As you strive to connect with consumers, it’s important to build a comprehensive marketing strategy for your brand. While traditionally this process involves identifying your target audience, crafting a meaningful value proposition, and addressing the pain points your customers face, brand storytelling should also form a fundamental component of your marketing endeavors.

Sharing your brand’s story evokes an emotional response, in turn contributing to increased brand loyalty and an uptick in sales. Use the following ten tips to begin sharing your brand’s story in a relevant, fruitful manner.

1. Start from the Beginning
Before you hit the drawing board for your next marketing campaign, work to outline a story arc for your brand. Cater to an audience who may have no understanding of what your brand represents.

2. Capture the Audience’s Attention
Emotion is the driving force behind many of the most successful marketing campaigns in history. Think of iconic advertisements that caught the world’s attention—from I’d Like to Buy the World a Coke to those heart-wrenching Sarah McLachlan ASPCA commercials, emotion captures the audience’s attention.

3. Develop Your Characters
Just as a novelist labors of his portrayal of his protagonist, work to let the personality of your brand’s players shine through. No matter whether you’re highlighting executives within your company or customers themselves, characters push your story development forward.

4. Focus on Authenticity
Sharing a story does not mean you should create a tall tale. Instead, you want to build brand trust by telling a truthful story that highlights the strengths of your brand. Don’t alienate would-be customers by spinning inauthentic yarns.

5. Reveal Your Brand Value

As enjoyable as a good story can be, your ultimate goal isn’t simply to entertain. Your value proposition should shine through every element of your story. Maintain that focus to get the most out of your storytelling efforts.

6. Embrace Cross-platform Storytelling;
Storytelling in the 21st century extends far beyond the confines of a simple advertisement or two. Cross-platform storytelling boosts message retention and visibility of your story.

7. Build an Editorial Calendar
If you read a chapter or two of a novel and then pick it up again several months later, you likely won’t remember where you left off. The same is true for your audience. Don’t publish a single blog post and wait for months on end. Build an editorial calendar and keep your story moving.

8. Provide a Timeline
Good stories have a definite timeline: beginning, middle, and end. Take your audience on a journey, but don’t lose your customers by segmenting your story. Strive to offer a clear start and finish for every part of your story.

9. Keep Your Message Consistent

Consistently changing your brand’s voice will leave your audience confused. Don’t breed distrust by changing your message too frequently. Make certain every story you share contributes to the overall identity of your brand.

10. Don’t Show All of Your Cards

When sharing a powerful story, it may feel tempting to give your audience all the pieces in one fell swoop. While it is important to provide components that can stand on their own, try to keep your readers engaged by building a story that gradually unfolds across your various marketing channels.