Craft Your Brand Story in 8 Simple Steps
Updated: Jul 28, 2022
When companies interact with customers, they often make an effort to be personal and pay attention. This is because it makes people feel like their needs are being taken care of by the business in a way that no one else can do for them personally. It is no secret that having a good rapport with customers can make or break your company. Today's businesses need to be able build connections fast if they want any chance at building trust from potential clients in order gain recognition, rewards loyalty and success within their marketplaces which will lead them on the path towards profitability. By now, you’ve heard the importance of content marketing in business planning. But it's not just important content is critical to driving sales today. Successful businesses succeed by differentiating themselves from competitors with their own appealing story and image: a winning combination for any company looking to grow its revenue stream. Content marketing is a complex but helpful strategy that can be used by businesses to increase brand awareness, attract interest from potential customers and build conversions. Content must go beyond what’s in an email or article on your website for it all come together as part of one cohesive campaign. The content marketing landscape is constantly changing, with new strategies being developed to trigger customers’ purchasing behavior and increase conversions. The trend of brand storytelling is quickly becoming one that marketers worldwide are picking up on. Unlike traditional advertising, which seeks only to inform people about your product or service by telling them what it does for you offer customers with no emotional attachment; story-telling aims at capturing their attention span while also establishing personal connections throughout the target audience in order to build trust among potential buyers leading into conversions later down the line. If you’re wondering how to tell a story so that it sears your brand into people’s memories, this article is for you.
What Is a Brand Story?
Company branding is an art that takes time and patience, but if you’re looking for some quick wins, then storytelling or writing your company's history are certainly not enough. Your company's story is more than just the history of its establishment and operation. A successful brand narrative will tell how you're making an impact in people’s lives, too. A brand story is a engaging, entertaining piece of writing that helps you connect with your customers on an emotional level. It's more than just history; it speaks to what makes the company unique and why they matter in society today. Storytelling is an innovative form of advertising that tells your customer's story in such a way where you can talk about what makes the business unique without mentioning their brand at all. Instead, emphasize how they make things easy for customers by telling stories about experiences and principles shared among members within the community or company. Your brand story is much more than a piece of writing. The message you send to people – if written correctly – becomes word-of mouth advertising for your company, and even those who are not clients yet will be exposed through real customer experiences that they read in publications.
Who Are the Authors of Your Brand Story?
Brands are always on the lookout for feedback. Why? Brands want to know what customers think of them, their products, or services - they'll use this information as a way at getting people talking so that word spreads and builds up brand awareness. In a world where people had no way to access information other than through the company's strict filter, changing what was going in one direction became revolutionary. A decade ago, businesses were seen as machines with products for sale and consumers-just another transaction between them; now customers know their value which means that corporations compete over every client because power lies within words alone.
Your Voice Matters
However, it is wrong to assume that companies are helpless. They still can lead their brand story by setting the mission - which means every company should know what values they hold most dear and develop a voice for themselves. Apple stores are always crowded, with queues of people waiting for their new products. Many will pay up to $800 and more just so they can buy an iPhone from this company that represents innovation in a way few others do. The reason why people choose such high pricing isn't because it has cutting edge technologies but rather due the message sent by being associated as "in". This means that in order for your product or service to sell, you need a voice which speaks directly with potential customers and defines social value behind the business. This will speak their hearts and minds, so they feel attached while experiencing it through values, interests, aspirations, and need. In most cases price isn't as important because people want what's best according to top brands who care about them.
How Do You Write a Compelling Brand Story?
A great way to get your brand recognized is through storytelling. The following 8 steps will help you create an engaging, informative story that everyone can relate too and motivate them into buying from you!
1. Define Your Mission and Brand Personality
It's important to clearly define your business mission in order for customers and the general public alike can understand what it is that you are trying to achieve. It'll also make success feel more personal, which might encourage people who would otherwise be indifferent or opposed (because they just don't know) into becoming supporters of this cause. When you have your mission statement and values, identify what makes the business unique in its marketplace. Then use this to develop a personality for your brand with an engaging story that conveys your brand’s core beliefs.
2. Make It Appealing
The best way to make your story appealing is by making it human. It's important that you start with the motivations, impulses and emotions behind what drives us as humans - which will help our customers see past any business jargon they might be used in contact or find themselves feeling more connected because we're not just a faceless company but real people too. You can make your company's story even more engaging and human by adding case studies or employee stories to it. Wholefoods does this well on their website, as shown below- depending on what you value most in your brand narrative.
3. Study Storytelling
A story is the way that brands are built. To write your own brand narrative, put main characters and some critical details at its core then end with a revelation about who you really are so people will want more from you. Grabbing your readers' attention is important for any good story, but it's even more crucial when you're trying to sell them on something. Your potential customers will research the brand if they feel like there might be some conflict or issue with what we've written in our content- so make sure that whatever comes out sounds convincing. Take away the boring parts and focus on what makes your business unique. Make sure to include all important information in an interesting way so that people want more.
4. Make Up Your Main Characters
The power of storytelling is undeniable. It can be found in books, movies or even real-life stories that are told by people with their own voice and role they play on stage but share the same goal: to make you feel something. Ronald McDonald may not actually exist (he’s purely symbolic) however his character has been acting as an ambassador for decades before content marketing became popular - just like how brands do now too.
5. Add Visuals
The problem with written stories though is that they can be hard - sometimes even impossible-to read when there are no visuals or other enhancements included in the text itself. That’s where an engaging photo comes into play: by adding images, you not only make your story more vivid but also help people retain knowledge better because visuals stand out much quicker than words do alone.
6. Stay Consistent
You can't be too careful when it comes to maintaining the values you claim, so stay consistent and avoid any contradictions. Your customer relies on his or her senses; if they feel as though those trust was violated then there's a good chance that part of your audience will evaporate into thin air.
7. Make a Difference
Your brand story should hint at the problems you want to solve. It's great if your company has actually solved these social issues in a meaningful way, or are trying right now as well.
8. Activate Your Story
Okay, now you have a story. What’s next? Now it's time for the important part - sharing your brand with potential customers! You need activation in order to do that and there are many ways of doing so like through websites or social media posts (or all three). Choose one way as best suits what works well with how often people see these channels where they may come across something new from their favorite brands.
One of the most important aspects to remember about your brand story is that it should be read by everyone involved in marketing. A well-written brand story can help you come up with new advertising ideas and campaigns which align themselves perfectly towards what customers want from their purchases, as well as helping them understand where all this work benefits them.
The process of crafting a compelling brand story begins with the understanding that you are writing for people, not just pieces. This means investing time into researching your target audience so they can connect on an emotional level--their history is what shapes them now and helps define who they want to be in future endeavors; it's important take this step before anything else because if there isn't any connection then how will anyone care? It also helps tremendously when coupled together by sharing values & ambitions as well-rounded individuals oftentimes.
This is your one opportunity to tell the truth about who you are and what makes everything else worthwhile. Your brand story needs be honest, simple yet powerful in order for customers can relate with it on an emotional level, so they’ll trust not only themselves but also recommend others too.