One of the most difficult (but extremely important) tasks of branding is to build and successfully communicate a brand story.
Want to know how to create it and tell it creatively and authentically? Read on.
Companies are already aware that genuine connection with consumers and authenticity can strike them among the stars – making them influential, reputable, and successful. That is why we are witnessing an explosion of marked content and attempts to create new cult brands.
AMPAK – How many have a story that is imprinted and remembered? A handful!
You may be wondering: How to start building a brand that will drive people crazy? How do you come up with an exciting brand story? Then how do you get the point across and how to create consistent messages?
Let me answer you.
It’s always clear – What exactly is a Brand Story?
A brand story is a story, and at the same time, experience, and feeling in consumers when they come in contact with your brand.
It starts with the mission and values of the brand and integrates all aspects of your business. From management, marketing, public relations to direct communication with users.
In a way, it is a construct made up of a consistent and attractive whole that is authentic to you and can be projected onto consumers or consumers. Your ideal audience.
Why deal with it at all? Because a thoughtfully packed story gives the brand a soul! This is what consumers are appreciating (and expecting) from businesses.
We are in an era where customers are tired of being sold at every turn. They also no longer prioritize just price and functionality. New-age consumers want to relate to the story behind the scenes and feel a brand ethos that aligns with their sense.
Yeah, I know, we went deep. To balance, I give you some more numbers that illustrate this importance.
We are all storytellers. I, you, the brands, our consumers. Everything we buy, what we consume, what we do – everything becomes part of the stories we tell ourselves.
I am as a person, I believe in that, I will invest in these initiatives, so others see me …
If you want your brand to impress and be part of the consumer story, first define yours.
When you do it right, magical bonds begin to form and a relationship beyond products/services develops. You have now become part of the consumer’s life.
First, another example…
To get a clear picture, let’s just stop here.
Imagine – you decide to sell beard care products. You have two (extreme) options – you can easily sell beard care products, invest thousands of euros in invasive advertising, and “aim” at consumers. Your post here and there on social networks and you usually tailor communication to sales campaigns.
But you can revolutionize and pursue the deeper goal of redefining a bearded man, creating a community that gives you confidence. As the founders of the Beardbrand brand did.
- Their vision: To change the way society looks at bearded men.
- Their mission: To promote self-esteem by nurturing your beard.
Around the vision, mission, and own experience of the founder, they created the story of their brand. And that became the basis for all their content marketing, their advertising, events, and their entire business.
They made it clear who they were as a brand before any product was placed on the shelves of either an online or a physical store and before any PR message came into the hands of the media.
How did they get there?
How to get the right Brand Story?
We come to the practical part of this blog entry. I will write down some specific tips for getting started creating your brand story.
I suggest your ideas that you came up, regularly write down or record see this as a bookmark (Bookmark) and come back to it when you have time.
1. Explore your “Why”?
This question can be completely straightforward or ultra-complicated. It depends on how much you’ve thought about it before.
You’re “Why?” you define it by considering the answers to the following questions:
- Why does my brand even exist?
- How is it contributing to society / the world?
- What is our mission – the purpose of our business?
- Look for reasons over products, over service, over money.
- What motivated me to start a business?
- If it wasn’t you, check with the founders. They may have an interesting story that may be part of a brand story.
- What makes my mark worth it?
The story does not have to be oh and not at all. It does not have to be something above-ground, revolutionary. This is why so much of the above questions are of the essence.
2. Keep your product/service in your little finger
It may sound funny and you think you know everything about your products. Physically probably already. But the most important thing is to know:
- What is the quality and price of my products/services?
- How am I different from other brands?
- Be honest and positive when looking for an answer.
- Do users solve a personal problem, a professional problem, improve their quality of life, or arouse certain emotions?
- Of course, you can tick more items.
The characteristics of the product/service must be consistent with the final story, everything must make sense. Only in this way, your interested audience grabbed the story also came to sales.
3. Engage with your audience
“Let’s dive in!”
The bottom line is – don’t try to sell to everyone.
It is better to create a story that will truly resonate with the mind of a certain percentage of people who are loyal than to make the story universal and lose yourself in the crowd as you have failed to make an emotional connection.
- What is the risk to the consumer if they do not buy my product?
- Who is my existing customer (if you already have one)?
- Who is my ideal customer? What are her passions, pain, and lifestyle?
It is always better not to sell the product but the experience. If a brand already has a compelling and emotional story behind it, which is naturally intertwined with clear facts, it is already one step ahead of the rest.
How to go from idea to story with tail and head?
