Using storytelling to build emotional connections

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Brand Voice – Decide on a tone that speaks to your target audience (e.g. formal or informal?) and that all your communications will adhere to.
Style – Sticking to the same aesthetic (e.g. color schemes, etc.) throughout your brand makes you more recognizable.
Visuals – Will you be using infographics, images, and videos in your content? If so, make sure they consistently match your brand style and reflect your brand values.
Develop a recognizable visual identity
The more recognizable your brand is, the better Brand Awareness you will have among your target audience and the more likely they will think of you the next time they purchase the type of products you sell.

Ideally, a potential customer should be able to recognize your brand from a quick glance at a logo or similar visual symbol. Think of a brand like Amazon; everyone recognizes that curved arrow logo when they see it on the side of a delivery van or printed on a cardboard box.

If every customer who sees that arrow is then inspired to go to Amazon and buy something, well, there's a reason they're one of the largest companies in the world.

Create engaging, high-quality content
Content marketing for SaaS , and many other industries, is incredibly important. It can be all advertising data too tempting to produce an endless stream of content to try to grab your audience’s attention. Unfortunately, this can actually end up damaging your brand.

If your audience consistently sees low-quality, spammy content, it’s likely that their perception of your brand will suffer. Alternatively, if the content they see from your brand is authoritative, well-researched, and well-written, they’re more likely to see you as a trustworthy company and an expert in their field.



As humans, we love a good story. Being involved in a continuous narrative will definitely grab our attention, build emotional attachment, and keep us engaged for longer.

Try telling a story through your digital channels. You could do this in long-form written content like blog posts, but you could also use videos or infographics.