The Ultimate Guide To Creating your Brand Story.
Brand Story and Brand Storytelling is a buzzword these days. Although its overuse might make you think it’s indistinct, or even outdated term, there is actually a good reason for the popularity of stories among entrepreneurs, brands, and businesses.
As human beings, since our childhood, we’re taught to remember stories. Children stories and nursery rhymes teach us life lessons that are designed to help us grow into better people, that’s why we accept stories as a useful source of information.
The stories that we learn from throughout the years continue to have an impact as we get older. While we might not remember every detail of all the tales we hear over the years, our brains, in fact, hold onto narratives more easily than facts.
Our brain responds to the descriptive power of stories in deeply affecting ways. When children read stories that contain feelings it helps them better understand and accept their own feelings. It helps them understand that there are other children who feel the same way and they are not alone.
The power of storytelling in marketing might not be much of a revolutionary idea, but it’s one that’s growing more popular by the day and I would say its even our Most Valuable Marketing Tool too. If you want to build a successful, sustainable business, a brand that will garner loyalty and, if you’re lucky, become loved, you have to start with your story.
When someone hands you an Apple product they don’t have to say a word—you just know. And yes, the glass staircase and the capital ‘G’ Geniuses are part of their story too.
In today’s crowded marketplace and with so much choice out there the art of storytelling is an important skill for any brand to learn. In order to earn the limited attention of consumers, we have to connect with them on a deeper level as simply shouting louder or more regularly than your competitors is not enough anymore.
Businesses can spend hundreds of thousands of (£) pounds on marketing, social media, and content creation, but all of that is pointless without a solid brand strategy. Consumers need to feel some sort of connection to the brands they interact with. That’s where storytelling comes in.
At its essence, a story isn’t really about your company. Your company is the construct, but the goal of the story is to create a valuable connection with your customers. You should tell your story in such a way that it tells your customers we relate to you, we understand you, we are like you.
The story shapes your reason for existence. Why does your business exist? This is, however, an area that many brands struggle to get right. How should they look to balance the telling the story of why a brand does what it does, with the gumption of actually promoting specific products or services?
The answer to that question requires that you tell a story. Consumers want to feel not only like they are getting a good product, but that they are getting it from a good brand just like them (as humans we simply assume that we’re kinder, more honest, more realistic, more wholesome than those around us). Brands are now more than their price points, they are living, breathing entities with personalities, goals, and values.
Ultimately a brand’s story is not just something businesses should refer to every time they launch a marketing campaign or issue a press release. It should be the foundations on which a future growth strategy is built on.
So how do you get started when you want to use your Brand Story and storytelling as a marketing tool?
First, you need to understand that your brand story consists of four major concepts:
1. What does your brand say about itself?
2. What does your brand do in the world?
3. What do others say about your brand?
4. How people interact with your brand?
Your brand story represents who you are and what you stand for. It sets the stage for every interaction customers have with your brand, in-store and online. Moreover, it goes far beyond your website or the story of how you were founded. It resonates with your employees and with customers, cultivating a community of brand advocates who stand behind and support your story.
Now when we made it more or less clear what brand story is, it’s time to pick up a pen and paper and start writing.
Take a notepad and write your past, present, and future story.
The tale of your organization and brand begins with the author and why he or she began the business in the first place. Save no detail, and compose this story from the earliest starting point as a recorded company record. Incorporate stories, fascinating facts, and a declaration of what has brought the company to this point.
Every incredible brand story considers the reason and dream that birthed the organization, and understanding what has conveyed you to this point and where the organization is going is a solid place to begin. Feature the parts that uncover the motivation behind your company, and you’ll be prepared for the stage two.
Build up an announcement, to sum up why the organization exists. Your brand statement is something you’ll announce to the external world, so you need to be innovative and don’t hesitate to have fun with it.
It is neither a mission statement nor a vision statement; a brand statement considers what is important to your clients and partners and the more profound reason for the organization. It goes beyond the money you want to earn and sets an ideal future to reach for, driven by values. It asks, “Why are we here?” and “How are we making the world a better place?” By responding to these questions, you’ll set the foundation on which you’ll build your statement on.
Now, compose a story around that announcement. The announcement that you made above turns into the beginning stage for what will end up being your brand story, and you’ll compose a one-page record to support it.
An awesome brand story needs to be compact and tell the story of your brand, including where you’ve come from and where you are going to. A great brand story must be true, authentic, honest and legitimate. Customers sniff out inauthenticity instantly and will punish you for it.
A great brand story must also be deep-rooted in purpose. When there is a purpose driving your story, people engage. It welcomes the crowd to be part of where you are going and is written in a friendly tone. It shares your heart and why you do what you do, and as a storyteller, you need to figure out how to tell it masterfully.
I have a story. So now what?
You have to know how to share your story, where to share it, and how you can utilize it as a platform for advancement. To start with, you have to be sure that your image is adjusted to your story. Review your content, the brand assets you have, and your brand touch-points to blend them with your image around the story.
Now your Brand Story is Ready!
For it to be authentic and legit, and believable, it also needs to be consistently told which brings us to the next step, sharing your story.
There are now more avenues for sharing stories than there were before. We have social media, brand videos and podcasts, digital audio, and more. Opportunities are everywhere.
No longer it is purely through advertising or journalists producing articles. Today, a brand’s story can be told just as effectively through social media and crowd-sourced content. Even your customers can help you to tell your story.
Getting your target audience involved is like handing out the mic at a conference. People love to step up and give their opinion. Customers and prospects providing input are not only valuable for your market research team but now can be used as a content marketing source to attract others who feel the same way. Plus, giving your customers their 15 minutes of fame creates a bond that’s hard to break, making them naturally more loyal to your brand.
That’s it! You are ready to rock the world with your brand story now but if you think this is a lot of work and you can’t handle it by yourself, we understand you.
Being a business owner means, you juggle many balls in the air – and with only 24 hours in a day, it can be difficult to focus on marketing your business. And it’s easy to get overwhelmed by all the marketing strategies and tactics we should engage in. But we have a good news for you, If you are ready to take the next step whether you have a shiny new idea in need of a branding or an established business in need of some fine-tuning (even a complete refresh), we’re the team who can take it even to the moon.
We develop brand concepts tailored to the digital era and integrated communications that help our clients stand out, connect with their customers and stay relevant.
So don’t hesitate to contact us. We will be thrilled to hear from you. Our inbox can’t wait to get your messages, so talk to us any time you like.