it with storytelling

Your target audience is looking for emotion. This is how you give it with storytelling

Brand storytelling ensures stronger involvement of target groups with your brand. The challenge here is to translate your brand story into content in an appealing way. We give 4 storytelling tips with which you can really touch your target group.

1 Use storytelling on multiple levels

You apply storytelling to both your brand story and your concept and content strategy. With storytelling you use narrative techniques to convey marketing messages. Just like in books and films, use is made of narrative elements that create involvement and connection among target groups. Stories have the power to touch people emotionally, offer meaning and create togetherness. And you can benefit from that as a brand.

Storytelling thus reinforces the branding and communication strategy of a concept as a whole. You use cross-media and/or transmedia content strategies to plot storylines. In addition, you can also apply storytelling to your brand story (=brand story) and customer journey (=customer journey).

2 Use the Hero's Journey

The Hero's Journey is one of the most widely used storytelling formulas for both entertainment and commercial purposes. The formula was developed by Professor Joseph Campbell who has researched stories, myths and sagas that have been passed down for thousands of years. He discovered that all these stories follow the same cycle in which certain steps follow one another. The same kind of archetypes are always used. He called this formula the monomyth or hero's journey.

The video below explains the Hero's Journey cycle and its application in commercial environments.

3 Start with your brand story

Storytelling is based on a philosophy and contains different storylines. This philosophy is embedded in your brand story (= brand story). Your brand story describes your attitude, conviction, motivation and interests. They only have meaning for you, but also for your target group. That is why it is necessary to have a good idea of who your target group is. You can work with personas, but you can also use data that you collect, for example via social platforms and Google Analytics. By responding to the needs, wishes and desires of your target group through storytelling, you make an emotional connection. After all, a story always contains a call to action that invites people to further discover your brand.

4 Use archetypes as blueprints for people and brands

The archetypes that we see in the Hero's Journey come from the psychologist Carl Gustav Jung. Jung believed that universal, mythical characters, which he called archetypes, exist in the collective unconscious of people all over the world. He named 12 archetypes that represent the basic human motives of our experience.

These archetypes apply to both people and brands. Their advantages is that they are universally understood:

  • These personality types are recognizable in every culture
  • They are universal patterns of drivers behind behavior
  • They are both a prototype/model for characters in stories
  • Each archetype has its own specific moral/storyline

You can Jung .'s Archetypes You can also use it to define yourself as a brand and to determine how you relate to your target groups from that role.


Five stories every brand can tell about itself
Stories that touch people are often about desires and obstacles that they recognize from their own life. Therefore, make sure that you do not only show with the beautiful sides, but also with the struggles you experience. That makes you human and accessible as a brand. Every organization should be able to tell five stories about itself. The following 5 dimensions are part of the larger biographical narrative of your EIA:
• The roots and the past
• The vision of the future
• The Failures
• The successes

Finally: the ultimate checklist for storytelling

To get you started, we give you the 5 ultimate characteristics of good storytelling. A story is..

  1. … authentic: it matches your brand identity (see also archetypes).
  2. … relevant: responds to customer needs (who is your audience?)
  3. … exciting: don't be afraid of tension or conflict, a good story touches an emotion.
  4. … recognizable: your target group recognizes itself in the hero or main character.
  5. … participation: people can influence the story or share their own story. For example, let your audience create content about your brand.

How the Eurovision Song Contest 2021 created connection thanks to social storytelling

In May we proudly followed the Eurovision Song Contest through our televisions and online channels, which unfolded in all its splendor in our own Rotterdam. This year we also paid special attention to the online communication strategy, which managed to strengthen the social feeling with strong social storytelling and despite all the limitations. And thus managed to give a new impulse to the social channels of the Eurovision brand.

What is striking about the social media strategy is that there was much more attention to different stories that can be found around the festival. Stories from artists, presenters, volunteers and fans. Because fewer journalists and press were allowed to be present in person this year, the importance of sharing stories via our own online platforms was all the greater.

Social storytelling just as important as the TV broadcast

In terms of social platforms, the Eurovision Song Contest uses YouTube, Facebook, Instagram, Twitter and Tik Tok. All in all, this year was about much more than the television broadcasts. Big hits were the two web series with Nikkie de Jager (aka NikkieTutorials) Eurovision Tutorials (tips and tricks for the Eurovision song contest) and Nikkie's Look Lab (conversations with the artists). Much use was also made of user generated content, such as sharing backstage videos and photos taken by the artists themselves. And sharing photos and videos of how the public experienced the festival at home. TikTok was of course a source of many dance videos on various Eurovision songs. But you could also record a TikTok duet with your favorite artist from the Eurovision Song Contest.

Below you will find a few examples. Visit the social media channels of the Song Contest for more inspiration.

@eurovision??##Duet with James Newman! ##eurovision ##eurovisiontiktok ##esc2021♬ sum original – Eurovision


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A post shared by Eurovision Song Contest (@eurovision)


Sharpen your storytelling skills during the Content Strategy and Brand storytelling training

In the course Content strategy and Brand storytelling you will discover how to determine and emphasize the distinctive character of your brand. You will learn how to turn your brand story into appealing content. It also pays attention to social storytelling. This makes your brand communication sharper and more creative.


Author: Dzenita Camo
cover photo:

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