Storytelling is central to human existence. We have been doing it ever since we started conveying ideas to each other. Despite all other changes, we have not changed much in this aspect. We connect to stories faster than anything else. This is why we often associate everything around us with stories.
This is also true in the business world. It is nearly impossible not to mention Tesla in a conversation about electric cars; why?
We know the story of Elon Musk and his technological innovations with electric cars. This is why we associate Tesla with electric cars. A story!
When it comes to marketing, stories have a very powerful role to play. This is the reason why brand stories have emerged as a black horse among marketing techniques.
What is a brand story?
A brand story is what people believe about your brand, based on the message your brand sends. It is the complete picture drawn by the feelings, facts, and interpretations people make about your brand.
A brand story is not just a narrative of your products or some content on your website or brochure. Each and every aspect of your brand must reflect its story. Your product, its packaging, the website you design, the people you hire, everything must validate your story and send the right signals out to the public.
Why do you need a story?
If you want to build a brand that is well received by the people and eventually be successful, start with your story. Having a very compelling story can increase your brand value. Without the story, your product will just be another replaceable item in the consumer market.
Now you don’t want that, do you? You want your product to stand apart in the market. In order to do that, tell them a compelling story about your product.
A brand story is about creating something that people care about. It is about earning their trust and making a special bond with your customers.
Your brand story is not just a story; it is the foundation on which you build your brand. The future growth of your brand depends on it.
There are a lot of inspiring brand stories all around us. Steve Jobs and Steve Wozniak with Apple, Sergey Brin and Larry Page with Google, Elon Musk with Tesla and Jeff Bezos with Amazon are some of the most inspiring brand stories we know.
Apple, Google, Amazon, and Tesla did not just sell their products; those are only a part of their story. A story will help create an emotional bond with your prospects before they start buying your products and can give loyal customers to your brand.
How do you tell your story?
There are no strict rules, but there are some guidelines that can help you build your brand story. The most important thing is to remain as truthful as possible, or it can affect your brand equity negatively.
Brand storytelling is not just about your company, It is also about the feelings and experience that your customers get while engaging with your products or services. Something that all-powerful brand stories have in common is that they consider their customers as their number one priority.
How to write a brand story?
- Find your hero. There has to be a main character in your story. Most often, it can be the founder of your brand. Start by telling your audience the history of your brand. Tell them why and how your hero started the business. Include interesting narratives and details. Give more emphasis to the ideals on which your brand is built. Understanding what had brought you to this point and where the company is going will help you write an effective brand story.
- Create a statement to show why your company exists. A brand statement is something you will want to tell the public, so make sure that you can stay true to it. Always remember that this is not a vision or a mission statement for the company. A brand statement should address the needs and problems of the customers and have a deeper value and implication. It goes beyond money and sets a better future to look forward to, driven by principles. It should answer the questions “Why do we do what we do?” and “How is it going to enhance people’s lives?”
- Build your story around the statement you made. A great brand story is concise and descriptive at the same time. It cannot be made up. Customers sniff out fakes in a heartbeat and you will be in serious damage control mode.
People will engage when your story is driven by a purpose. It invites the people to join you on your quest. Make your story engaging with inspiring narratives.
Brand stories have emerged as one of the best unpaid marketing techniques small businesses can use to build brand value. It connects the brand with the customers at an emotional level.
A good brand story can guarantee a greater value for your brand or product and increase your customer base. So, what is your story?