Customers learn about brands through an array of devices and media—often simultaneously. They turn to smartphones or open laptops to investigate products they see on TV commercials, scan in-store display QR codes for more information, or use tablets to toggle between instructional videos at YouTube and technical specifications at websites.

That's why your brand needs a strong multi-screen storytelling strategy. And to get it right, Dirk Shaw—head of Social@Olgilvy West—recommends the following five principles for storytelling in a multiscreen world.

(Father and son looking at TV screens image courtesy of Bigstock)

1. Act like a publisher

If you publish without focus, customers get an unfocused message. To create a cohesive, compelling narrative, you'll need careful planning and a comprehensive editorial calendar.

According to social@Ogilvy: "The growth of social and mobile channels makes it challenging to tell a consistent story.... [T]o achieve...consistency there needs to be a single editorial strategy to align all social content to the global brand messaging, products and proof points."

2. Plan a multichannel narrative

Your story should advance the narrative—and give an appropriate call to action—however and wherever customers access your content.

3. Be creatively swift

With social media, customers have the power to influence or alter your storyline. It's important to respond quickly and cleverly, in a way that reinforces your story and your brand.

According to social@Ogilvy: "Acting at the speed of social requires a new creative mindset that understands how to create experiences that are social by design and can move from idea to execution in a rapid manner while staying true to the brand."

4. Use content to build relationships

When you consistently deliver valuable information wherever your customers look for it, you earn their trust and respect.

According to social@Ogilvy: "Knowing the audience, their needs and what they find valuable allows the story to be tailored in ways that are unique to the audience, platform and context."

5. Implement cross-discipline collaboration

Effective, on-message storytelling doesn't simply happen. You need the buy-in and cooperation of all your partners—internal and external.

According to social@Ogilvy: "To be consistent, swift and persuasive, a tight integration must be created within the organization and across agency partners."