Brand story has become the most popular marketing method today. Telling the story of your company, your products, and what you have to offer in a way that will resonate with your customers has become crucial. That’s why it’s important to be intentional with how you communicate the story of your brand.
Brand story experts can help you aware your customers in the simplest possible ways. You can enlighten them on what sets you apart? Why should people choose you? As a business owner, you must want your customers to remember about your brand. Now the real brand story challenge is how to tell your brand story effectively.
Your company’s story is one the most important aspects of branding that sets it apart from other companies. It’s not enough for customers to know that you offer high-quality products and services. They need to know why they should choose you over the competition.
But creating a brand story can be difficult without the right insider knowledge. There’s a lot of pressure on marketers today to create an engaging narrative for their brands like Nike’s “Just Do It” campaign or Apple’s “Think Different” campaign. You can also create stories beyond traditional advertising and create a brand for you with proper guidance.
This article will walk you through the journey of building brand stories in the most effective way. But let’s start with the basics:
What is a brand story?
A brand story represents your company through a series of stories about your brand or organization. It can be described as the vocal display of all the things, values or morals that the organization stands for.” A well-crafted brand story can make a brand very successful by establishing its identity.
By creating brand stories, companies give a perspective on their products and services and connect with their customers. They can relay key facts about their products and services and how they can be used to make a difference in someone’s life. So, try to understand your brand story before you start building one for your company.
A brand story captures the essence of your company. It showcases how you communicate with your customers, prospects, and stakeholders authentically. An effective brand story will help you build a deeper connection with your audience. It is a unique narrative that portrays the story of how your company was founded, what it stands for, and what the future holds for it.
Why do you have to tell your brand story?
The most important question marketers ask before they start telling their brand story is: “Why do I have to tell my brand’s story in the first place?” Here are some good reasons to tell your brand’s story. A brand story is a powerful tool for attracting talent, customers, investors, and partners for your organization.
Customers want to know about the product and the company’s authenticity. They don’t want you to lie to them. Tell the story of your brand’s journey that creates an emotional connection of your brand with the audience. A great story should be part of your customer journey. You can incorporate the brand’s story into your sales funnels, emails, and more.
What makes a great brand story?
The first step in doing effective brand storytelling is developing a story that entices your customers. For example, BMW’s mission statement is to “provide the customer with an enjoyable drive,” and their stories are about “driving passions” and “driving ahead.”
You can take your customers’ stories and make a brand story relevant for all and reflects the customers’ experiences. Second, you should collaborate with your employees to come up with something interesting. Internal brand story is also a good option. Your company always has plenty of stories about how people interact with your brand; use it to your benefit.
How to create a brand story?
For those of you who are wondering how to tell a brand story, it’s hard to explain how to do it in simple terms. The best way is to break it down into simple steps. Start by knowing your target. You need to know your audience, their choices, interests, and preferred platforms for interaction. Many marketers focus on creating their stories to appeal to one specific audience. Unfortunately, this tactic might be ineffective, so focus on a broader target.
You should ask your audience what stories they like to hear about your brand story. These stories should be rooted in experiences. Your target audience is likely to respond to the stories of people who have shared similar experiences. For example, Nike’s first “Just do it” campaign created an emotional bond between its audience. This is the reason why this campaign is still powerful today.
Why is a buyer’s persona creation important before creating the brand story?
A customer persona is a set of information about your target audience in terms of demographics, interests, emotions, and associations with your company. It helps marketers analyze an audience’s attitude, needs, and buying habits. Brand stories can benefit big time from the buyer’s persona. By understanding the mindset of your audience, you can fine-tune your brand story.
Hence before creating a brand story, try to know the persona of your prospective customers and their buying habits. A brand story can create more excitement and curiosity among your audience if you know how to trigger them. It can also provide more ways to interact with your brand, such as sharing stories on social media platforms. It increases a customer’s trust in your brand.
What are the elements of the brand story?
Your brand story helps you tell the customers about your company uniquely and excitingly. Hence knowing the basic elements of storytelling is important. You must have come across many interesting brands which have a great story behind them. Even those brands follow the basic elements of storytelling.
These elements of storytelling are:
Read through the 5 essential elements of brand story to get more insights on the basics of storytelling.
First and foremost, remember that you’re going to be telling a story, so having character is the most important aspect. Who is the main character of your story matters? As a marketer, you know that your story should talk like a person to humanize your brand. It might have been over a decade ago.
Characters can be the founder, customers, or employees. Use your business stories to create an interesting character around your story. Try to show the character facing the same problems as your target audience might be facing.
The easiest way to create an interesting brand narrative is to let customers feel the conflict. Customers are always hungry for conflict. People like products and services that solve their issues. Using conflict to make a sensible and logical connection is a great to attract customers to your brand. Tell your audience why they should choose their product or services over the competition in a subtle way.
Create a scenario where you would share your solution that helps the readers in real life. Describe in as much detail as possible that becomes the subtle promotion of your brand. Develop a common set of values that your company shares. Establish some key issues that your company solves.
The storytelling process for brand story
At this point in the article, you may wonder what steps are involved in telling your brand story. What’s involved in this whole process? How does one craft a brand narrative that would resonate with your customers?
To understand the detailed storytelling process, read through the Power of storytelling: Why and how you should tell a story for a thorough understanding.
Create a master story that helps you understand your business better. It should take your company to new heights. To create brand loyalty, a strong story will help that speaks to your customers and builds a strong relationship. Use all potential social media platforms for active engagement.
Storytelling doesn’t have to be complicated; you can draw stories from your own life or business experience. Taking inspiration is the easiest way to build a strong brand story.
Customers don’t take you seriously if you lack a human touch to your companies that storytelling helps achieve.
Create a story that is worth a read and increase your business with higher followings.