Tell your brand’s story

Tell your business’ story online.

Introduction to 'Tell your brand’s story'

So you have an audience and an online channel. What do you want to say to your audience? And how are you going to say it online?

A large part of this is knowing more about your audience. What will appeal to them? What turns them off? Knowing what you want to say, and the people you want to say it to, are key to getting your message across.

In this lesson, we’ll take you through the different ways that people take in information. We’ll show you how to use each of these ways online – and why sometimes, it’s good to use more than one of them. You’ll feel more able to simplify and land complex messages in a way that works for your audience.

Chapter 1 - Knowing your users

Seeing things through the eyes of your audience

To grab – and keep – our users’ attention, we need to see through their eyes. That’s why it’s so important to think about your target audience when communicating online.

It doesn’t matter how strong your message may be. If you express it in a way that your users can’t relate to, they won’t even try.

For example, look at this photo.

Think about your experience of the photo.

Consider these questions:

How does it make you feel – happy, sad or indifferent?
Does it make you think of past times or long for new experiences?
If this was part of an online story, would you want to find out more?

Now think about your audience

Do you think this would appeal to them?
Would words or graphics tell the story more clearly?
Would a video work better for them?

Introduction - Tell your brand’s story

Chapter 2 - Sharing information

Different ways to share information

There's lots of ways to tell your story online. You might love bold visuals or an upbeat soundtrack. Maybe quotes from happy customers, with photos to match? With so much choice, let's look at the different formats.

Visual content

When you skim through a web page, what stands out? Let’s think about the different types of visual content.

Text

People who like to read text will take time to look at each word and phrase. Then they’ll reflect and process that content. So, think about the words you use, and how others might interpret them. Text that is clear and easy to read will keep them with you.

Mix up the formats to avoid a ‘wall’ of text. Use bullet points or numbered lists when they fit your story. Add quotes from happy clients.

Pictures

Some people prefer pictures to text. They might find reading hard, or get put off by lots of words. And sometimes, the right image can get your message across faster than a paragraph of text.

You could use photos to show examples of your products. Or icons to convey the different services you give. Maybe some illustrations would draw your audience in as you tell them what your organisation does.

Diagrams

Some of your users get all they need from charts and graphs. They might want to focus on the facts or the numbers. Or maybe they like the order and sequence of a structured diagram. A nice clear infographic could help them make sense of what you have to say.

Of course, this does all depend on your content. Think about what you’re trying to say. Can you explain this in a diagram? Highlight growth or success with a graph? Would an infographic show the different services you offer? This may not suit everyone, but it’s worth exploring.

Audio content

There’s more to our online experience than the visuals. Hearing a piece of music or listening to a lively debate can really engage our audience. Sounds can stir feelings and bring back memories. They can inspire, excite and draw people into your story.

There are different types of audible content:

Who benefits from audio content?

Some people with visual impairments use assistive technology to read online content aloud to them. It’s how they access this content. Can they do this with yours? It’s good to check both text and visuals when you’re making your content accessible.

It’s not just people with impairments who benefit from audio, though. Anyone can prefer audio, for any reason. They might like to listen while they’re doing other things, or they may find it easier to understand than text.

Audio, visual or both?

Most of us enjoy online content in a range of formats.

If you need to influence a small group of users, get to know how they like to absorb information. This can really improve your chances of them connecting with your message.

This isn’t so practical for a wider audience. Yet, you can still appeal to most of them through an integrated approach. This means using a mix of the formats we’ve talked about so far. The aim is to create content that appeals to everyone, so no one gets left out.

One way to do this is to use multimedia. This means combining formats – like having videos that include visuals and music or voice. Think YouTube and TikTok.

Remember:

Chapter 1 - Knowing your users

Chapter 3 - Mixing it up!

Why you should mix it up

We’ve learnt that people like to take in information in different ways. And that they may like more than one format. Now we’ll see how using a range of formats can work for your story – and why it’s sometimes good to mix things up.

What you’re saying – and how

In the last chapter, we looked who you want to talk to. Now it’s time to think about what you’re going to say to them. Finding the right way to tell your story will depend on what that story is.

Where do you go online for facts or news? Maybe you have a preferred news or reference site. Think about how that site presents this information. How about when you want a bit of online entertainment? What is it about your favourite app or social feed that gives you what you need? And if you’re in a hurry to buy online, where do you go, and why?

Thinking about this can help when you’re figuring out what you want your user experience to be. Do you want to share just the key facts? Make it fun? Do you give them a quick and easy way to join, support or buy from you?

Getting the tone right for your content is key. You can help this by picking the right format.

Different formats at different times

We sometimes want information in more than one format, especially when we’re making a big decision. Let’s look at an example.

Homebuying

Buying a house is one of the biggest decisions we ever make. There’s a lot of risk and uncertainty. You wouldn’t buy a house after just seeing pictures, would you? And reading the details about number of bedrooms and room sizes isn’t enough either.

You need different types of information at different times.

Only once you’ve done all these things are you able to take the next steps – maybe making an offer on your dream place! This is why you need to know how your users like to receive information at each stage of their contact with you.

Where do your users focus?

We’ve talked about when your users connect with you. Now let’s look at where and how they focus their attention.

If you have a mix of content, think about where you place each item on your webpage. What’s the first thing you want your users to see, before they scroll? The content in this top area may make them scroll - or just move elsewhere. So give them something here that makes them want to find out more.

Getting the balance right

While a mix of formats can engage your audience, it’s good to have some consistency too. Too many different formats may lead to a messy-looking website. It can confuse your users, too.

So, how do you get this right?

Think about the purpose of each format you use

Do you want text for your key information? Videos to add personality? Be clear about what each format means, and stick to it.

Choosing your picture formats

If you’re using pictures, try to keep to one or two formats. For instance, you might pick icons to highlight a key message and photos to showcase your products. This will help your users get to know what the different formats mean, and avoids overwhelming them. It also gives your site a clean, professional look.

Chapter 2 - Sharing information

Chapter 4 - Tips for telling your story

A few words for your audience

Including text or the spoken word? Here’s a few tips to help get your message across.

Select each tip to learn more

Assume nothing expandable section

If you assume your users know what you're talking about, you'll soon lose them if they don't. Just because you understand something, doesn't mean that anyone else does. So steer clear of complex, industry-specific or technical terms. Keep it clear and simple.
Avoid acronyms expandable section

It's easy to slip into the habit of using acronyms. You might use those 3 or 4 letters together all the time. But your users might not know them, or they might be unsure about what they mean.

If you do have to use them, always spell them out the first time you use them. Do this even if you're sure your audience know what you mean.
Be concise expandable section

We're used to consuming information in small chunks. Think X feeds and 60-second videos.

So don't include absolutely everything. There's probably a lot you want to say, but bombarding your audience with so much in one hit isn't a good idea. They'll tune out, skim over that post or go elsewhere.

Ask yourself: what do you want them to think, feel or do? Focus your content on that.
Craft stand-out headlines expandable section

Start with an attention-grabbing headline. If it intrigues people, they'll read on. Spark their curiosity. Or make your headline appeal on an emotional level.

But keep it relevant to your message. While people will scroll if they're interested in the subject, they need to be invested to do this. So make sure you outline the key points straight away.

Visual tips for artwork and pics

Using images helps break up your text, gives useful cues for non-readers and is a powerful way to get your message across. Here are some of our best tips for all of your visual elements.

Top tips:

Chapter 3 - Mixing it up!

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Introduction to 'Tell your brand’s story'