Message architecture
Focused eyeballs
What are your customers preoccupied with?

Tell your company’s story

Brand storytelling is about content strategy, the architecture of the messages, and customer response.

Content strategy is managing experiences

Content strategy is the practice of planning the content creation, delivery and management. It’s a system that defines the entire editorial content development that a company or organisation needs to communicate. The content strategy uses words and data to create content that supports meaningful, emotional and active experiences.

“Content is not about storytelling, it’s about telling a true story well”

— Ann Handley

The life of a piece of content is short. You can extend its lifespan by making sure that you tell your brand story in various iterations on different social channels. Pieces of the story are short, shareable content for micro-content channels. You’ve used a lot of energy creating a brand story, so make sure you tell it repeatedly.

Content marketing should be focused on all the conversations that you’re having with your customers. With a content strategy, you can plan content marketing activities that will encourage people to participate in experiences that are critical to your business success. Content strategy should also comprise a verbal style guide that adds details to your strategy. It guides writers to what the style characteristics mean. Under each style, convey examples to make something subjective feel more concrete.

Message architecture convert goals

Message architecture is a way to convert goals into concepts with context and priority. With message architecture, marketers are directing messages that say what they want to say to their consumers. Research shows that a story is the most powerful means of communicating a message. Consumers today are more sophisticated and susceptible to brand messages than ever before. Therefore it’s important to communicate an authentic message about your brand.

“Facts tell, but stories sell” - Bryan Eisenberg

Your company’s message architecture is not a random collection of words. It takes careful planning to position your strategy. Craft your business’s message architecture to support all of your brand goals.

Piece together your message architecture by creating a list of keywords that are relevant to your brand, then systemise the keywords to determine which words are most right for your brand. Finally, assemble the words into sentences that communicate your brand. Each medium produces a different reaction from your audience, so stories must be made to fit. You need to know which story to tell in which channel.

Customer response is about engaging people

Marketing is moving away from talking at an audience and focusing on transactions, to engaging with people and building lasting and personalised interactions. Brand storytelling has the advantage of making people understand, evoking emotional reactions and driving desired behaviour.

“Stories are the pixels of your brand image” – Shawn Callahan

Brand stories make it possible for you to access people’s emotions and tie them to your brand experience. Social networks fit perfectly for brand storytelling as they allow you to engage in an interaction that’s already ongoing, and connect with customers and convey experiences of your brand.

Brand stories are a little different from regular stories, which usually stop at the end. In storytelling for business, you want your audience to do something. The story ought to end with a what the listener/reader can do with what they experienced from the story. Continue to listen to customers as your story unfolds so that you can recognise the reactions of your audience. Your customers’ behaviour is part of your company’s story.
Christian Leborg

Christian Leborg

Christian Leborg is a visual communicator and branding consultant. He specialises in building brand strategies and brand identities. Christian has worked with several specializations within visual communication as well as teaching and being an author. Christian now works on his third stint as an entrepreneur.