Every business whether large or small has a story to tell, Nike has always surpassed at brand storytelling and whether it’s how they originated or any campaign they launch always has a compelling story and that is one of the reasons they remain to be a profitable business.
So, what is brand storytelling and why is it so important? Your story begins with the connection made when the customer hears your name for the first time, it sets the stage for every interaction a customer has with your brand online and instore. When she sees your logo, visits your website, reads your about page and experiences your interactions on social media.
A brand story isn’t just for smaller business, great brand stories allow smaller businesses to attract new customers, even without a big marketing budget. A brand story is not just a catchy tagline. It’s about building something that people care about and want to buy into. It’s about thinking beyond the utility and and striving for the creation of loyalty with your customers.
Think of a brand story as a complete picture made up of facts, feelings and interpretations, which means that likely you are already halfway through your story. Now that you have a better idea of how to build a brand story, it’s time to get started creating your own.
Here are some tips to create your compelling brand story:
Be authentic: A big part of making sure your brand story is seen as authentic and consistent. An honest story of someone going through the struggles of starting a business can be a great way to connect with your audience. Your origin story can really connect a human face and story to a brand.
Be relatable: When your story connects with the target customer, you build trust. Tell your story in such a way that it tells your customers we relate to you, we understand you, we are like you.
Make it memorable: Memorable brand stories tell the unexpected and strike an emotional chord. Remember to communicate your values and what you stand truly stand for.
Keep it simple: Don’t try to say too much. It’s far better to tell a very simple story and maximize emotional attachment than overwhelm people with different stories. Focus on one person or one problem at a time so you don’t confuse or distract your reader.
Stay consistent: It’s important to ensure that your brand is aligned to your story. Review your brand assets and content to consolidate your brand around the story as it needs to be consistently told.
We’d love to hear from you and share how we can help your company create or refine your brand story. Speak to the team here