Crafting a story that resonates

In today’s digital age, storytelling is a key component of successful video marketing. More businesses are tapping into creative ways to use documentary-style videos, often referred to as “brand story films” or “mini-docs,” to authentically showcase their company. These mini-docs are concise, impactful documentaries that focus on a singular story and vision related to your company’s core values and mission. They often include interviews with key employees or satisfied customers, and they are designed to be brief, engaging, and focused.

According to Dr. James McQuivey of Forrester Research, one minute of online video is equal to 1.8 million written words, making it an incredibly efficient way to communicate. This gives storytelling in the business world the power to be a secret weapon—a compelling story can attract your ideal customers and engage them in a way that sets your brand apart from the competition.

In Part 1 of this article, we explored The Power of Brand Storytelling in Video Marketing. Now, let’s dive into the practical aspect—how to effectively craft and integrate storytelling into your video marketing strategy. This guide is inspired by the Muse Storytelling Process, whose teachings have heavily influenced our own approach to video storytelling. We will delve into practical steps for crafting a narrative that resonates, focusing on the four essential pillars: People, Purpose, Plot and Places.

The Four Pillars of a Compelling Story

People: The Heart of Your Story

A great story starts with a great character. Having a strong lead character, what we call the “Heart,” is critical in creating a story that your audience will emotionally connect with. This character is the emotional core of your story, and they are the ones who the audience will follow, empathise with, and root for. They could be a founder, an employee, a customer, or anyone else closely tied to your brand.

Tip: Select a Heart character who is passionate about your brand and can authentically convey their experiences and emotions. This character should have a clear desire or goal that drives the narrative and resonates with the audience.

Helpers and Experts

Secondary characters, such as Helpers and Experts, serve specific purposes in a story and should be chosen intentionally. Helpers fill gaps in the plot, share plot points, offer perspectives and aid in communicating the story’s purpose. Experts provide necessary information briefly and should possess authority and passion for the subject matter.

Tip: Use Helpers to reinforce the Heart character’s journey and Experts to lend credibility to your story. Be mindful of the number of secondary characters to avoid confusing the audience and diluting the emotional impact.

Purpose: Defining the Deeper Meaning and Objective of Your Story

The essence of a compelling story lies in its deeper meaning. This is what ensures your story is remembered and has a genuine impact. Before delving into the narrative, it’s crucial to clarify your objective: What action or change in perception do you want from viewers after they’ve watched your story? A powerful story should not only impart wisdom but also change how the audience perceives something in the world.

Tip: Begin by articulating the ‘why’ behind your brand. How does it aim to positively influence its customers or the broader world? This foundation will guide the narrative, ensuring it resonates and remains memorable.

Plot: Structuring the Journey

The plot is the backbone of your story, designed to engage and captivate your audience. It’s the sequence of events that guides your audience from the story’s inception to its conclusion. Drawing inspiration from the Muse Process, the structure of a compelling story is built around six pivotal beats, known as the 6 Essential Plot Points. These moments are crucial in determining the story’s engagement factor.

• Hook: The Hook is the opening of the film and should be powerful, unique, and conflict-driven to capture the audience’s attention. Spending time developing a strong Hook is crucial, as it determines whether the rest of the film will be watched.
  Tip: Forge a strong emotional bond between the audience and the Heart character at this stage. Clarify the stakes involved.
• Conflict: This is where the central challenge or obstacle is presented, setting the stage for the Heart character’s journey.
• Initiation: As the story progresses, the Heart character, aided by Helpers and guided by Experts, embarks on their journey. They take the first steps to confront and attempt to resolve the conflict introduced earlier.
• Journey Points: These are the pivotal moments as your character navigates the challenges. It’s about the struggles they face, their growth, and the changes they undergo.
  Tip: Ensure the conflict remains relatable and pertinent to your audience, showcasing the Heart character’s trials and growth to deepen the audience’s emotional connection.
• Resolution: This is where the conflict finds its resolution. Showcase how the Heart character has evolved and transformed as a result, fulfilling the story’s promise and leading your audience to a newfound understanding or perspective.
• Jab: Conclude with a universal insight or takeaway from the character’s journey, leaving a lasting impression.
  Tip: This ending should resonate with the story’s purpose, guiding the audience towards the desired action or thought.

By meticulously crafting these plot points, you ensure that your audience remains invested in the journey of your characters, making your story both memorable and impactful.

Places: Building Trust Through Environment

The settings and environments in which your story unfolds play a pivotal role in establishing trust and deepening the connection with your audience. By showcasing the actual places where your company operates, you provide a tangible context, allowing the audience to immerse themselves more authentically in your narrative.

To effectively bring your story to life, it’s essential to delve into the Layers of Place. These layers include Situations, Environments, Objects, and Time. By meticulously planning and visualising these elements—be it the colours, settings, props, graphics, angles, or lighting—you ensure that each scene resonates with authenticity and purpose.

Tip: Use visuals to spotlight key locations integral to your story, the settings where your company operates, areas of community involvement, or places where your products are made or used.

In another article, we explore  7 Types of Stories You Can Tell in Your Business to further help you craft compelling narratives.

Practical Tips for Crafting Your Brand Story

1. Deep Dive into Your Brand’s Values:
   Start by revisiting your company’s mission and values. What are the core principles that guide your business? This will form the foundation of your story.
2. Identify Your Heart Character Early:
   Before you even start crafting your story, identify who the Heart, or main character, of your story will be. This person should embody the values of your brand.
3. Create a Storyboard or Outline:
   Plan your story visually or textually before you start filming. This will help you identify key scenes, characters and the flow of your narrative.
4. Show Authenticity:
   Avoid scripted or overly rehearsed scenes. Authenticity resonates with audiences, so let the genuine emotions and personalities of your characters shine through.
5. Leverage the Power of Music and Sound:
   The right soundtrack can elevate your story. Choose music that complements the tone of your narrative and enhances emotional engagement.
6. Review and Revise:
   After your initial draft or edit, review the story. Does it align with your brand? Does it feel authentic and engaging? Be prepared to make revisions.
7. Test Your Story:
   Before a full launch, share your video with a small group of trusted colleagues or customers for feedback. Use this insight to make final adjustments.
8. Remember the Logo Test:
   As a final check, imagine your video with a competitor’s logo. If it still feels uniquely yours, you’ve created a story that truly represents your brand.

Tip: Storytelling is an art, and like all art forms, it requires practice. Don’t be afraid to iterate and refine your approach based on feedback and results.

Promotion: Don’t Forget This Crucial Step

Just as Alfred Hitchcock said the most critical component of any film is the script, the script, the script; we’re sure that if he were around today and in marketing he would say the most important thing you can do for your video is promote, promote, promote! There’s no point putting all of your effort, time, and money into creating an amazing storytelling video if no one is going to see it. So, when you have your video and you’re ready to release it to the world, be sure to push it on as many different platforms as you can.

Tip: Consider a multi-channel promotion strategy. Utilise social media, email marketing, partnerships and your company’s website to maximise the reach of your video.

Conclusion

In a world where content is king, storytelling is the crown jewel. By balancing the four pillars—People, Purpose, Plot and Places—you can craft a powerful narrative that not only showcases your brand but also connects deeply with your audience, turning viewers into loyal customers.

For more on why storytelling is so crucial in video marketing, don’t forget to check out our previous article on The Power of Brand Storytelling in Video Marketing.

Ready to captivate your audience with compelling video storytelling?

At Reach Video, we’re experts in crafting narratives that resonate and drive results. Discover our Brand Story solutions and let’s start your storytelling journey today.

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