From cave paintings and oral cultures to the printing press, radio, television, and the internet, our history as a species exists on the foundation of the evolution of how we tell our stories, and how we communicate. They are a part of who we are. And that’s why stories are a crucial part of your marketing and brand identification.
The brand is the narrative of your business, and featuring that story has a lot of advantages for your marketing and your business as a whole. Advanced marketing tells a story. Whether it’s a story of cost, customer service, or a more human tale, trends in an advertisement for the last few years have leaned heavily on storytelling. The effectiveness of these campaigns is usually based on your storytelling skills. Here, we’re going to dissect the concept of a brand story. We’ll explain to them, and describe why your business needs one. So let’s get started!
Storytelling is a great way to breathe life into your brand, and it should be a constant in any marketing strategy. It’s every bit as important as a quality logo and concise mission statement. Perhaps even more so! While there are other kinds of stories to be told in marketing, the goal of a brand story is to provide your entire brand an interesting background and relatable purpose.
A great brand story presents an artistic backdrop for customers when considering your products. Through crafting and promoting a great brand story, you’ll endear your brand to consumers for the long haul. A brand story is a cohesive narrative that includes the facts and feelings that are created by your brand. Unlike standard advertising, which is about showing and explaining your brand, a story must inspire an emotional feeling. Things that can influence your brand include your product, cost, history, quality, marketing, in-store experience, purpose, advantages, location, and most crucially what other people say about you!
Here’s why you most definitely need a brand story-
A narrative is creating around your brand already, with or without your interference.
A brand story can be positive or negative, and its implications can last for years!
By presenting your products and services an identification, and by capturing and sharing the stories, you bring your audience on a memorable journey.
For customers to form a personal connection with your brand, you need business stories that are genuine, creative, and inspirational.
Companies and brands engage audiences on many levels. An advertising message focused merely on a transaction or the 99-cent deals at your local grocery story are met with an instant yes or no reaction; most people will forget the ad some hours later. But, branded advertising that represents an authentic story engages people on a deeper level. This is what makes stories so great that they are memorable and lasting. A prospective customer will decide on whether to buy-in to a company based on its brand narrative. It makes sense, when considering your brand story and how it grows beyond the "you buy and we sell" policy and opens the door to connect genuinely.
A brand story doesn’t need to be specifically factual. The best ones will-
Motivate people, both inside and outside your organization
Show what your brand stands for
Include an introduction, a crisis, and a commitment
Be relatable to your target market
And support your organization to recognize the ideal customer
A great story has to be shared, told, and re-told. But, first, we have to create that brand story, that describes what we do, why we do it, how we do it. We have to bring our personalities and our experiences into it, and our goals and aspirations, Then we can start making connections.
A good brand story gives our brand roots, grounding it and securing it while giving it wings, and letting it soar. There are other perks to telling your brand story. If you aspire to be a premium brand, you have to have a great story. Your story makes the billions of choices that you make around value and luxury stick in the mind of the discerning consumer. Are you a decent choice? Then use the story to attract like-minded individuals. The story is often the secret sauce that makes a startup inspirational and a century-old company relevant.