Storytelling in Web Design
MARCH 4, 2013 • DREW COFFIN
Storytelling is a powerful form of communication. But marketers often neglect storytelling. In this post I will provide you with ways you can begin to integrate storytelling with your brand.
Show Don’t Tell
If you have ever taken a creative writing class, you probably were told “show, don’t tell,” when writing. The same is true for storytelling within a brand. By simply presenting a setting, character, and action, business storytellers allow customers to enter into the story of their brands in a personal, relatable way. In many cases, the character can be the customer and the action can be the sale.
What Is Your Brand’s Story?
Before you can begin to tell your brand’s story, you have to figure out what it is. Who are you? What are you selling? Why does it matter? What kind of atmosphere do you want representing your business? Who are your primary customers? The answers to these questions all play a role in crafting your brand’s story.
Tools for Brand Storytelling
Once you have your story in mind, you can begin to use different design elements to craft your story. Here are some of the design elements useful in storytelling.
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