Brand story and brand stories have become an essential part of today’s business landscape, and they aren’t going anywhere anytime soon. But what are these stories that brands are telling? Do people even listen to them anymore? And most importantly, how do we go about creating the perfect brand story that will move the hearts and minds of our consumers?
What are some famous brand stories? we hear you ask… Glad you asked! Nike’s Just Do It, Apple’s Think Different, Toyota’s Let’s Go Places, and many others have cemented their places in marketing history as inspiring stories that actually resonated with people and influenced buying decisions.
You’ve likely heard of something called brand storytelling, but how do you know if it’s right for your brand? What are the different ways you can incorporate storytelling into your brand identity? And why should you care about brand storytelling anyway? Authentic stories engage people on a much deeper level. We’ll tackle these questions and more in today’s Brand Story. Let’s get started!…
The term brand story doesn’t have an accepted definition, but it could be considered a marketing communications concept that is part of a larger theory on brands and consumer psychology. Though it is often used interchangeably with brand messaging, brand story and brand message are two different concepts.
A brand story is what a company or organization tells its customers about why it exists and why those customers should buy from it. It’s narrative and dialogue, rather than simply a list of features.
A good brand story begins with your elevator pitch. An elevator pitch is what you would say to a client or investor in an elevator to describe who you are and what value you bring to the customers. What pain point you are solving, how are you the hero which will help customers reach their goals or desires? It takes all of your company’s strengths and turns them into one sentence, so when someone asks what do you do? there will be no stuttering or fumbling over words. Your elevator pitch should be easy for anyone to understand, but it also needs to capture why someone should care about your business.
How to tell a brand story? The key to creating an effective brand story lies in clarity and consistency. A good brand story tells you about who your company is, what it stands for, and what makes it different from everyone else. In today’s increasingly crowded marketplace, successful brands stand out by telling stories that resonate with consumers.
It’s important to know who you are in order to write a brand story. What is your company mission? Why was it created? Is it mission-based or financially based?
Does it use technology and innovation to reach goals, or create new techniques and tools? How did you build your business, and where do you want to take it next? Write down all of these key factors, because they will be incorporated into your brand story. Once everything has been outlined on paper, focus on telling that story through each customer touchpoint; from website design, email marketing and sales pages to social media engagement with current and potential customers – every touchpoint is an opportunity for storytelling!
Step 1. Start with your brand vision, values and purpose (and why you exist).
Step 2. Develop your brand story (in three easy steps).
Step 3. Tell your story to everyone who interacts with your brand so it can guide them through all interactions (online and offline) and be shared with others in a way that resonates in a positive, authentic way.
Don’t forget to keep it short, simple and use real people stories to engage customers.
We can’t always look at data and facts to determine our actions, but that doesn’t mean there aren’t ways to influence what we choose. According to neuropsychologist Daniel Kahneman Israeli psychologist and economist, Stories are also highly effective in generating emotions, which facilitates learning. This is why brands use stories throughout their marketing efforts to connect with audiences on a deeper level.
Make sure your brand story and company story is consistent from all angles. Think about every message you send out to your customer and try to stick with one cohesive narrative document every marketing process to keep the continuity of the story whatever marketing you are doing. This will not only make for a more uniform experience for your customer, but it will also leave an impression in their mind as well, which makes them more likely to think of you when they need a product or service like yours. It also leaves them with a sense of security, which results in a better overall experience with your brand.
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