How To Write a Brand Story.
Brand stories are one of the essential tools a company has in its marketing arsenal; a successful brand story can mean the difference between a brand becoming a future icon or becoming yesterday’s news.
A great brand story is a way to connect with customers emotionally; creating a brand personality can create an emotional connection that can lead to customer loyalty and evangelism from your customers.
A well-told authentic brand story can also help differentiate a company from its competitors and make it more memorable; the most compelling brand stories in the business world lead to powerful brands being born.
Whether a small business or a global enterprise, your brand has a story to tell. And if you want to sell your products or services, that story must be compelling.
It would be best to articulate what your brand stands for, what the brand promise is and why someone should buy from you. That’s where brand storytelling comes in.
What is a brand story, and Why Would you need one?
Brand storytelling uses narratives to connect with your target audience and communicate your business values; a brand story can also apply to a personal brand.
A brand story is the narrative surrounding a brand and helps shape its identity.
This can be used to connect with your customers on an emotional level, providing them with a deeper understanding of the brand and its values.
While every brand has its unique story, there are a few key elements that all successful brand stories share.
First and foremost, a brand story must be authentic. It should be based on the brand’s natural history and core values, not something made up for marketing purposes.
Second, a brand story should be compelling and easy to remember.
And finally, it should be relevant to the brand’s target audience.
Ultimately, a brand story is essential to any successful marketing strategy.
By developing a solid brand story, businesses can create a lasting connection with their customers.
When done well, it can be an incredibly effective marketing tool. But how do you write a brand story that sells?
Here are some top tips to get you started.
How to Write a Brand Story that Engages your Customers.
Any good brand story will be built on core brand values.
These are the core beliefs that guide everything from the product itself to the way it is marketed.
Before you can start writing your story, you need to take some time to define your core values and your brand narrative.
What does your company stand for?
What are the guiding principles that inform everything you do?
Once you clearly understand your core values, you can start writing an authentic story that will engage your customers.
Your story should be more than just a recitation of facts; it should be an emotional journey that speaks to your brand’s core values.
Take the time to craft a story that will resonate with your audience, and you’ll be well on your way to creating an engaging brand story.
The Different Elements of a Brand Story.
Regarding marketing, a brand’s story is just as important as its products or services.
After all, brands are more than just a collection of products or services; they also have values and unique identities.
Many elements can make up a brand story, but the most important ones include the brand’s origin, mission and values, and connection to its customers.
By including these elements in their marketing, brands can create compelling stories that will resonate with their target audience.
Tips for Telling your Brand’s Story in an Authentic Way.
In today’s cluttered marketplace, it’s really important to tell your brand’s story authentically.
Below are some tips to help you do just that:
1. Be True to Yourself.
The first step is to be clear and concise about who you are and what you stand for.
What are your core values?
What makes your brand unique?
Once you have found the answers to these questions, it will be easier to stay true to your brand identity and communicate it clearly to your audience.
2. Be Authentic in your Storytelling.
When you’re telling your brand’s story, make sure it’s coming from a place of authenticity.
Don’t try to be something you’re not or exaggerate the truth; instead, focus on conveying your message in a way that feels genuine to your brand.
3. Keep it Consistent.
Once you’ve found your voice, stick with it! Consistency is vital when branding, so make sure all of your communications reflect your brand’s unique personality.
By following these tips above, you can be sure that your brand’s story is told in a way that is both authentic and engaging.
Examples of Brands with Great Stories.
According to marketing experts, one of the keys to a great brand is a great story.
A brand with a strong narrative and compelling stories can connect with customers emotionally, inspiring loyalty and promoting word-of-mouth marketing.
Here are just a few brand story examples:
1. Nike.
Nike is one of the most successful and recognized brands in the world and has a great example of a brand story; it began as a simple shoe company with a single pair of running shoes.
The world-renowned sports apparel company started with a simple pair of running shoes, in 1971, Phil Knight and Bill Bowerman founded Blue Ribbon Sports, which would later become Nike.
Today, Nike is known for its innovative products and cutting-edge marketing, but it all started with a humble beginning and grew into the behemoth it is now.
The company’s first products were running shoes, sold out of their car trunk. From there, Nike grew into one of the world’s largest and most successful brands.
