The right brand story can have a tremendous impact on your business. Done right, a brand story will intrigue, engage, and delight your customers. The good news is that telling a compelling brand story doesn’t require advanced degrees in marketing or internet wizardry. In fact, it only takes four basic steps to tell a winning brand story: learn what makes up a great brand story; develop your own; share it with the world, and then repeat to keep the momentum going strong.
What is a brand story?
A brand story is the story of your company, your products, and your mission. It’s also the stories of your customers and employees. To put it simply: it’s all about you.
You don’t have to be big or fancy to have a brand story—just look at how Old Spice or Dollar Shave Club have built their business on telling compelling narratives about themselves that their audience loves to hear over and over again. The best part? Crafting these stories will keep you engaged with your audience throughout every step in the customer journey—from attracting new prospects and nurturing leads into paying customers to creating long-term relationships with them after they’ve made their first purchase from you.
Why is it important?
The brand story is the narrative behind your brand. It’s what makes people want to buy from you, visit your website and connect with you on social media and other channels. The purpose of the brand story is to show people why they should trust you.
A strong brand story will help you engage customers and stand out from the sea of competitors.
How to tell your brand story
Lots of businesses these days have an “About Us” section where it typically lives. We’ve all read some truly inspiring stories about who, why and how certain businesses have been set up. It really does not have to be complicated. It’s a summary of why you set the business up – did you see a gap in the market with your product? Maybe you turned your favourite hobby into a business. How has your story evolved over time? Building a story that customers can emotionally invest in is the goal here, if they’re invested, they’ll remember you.
In case this is too much information in one go, we’ve designed a checklist for you to follow-
- What kind of story do you want to tell?
- What specific character are you going to use?
- Where does the story take place?
- When does the story happen?
- Find your story elements.
- Build your storytelling arc (beginning, middle and currently).
- Share your story with the world.
That’s it. Those are the steps you need to take when telling your brand story. It’s a simple process, but not an easy one. It requires time, effort, and critical thinking skills. But once you have your story down pat, you can start telling it—and then selling it—everywhere: on social media, in emails to customers, even in-store, or on phone calls with customers who want to know more about what makes you different from the competition.
While you’re here, why not take your marketing health check right now to see where your strengths are and discover new room for growth and opportunities.
Want some more marketing knowledge without the technical jargon? Check out our other blogs: