5 Storytelling Tips to Make Your Brand More Relatable

Christopher Hammond

Christopher Hammond

The ability to tell a story is a fundamental skill that all good brand communicators should possess. Storytelling not only shares information, it makes that information relatable to the audience, humanizing complex ideas and offering fresh perspectives.

Christopher Hammond, senior vice president of corporate communications for Wells Fargo, shares some tips here on how to enhance your brand’s message through storytelling.

  • Take it to your audience. Ask yourself why your audience should care and what impression you want to leave with them. Also, you improve your chances of reaching your audience by narrowing your focus. Localize the story or take it directly to trade publications.
  • Incorporate timeless story elements. Virtually every memorable story includes these basic elements: setting, character, plot, conflict, resolution. You too can use these elements to demonstrate how your brand can help the target audience achieve a solution to a particular problem.
  • Humanize it. Go beyond the numbers and the gadgets and get down to the parts that are relatable. Demonstrate how your brand is making a tangible difference in peoples’ lives. And don’t pass up an opportunity to invoke emotion.
  • Be genuine. Avoid pushing your brand for the sake of the brand itself. Be authentic, not sensationalistic. One way to do this is invite your customers to help tell your story through testimonials, interviews and social media.
  • Make it visual. Add pictures, videos and infographics to your content and your social media posts. This will make a big difference in terms of the exposure your story receives.

Follow Chris Hammond: @ChrisHammondWF

Follow Richard Brownell: @RickBrownell

Tags: , , , | 1 Comment


About Richard Brownell

Richard Brownell is Content Manager, PR Events at PR News. He has several years' experience in developing and producing online events. Richard is a published author with several titles for young audiences to his credit. He has also written political commentary for several popular websites and his stage plays have been produced in New York and other major cities.

Deals of the Week

Get $150 Off PR News' PR Measurement Conference


Join us on April 20, 2015, for PR News’ essential PR Measurement Conference at the National Press Club in D.C., and learn how tie PR metrics to measurable business outcomes.

Use code “150off” at checkout to save $150 on the regular rate.

Get $50 off PR News' Book of Employee Communications


In this 5th volume of PR News’ Book of Employee Communications, our authors cover more than 45 articles on crisis communications, social media policies, human resources collaboration, brand evangelism and more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription


Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.