You can see that Nike has a rags-to-riches story; going from selling trainers from the back of a car to becoming a billion-dollar enterprise is a story everyone wants to hear.
The brand story here resonates with the underdog winning, a story that people can connect with. Many people like to root for the underdogs.
2. Harry Potter.
The Harry Potter franchise is one of the most successful in history, and it all started with a single book.
Since then, the story has been brought to life through movies, video games, and theme parks, captivating millions of fans worldwide.
But again, this is another brand with humble beginnings; the author JK Rowling was rejected 12 times before a publishing company finally signed the Harry Potter book. This is a story of perseverance and never giving up, again, a story that we all like to relate to.
3. Apple.
Apple is one of the most iconic brands in the world, and its story began with two visionary founders.
Steve Jobs and Steve Wozniak changed the tech industry forever with their innovative products and game-changing marketing strategy.
But the back story is something of dreams; Wozniak and Jobs both did something they loved from a garage in Cupertino, California. They wanted to create a user-friendly home computer. Two friends who had a passion and a dream went on to create one of the biggest companies in the world.
Steve Jobs’s vision for technical products in the hands of the user, being friendly to touch and easy to use, propelled the company to its enormous success today.
A story of humble beginnings and perseverance in the face of people saying “it will never work” is another brand story entrepreneurs can relate to.
4. Tesla.
Tesla is a great brand because it has a strong story that resonates with its customers.
The company was founded in 2003 by Elon Musk, and it quickly became known for its innovative products and cutting-edge technology.
Tesla’s mission is to “accelerate the world’s transition to sustainable energy,” and its products reflect this commitment.
Tesla is widely recognized as one of the most innovative and loved brands in the world, and it has inspired loyalty and enthusiasm among its customers.
Its story is unique and compelling, and has a clear connection to its customers.
Elon Musk’s story is that of legend, selling Paypal and putting all of the money he had from the sale into new companies, one of which being Tesla, and then borrowing money for his rent.
A great story of “risking it all to succeed” and “balls of steel,” coupled with the innovative nature of trying to change the world and make it a more sustainable place for humans, makes for a great backstory everyone can get on board with.
5. Disney.
Disney is a great brand because it has a strong origin story that resonates with its customers. The Disney company was founded in 1923 by Roy and Walt Disney, and it quickly became known for its family-friendly movies and theme parks.
Disney is widely recognized as one of the most popular and recognized brands in the world, and it has inspired loyalty and enthusiasm among its customers.
Its story is unique and compelling, and has a clear connection to its customers.
The brand exists to make people smile and be happy characters like Little Red Riding Hood, and Mickey Mouse was among some of the first characters which were developed and are still around today.
People have grown up with the characters and can introduce them to their kids. The brand lives on through your children, and the happiness you experienced as a child can be relived through your children and your children’s children. Because of this, the Disney brand will live on forever, and it all started with one man’s love for cartoons and making people smile.
6. Coca-Cola.
Coca-Cola is one of the most popular brands in the world, and it has a brand history that dates back more than 100 years.
The company was founded in 1886 by John Pemberton and quickly became known for its refreshing soft drinks.
Coca-Cola is a great brand because it has a strong story that resonates with its customers. The company’s mission is “to refresh the world…and inspire moments of happiness and optimism,” and its products reflect this commitment.
Coca-Cola is widely regarded as one of the most recognizable brands in the world, and it has inspired loyalty and enthusiasm among its customers for generations.
So how can you create a compelling brand story for your business?
Create a powerful brand Story In Stages.
Creating a powerful brand story takes work.
It takes a lot of effort, time, and a great deal of imagination. But it’s worth it; let’s look at a few steps you can take to create a powerful brand story.
1. Know your Audience.
The first step in writing a powerful brand story that sells is to know your audience inside and out.
What are their pain points?
What do they care about?
Which kind of language do they use?
The better you understand your target customer, the easier it will be to craft a story that resonates with them, and the better you can target your brand’s mission.
Who are you telling your story to? It’s important to define who your target audience is so that you can tailor your account accordingly.
Are you speaking to potential customers? Investors? Employees?
Make sure you know who you’re aiming your story at before you start writing.
Create a customer persona at this stage to understand your target market.
When creating a customer persona, gathering as much information as possible about your target customer is important.
This includes demographic information, such as age, gender, and income level, and psychographic information, such as interests and values.
