ATYPICAL

Tell Me a Brand Story

By Amanda Bowen
People like stories. More real estate professionals should embrace the new marketing trend to communicate with customers. A basic biography, the “we do ‘x’ because ‘y,’” like “we make the data visual so real estate investors see opportunities,” is a fine summary, but will it really resonate with your target audience?

People like stories. More real estate professionals should embrace the new marketing trend to communicate with customers. A basic biography, the “we do ‘x’ because ‘y,’” like “we make the data visual so real estate investors see opportunities,” is a fine summary, but will it really resonate with your target audience? Presenting your brand values in the form of a story makes your “what” and “why” much more memorable. Branding, at its core, is about building connections. We connect to stories.

How to turn your work into a story

Brainstorm about opportunities inside your company ripe for the storytelling format. The basics of narrative structure have conflict and resolution. Common opportunities for brands to find stories lie in their founding story, struggles they have overcome, or examples of living the mission. Ask yourself, “where or when has there been struggle and how has it shaped the brand?”

What a good story has

Not all moments in your branding journey are ideal for elaborating into a narrative. A good story will:

Where to Publish Your Story

Stories work with a range of content. While the “about” or “bio” page is the first place most people think of, your storytelling style works with:

Examples of Brand Storytelling

Need to see how brand storytelling works in the commercial real estate space? Breather’s culture page does an excellent job explaining the story in different sections. This creative “Our Story” by The Alter Group exemplifies “cast of characters,” using photos, videos, and accompanying text to illustrate their history and values. The Bank of Tampa story hits on the conflict and how they worked through it. This video on Midwest Industrial Might by CBRE Institutional Properties in Chicago, uses narrative to talk about the local market.

Want to up your content marketing and branding game through storytelling? Our experts help craft stories through blogging and social media that connect with your target audience.

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