Crafting Your Unique Brand Story
Your brand story matters. A well-crafted brand story puts your target audience in a unique setting where they can envision how your product and service helps them accomplish their goals or live the life they desire. The best brand stories are those we create, and the customer helps to shape.
The way brands tell their stories has changed over time. No longer is it purely one-directional through paid advertising or published articles. Today, a brand’s narrative can and should be shared through many organic channels such as social media and crowd-sourced content.
Why Storytelling Works in Marketing
Extensive research has shown that the human brain is designed to be receptive to storytelling. When we hear a story, sections of our brain react as though they are actually experiencing the events being described. That’s why we get so invested in a movie or a television series.
Your story begins – and thrives – with your written and visual content. A successful storytelling campaign will tell the story of your business, culture, team, products or services in a way that clearly solves the problem(s) of your customers. When it’s not only informative but moving, not just logical but personal, it will give your company a definitive voice. Most of all, storytelling works because it’s connective in nature, which creates a space for customers to relate or empathize with your brand and each other.
The best brand stories tap into people’s emotions because someone genuinely connects to what a brand stands for or where it has come from. And the brand should feature the customer as the central character to the story, rather than itself. Companies who act as a friendly guide, creating personal relationships with customers and helping to fulfill their needs and desires, are well on their way to creating long-term brand loyalty.
A Storytelling Example
Since we’re in Orlando we’ll use Disney, a company built around legendary storytelling, as an example. From motion pictures, theme parks, and musical performances, to websites, toys, and a myriad of other merchandise, Disney makes stories the fundamental element of everything they do. Typically, companies create a product first and build a story second; Disney does it the other way round, opening with a story and creating associated products and services to bring it to life.
Imagine if Mickey Mouse or Elsa from Frozen were only toys, and Disney did not provide any narrative to support them. Do you think they would have the same impact on your children (or you)? Right from the start, Disney characters have created a permanent impression in our minds through their stories. This “connect” is evident when we see Disney’s merchandise on store shelves and it influences our buying behavior. We buy the object because we buy the story.
Telling Your Brand Story
Why is storytelling so important to your business? Here are a few reasons:
- A genuine brand story makes you memorable.
- It illustrates your distinct competitive edge.
- It keeps the focus on your customer.
- It opens the door to a conversation with your customers.
- If done well, your target market becomes enormously responsive.
- It positions your brand as a visionary in your field.
So, what’s your brand story, and who might feel connected to it? Even helped by it? Selling your products and services begins with telling your brand story and inviting your customers to become a part of it. It’s an ongoing process, because there is always more to share and because your customers (should) become part of your story. If you’re not sure where to start, we can help.