Once you have this information, you can create a fictional character representing your target customer. This will help you to understand your target customer better and to tailor your story and marketing messages to resonate with them.
2. Find Your Why
Before you can start telling your story, you need to know why you’re telling it.
What is the purpose of your story?
What do you want your customers to take away from it?
Answering these questions will help you focus your narrative and ensure it resonates with your audience.
To do this, you can brainstorm with your team or on your own if you are the only one in the business.
Brainstorming is a perfect way to come up with excellent new ideas.
When you brainstorm, you get everyone in your group to think up ideas for a particular topic or problem.
This can be done face-to-face or online using tools like Google Docs or a whiteboard.
The best way to brainstorm is to write down as many ideas as possible and then narrow them down later. This helps you avoid getting stuck on one idea and allows you to explore various options.
Brainstorming is also a great way to get feedback from other people about your ideas. By sharing your opinions with others, you can get their thoughts on them and see if they have suggestions for improvement.
Once you have found your why you can move on to the next stage.
3. Make it Relatable.
Your brand story should be relatable to your target audience. It should address their pain points and speak to their values.
Remember, people don’t buy products or services; they buy solutions to their problems. So make sure your story is focused on how you can help them solve those problems.
People want to see themselves in your story. No matter how exciting or ground-breaking your product or service may be if people can’t see themselves using it, they’re not going to buy it.
When writing your story, try to put yourself in the place of your customer and think about what would resonate with them.
4. Focus on the Journey, Not the Destination.
People love a good underdog story—a tale of someone who overcomes impossible odds to achieve success. When crafting your brand story, focus on your business’s journey, not just the destination you’ve reached.
The journey will make your story relatable and memorable, not the destination.
5. Keep it clear and concise.
Your brand story should be clear and concise—something that can be easily understood and remembered. After all, if people can’t remember your story, they won’t be able to tell it to others.
So make sure it’s easy to follow and free of any industry jargon or complicated concepts.
Your story doesn’t need to be about War and Peace. It shouldn’t be! People have short attention spans, especially when they’re reading online.
Keep your story concise and free of fluff; get straight to the point so that people keep reading until the end.
6. Start With The Basics
Once you know why you’re telling your story and to whom you’re telling it, it’s time to start putting pen to paper (or finger to keyboard).
Start with the basics: who, what, when, where, and why. Once you have the skeleton of your story down, you can start fleshing it out with details.
7. Add Some Emotion
A good story should evoke emotions in the reader. After all, people don’t buy products; they buy stories (and experiences).
Use descriptive language to paint a picture in your customers’ minds and pull them into your world.
Don’t be afraid to show some personality—that’s what makes your brand unique!
The Dos and Don’ts of a Brand Story.
Do: Write It Yourself.
Writing it yourself is the best way to ensure that your brand story is authentic and engaging.
Nobody knows your company better than you do. And no one can tell its story better than you can.
So, roll up your sleeves and get that brand story written!
Don’t: Make It Boring.
Just because your brand story is true doesn’t mean it has to be boring. It should be the opposite!
Your goal should be to write a captivating brand story that people can’t help but want to read (or listen to).
Remember, a good story has conflict, protagonists, and a resolution. So, make sure yours has all of those elements.
Do: Keep It Short & Sweet.
Your brand story should be concise and to the point. No one wants to read (or listen to) a long-winded history of your company.
That being said, don’t sacrifice substance for brevity. After all, you want your customers to walk away from your brand story feeling like they know your company—and what it stands for—inside and out.
Don’t: Forget the Call-to-Action.
Your brand story should end with a solid call to action (CTA).
What is it you want your customers to do after they’ve read or heard your story?
Visit your website?
Follow you on social media?
Make a purchase?
Whatever it is, make sure your CTA is clear and actionable.
Final Thoughts.
A well-crafted brand story can help you authentically connect with your customers and create a lasting impression that encourages them to do business with you.
Telling your brand’s story in an engaging and authentic way can be challenging, but it’s worth the effort.
Developing a solid brand story will give your business a powerful tool for connecting with customers and driving sales.
What are some of the ways you’ve told your brand’s story?
Crafting a compelling brand story is essential if you want to sell your products or services—but it’s not always easy.
By following these tips, you can write a brand story that sells. Put these tips into practice and watch your sales begin to soar!
