Kissmetrics defines online branding as a way to get more exposure for your brand on all levels of online marketing. One way to do that is by creating compelling stories to captivate your audiences and potential investors.

Since time immemorial, human beings have been fascinated with storytelling. We have used it to entertain, to teach, and more recently, to sell. Stories have been used by marketing experts to explain what sets your brand apart. It has been a tool that has helped us connect with products and services on a personal level. It has also affected our buying behaviors.

As an entrepreneur, it’s important to know how to tell stories.

But how do you tell the right stories to the right audience? Do you tell the same stories to investors and your audience?

Pitch - Storytelling - Online BrandingStorytelling can help a brand connect with its customers. Martyn Tripping, CEO of StoryScore, agrees to the importance of storytelling. “They want to buy a brand that represents their values, or that embodies their aspirations. And the best way to show people what you believe in and what you’re aiming for is to tell stories,” Martyn Tipping says.

What is an elevator pitch?

A pitch gives information about your brand. It provides the facts. The goal of a pitch is to tell who you are and what you can offer to the customers. It’s often short, concise, and easy to remember.

An elevator pitch is a brief, persuasive speech that sparks people’s interest in what your organization does. It should last no longer than 20 to 30 seconds, just like a short elevator ride. It should be memorable and succinct.

For some entrepreneurs, it might take some time to get a pitch right. So here’s a step by step guide on how to nail it.

  1. Identify your goal – Think about the objective of your pitch and who you are delivering it to.
  2. Explain what you do – Start by describing what you do and focus on how you solve your clients’ pain points.
  3. Communicate what sets you apart – Your pitch needs to tell people what sets you apart from your competition.

What’s a marketing storyline?

A brand story is a cohesive narrative that includes the facts and feelings your brand or business creates. It must inspire an emotional response or reaction from your audience. The story also has to be unique, simple, and shareable.

So how do you create your marketing story?

Here are five things you need to include to create a great marketing story, according to Copyblogger.

  1. You need to have a hero.

Just like every story, yours need to have a protagonist. And to tell a compelling story, your customer must be the hero. They are the ones who are transformed and moved into responding to your call to action.

  1. Identify a transformation that your protagonist wants

As everything else, you need to identify the problem. You need to understand where your customer is today and what transformation they want to happen.

  1. You need an obstacle that your protagonist needs to overcome

Obstacles make stories interesting, and the drama of the protagonist overcoming that also proves how effective your product or services are.

  1. Teach a lesson

Your story also needs to teach morals.

The protagonist needs to tell a well-rounded story of how he or she got over the internal/external struggle. It also gives you the chance to show your expertise on the subject. Let them know what they should do next.

Whatever way you choose to tell your marketing story, make sure to be clear and direct.

Why does it matter to know the difference?

A pitch gives information about your brand. It provides the facts. The goal of a pitch is to tell who you are and what you can offer to the customers. It’s often short, concise, and easy to remember.

A brand story goes beyond that. It is lived, not just told. Your brand’s narrative starts with your culture. It’s not something your company can only use when you launch a new product or a marketing campaign. It should be the foundation of the company.

Your brand story is what your consumers say about you. It reflects your packaging, your employees, your company’s culture, and values.

For you to create an effective brand narrative, you have to establish a solid brand culture within your company first. If your team doesn’t reflect the culture, the customers will not believe your brand story.

Online branding may look simple, but it’s more to it than meets the eye. Coming up with a strong brand culture and brand story can take a serious soul-searching. Keep in mind that you should also invest the same amount of time in committing to them. Be the walking definition of your brand and its story.

Your online branding will surely be successful and the customers will remember you. And love you.

Have more tips to create an elevator pitch or a storytelling ? Share it below.

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Herlene Somook is a creative entrepreneur and freelance writer based in Manila, Philippines. A graduate of AB Psychology, she was a Kumon Reading teacher for five years before jumping ship to the Business Process Outsourcing Industry, where she gained experience in Inbound Sales, Technical Support, Outbound Services, Lead Generation and Marketing. Today, she spends her time as the Head Writer and Content Strategist for NextStep Hub. She loves reading bedtime stories to her toddler son.