4 Ways To Improve Storytelling When Building Your Brand

Storytelling is one of the most powerful ways to appeal to audiences.

It is a method used to not only share the story of who you are, what you do, and what you want to accomplish with the public, but also a way to form a personal relationship with your audience, and create an engaging and approachable platform for you and your brand.

business storytelling

I recently noticed a Facebook video created by Catherine Howell. Catherine achieved over 10,000 views on a Facebook video in which she executed this simple storytelling technique—be candid and sincere. This allows your audience and clients to feel personally connected to who you are, encouraging trust and the desire to work with you in the future.

Catherine Howell is the Founder and CEO of Eight Loop Social, and the Facebook Ads Academy. I reached out and asked her to share some insights on how to improve digital storytelling.

From her experience, Catherine recommends 4 things whilst storytelling to enhance your brand.

1) Know Who Your Audience is and What You Want to Achieve

Before creating content, the first step is to get a solid grasp of WHO your audience is. Once you have this, you can begin to break your audience down into the various personas that make it up.

Unfortunately, most brands don’t even go down this far into their audience mapping and—as a consequence—content is too generalized and broad. Therefore, it can be difficult to create relatable content.

Catherine explains, “Once you have your personas, what you would normally do is to map out pillars of communication that are required to help the brand achieve whatever outcome is required—awareness, consideration, purchase, and loyalty. If the aim is to build awareness and consideration for a new product – the pillars may include things like sharing reviews—consideration, introducing solutions to problems—awareness, and sharing experiences provided by the product’s community—social proof/consideration”.

2) Be Specific.

By underpinning videos with specific micro-moments and experiences, brands can cut through…

4 Corporate Video Mistakes to Avoid

by Willis Turner


Not everyone is a film-maker, but everyone has opinions on film-making. Here’s some of the common things we’ve heard come from around the boardroom table when it comes to producing corporate films.

1. “Don’t worry about the length.”
Actually, you should. One of the most common mistakes in corporate video production is making the run-time too long. The ideal length you should shoot for is two to three minutes — that’s the perfect amount of time to build a compelling, focused message for virtually any product or service, without overstaying your welcome.

You might have a complicated and content-rich story to tell, but packing more messages into your video won’t necessarily make it more effective. Audience attention spans are notoriously short in the digital age. Use the discipline of a shorter run-time to hold your audience and help distill your messaging.

2. “Let’s do a viral video.”
No one can predict what special alignment of planets is necessary for a video to go viral. The fact is, they are variables that are out of your control, so don’t make a million hits your business objective, or you will most likely be disappointed. Quality will always trump quantity in the corporate film world.

This isn’t a cute baby or cat video we’re talking about — it’s a business message intended to create action. Set reasonable viewership targets, and allow sufficient time for your film to be properly seen, recommended and linked to. Get your story right, execute it well, and the numbers — and eyeballs — will follow.

3. “It’s just our people talking, so we don’t need a script.”
Regardless if you are producing a video in documentary style, using interviews with real people, you most definitely still need to have a proper script or creative outline to guide your production. Even a short, simple video will require you to make dozens, even hundreds, of creative choices. Where should we shoot the interview? What should our talent wear?  What kind of background music should we use?  Should we have background music at all? A proper script or outline can help you make all these decisions.

Take the time to describe your idea on paper. What is the main message you want people to take away? Do a proper outline of how you see the copy flow and edit working. Prepare a proper shot list. Don’t be lazy or leave things to chance on shoot day.  The more pre-production work you do in advance, the better your shoot and post-production will follow.

4. “Let’s do it ourselves.”
Sure, you can write, direct, shoot and edit a video yourself. You might even get lucky and have a finished result that sounds and looks pretty good. Now all you have to worry about is getting the proper codecs, streaming bit rates, aspect ratios and screen resolutions worked out to make sure your film plays properly online.

But technical production issues aside, the question isn’t whether or not you can produce a corporate film yourself, it’s whether or not you should. Will your brand or company image suffer irreparable harm if you decide to DIY your annual sales video?  Probably not. The issue is the potential opportunity cost you might lose in deciding to save money by keeping the job inside.

The biggest thing a film production company can offer you isn’t just technical competence — it’s helping you create a selling idea that just happens to be delivered in film form. That’s the difference between 3 minutes of pretty pictures and 3 minutes of deliberate, strategic, persuasive storytelling.

One last thing to consider is that video production is very time-intensive. If you do elect to manage the production yourself, it will be a full-time job for several weeks for at least one or two people. In the final analysis, the cost you think you might be saving by doing it yourself may ultimately turn out to be more.

*This post originally appeared at

Willis Turner Willis Turner, CAE CME CSE, has gained international recognition for spearheading global membership engagement and professional certification growth as the President & CEO of U.S.-based Sales & Marketing Executives International (SMEI). Willis is also founder and CEO of Old Clayburn Marketing & Management Services Inc., a full-service association management firm. As a writer and speaker on professional certification, business ethics and leading edge sales and marketing topics, Willis leverages his worldwide business travel experiences to convey an informative and motivating message to his audiences. Willis serves on the National Advisory Board for DECA Inc. He has taught Sales Management at the University of British Columbia, Sauder School of Business. He resides near Vancouver, British Columbia, Canada with his wife of 30 years. Follow Willis on Twitter: @willisturner.

Michael Williams, CMO, Grand Prix America, Formula 1, Interview with Dov Baron

Dov Baron, host of Full Monty Leadership Radio, interviewed Michael Williams, CMO at the Grand Prix of America, Formula 1, during the C-Suite Network Conference in Marina del Rey about the importance of storytelling in marketing and while the title of CMO may need to change in the future.

Did you know that there is going to be a Grand Prix Race in New York?

Imagine the logistics of trying to put together a Grand Prix with the city of New York as your backdrop… mind boggling. That’s what Michael and his team are doing.

What would it take for you to be the kind of leadership position as a brand to be part of such a massive event?
Michael shares with us the power and importance of using “story” and why being a Chief Marketing Officer is a Bad Title!

This guy has a very different approach to what marketing is, and I think there are some profound lessons for all of us, no matter what our position or title.

Watch the Full Interview at Podomatic