Why is brand story important? Well, according to the late cognitive psychologist Jerome Burner, he suggested that messages that are delivered through a story are 22 times more memorable than just facts. And there’s no denying to its claims. This is why the world’s biggest brands, such as Toms Shoes and GoPro, focus on a great story. And this is further supported by today’s customers who are buying from a product or service that represents something. Here we have compiled a list of 6 most vital ways to creating a captivating brand story.
1. Tell an Actual Story
The most effective way to sell your brand’s story is to adopt specific plot beats, a conflict, and a climactic resolution. Your conflict could be whatever issue your organisation is designed around solving, and your climax could be a major milestone your company reached.
In a nutshell: As long as you remain fascinating and avoid outright lying, it can be effective to play up some events for the purpose of engaging storytelling.
2. Reiterate the Values Customers Care About
Forget about your initial idea and the brand’s evolution. To most customers, it’s not compelling or important. Rather, what they want to hear is your company’s mission and purpose. They want to know your goals align with theirs before they’re ready to support your brand.
In a nutshell: If your customers do not feel valued and moved by your brand story, it may turn them off completely and this is the point where they start considering your competitors.
3. Focus Your Customers as the Heroes
Try to incorporate an element of social good into your stories – whether that’s giving back to communities or fostering sustainability or helping consumers find their best selves. The brand story should involve your customers and how you help them through the journey with your product or service.
In a nutshell: The end goal of any brand story involves the customers transforming into the hero. This is one way of truly earning the respect of your customers in the long run.
4. Redefine an Experience with your Brand
A good brand story is good in part because it has something to say – and, many times, that’s because the brand itself has taken an experience or an industry and turned it on its head. And one way to do that is to elicit an emotional reaction that builds a meaningful connection.
In a nutshell: A narrative inspires an emotional reaction that leads to a connection, which may resonate and lead to a conversion.
5. Offer Authenticity & Value
A captivating brand story requires two things: authenticity and value. What value can you provide your clients that your competitors can’t? And, how can you relay that message to them in an authentic way that humanizes your company? People identify with brands who tell stories they can relate to.
In a nutshell: Always remind yourself with these questions: “Who is my target client?”, “What impression do I want people to have of my business?”, “How do I want my clients to feel?”, “What makes us different?”
6. Foster a Community around Your Story
Building a community around it is essential. For your brand story to attract and engage with your audience, you have to first build a community around people with similar interests. That way, you’ll understand your target audience and what forms of content will appeal to them the most.
In a nutshell: You know your brand story, but the most important part when creating it is understanding how to effectively express that to your audience. If you unlock that, your growth potential is unlimited.