All these initial questions are the basis for getting to know your brand, its position in the market, and its value to the user. With this, you can outline the essence or. The starting point of his story.
The next step is to effectively communicate the brand story. Which of course is also a matter of good copywriting of writing.
Model of story structure
When it comes to simplicity – even if the concept of your product is complicated, you have to think of it in a way that will quickly fit into the mind and heart of the ideal customer.
It will greatly benefit you to read our storytelling blog, which will certainly help you structure your brand story.
Otherwise, let me introduce you, two models, for storytelling from beginning to end.
“Simple K Beans ” is the first way.
- Problem – Let’s explain the problem we want to solve.
- Solution – Tell us how we solved it.
- Success – We are expanding our enthusiasm for the success this solution generates.
The second way is more accurate.
Both narratives are built from the same stages, except that the first is the basic model, and the second goes into detail. It may be easier for you.
Simplified: You start with the protagonist (your ideal customer) and illustrate his problem clearly. You present a savior (your brand) who offers him a plan for a solution, a plan for success. It is also essential that you help the protagonist put the solution into action and urge him to take action. For a point on the viewer, you show 3 more successes that you will lead to and 3 mistakes that you will not make.
5 Features of Your Brand’s Strong Story
After all – the main goal is for the story to have an impact. On all channels and in every interaction.
You can create an influential story with the formula of five key characteristics. When you see them, it will be clear to you that I mentioned them throughout the record. Always come back to this list when creating your story. When you can tick everyone, it means you’re on horseback.
Remember Beardbrand’s initial example? Let’s see if all 5 were considered.
It is Authentic
Content is said to be the queen of digital marketing. I add that authenticity is the queen of content. Which of course also applies to the brand story.
Being honest, open, and transparent in the opening story that tells consumers your essence creates confidence. This way your personality can shine quickly.
You know – “your vibe attracts your tribe”. If you play on authenticity, you will find exactly the kind of people you are looking for.
Authenticity is clear in their story, as it stems from a desire for the authenticity of a company founder who wanted to be stylish even with a long beard and did not convey that society sees bearded men as messy and lazy.
This feature is simply overwritten. His brand is worth every one. But is it for the audience?
There is so much content online that it takes 10 lives to consume everything. Only if you were doing it 24/7. That is why each of us on the web is only looking for what has real value to him. However, many brands are following certain trends and trying to copy the same tactics, content, and approaches to managing their brand.
And then … disappointment.
Fool’s Gold. Not for YOUR target audience. All content marketing, from brand story to post on social media, should give value to the target audience.
I wrote down their vision and mission above, which in theory should deliver value. And so is she. Namely, the brand story is fully implemented – just look at the BB YouTube channel or their blog.
Make the story even more fun, funny, emotional, inspirational – if it doesn’t focus on people if they aren’t the focus of the story, why wouldn’t they care?
As I mentioned, the story is a construct. Of course, it is based on real facts about your business. Brand, but created to connect with the ideal audience as a personal brand.
Personally, it means relevant. Relevant to the audience.
Again, we can agree that Beardbrand succeeded. The audience I think is crystal clear, and the whole story certainly anchors her heart. This is why brands have managed to create such a strong and loyal community on social channels, as they convey a message that is easy for the community to identify with.
It is Emotional
If you manage to infuse emotions and empathy in people, you have already achieved a tremendous amount. Most often, the bottom line is what kind of seal you leave on people, how you feel about them.
The range is wide. You can play on everything from joy to compassion.
Men do not want to represent the seller of products for their beards. They want to be his ally, they want to help him on the path to self-confidence and unjustified acceptance – of himself and them by society.
It is Simple
Many times companies want to tell everything and more in their basic story. From how their grandfather walked across America to building his first store somewhere in Portland, everything about intermediate events, all about all the products and all the employees, and all the problems they have overcome, then a little bit about values for the user.
The potential buyer will go scroll on Instagram right after Grandpa opened his first store somewhere in Portland.
Too much information can quickly be ballasted, although it may seem important to businesses. Find what’s important and different.
The essence. Their message is clear and uncomplicated.
What are The Brands that have made it to the top in the Story?
OK, now it’s clear to us – a good story can do wonders. We also understand how to put it together.
Finally, I would like to highlight a few other factors that will influence whether your story will have any effect at all, or whether it will just be like an old story on which dust is collected and nobody knows about it.
So what do brands whose stories have impressed and led to success do?
- They put integrity and consistency first. They never forget their story (that is, its essence), they have it in mind from posting on an Instagram story to choosing an organization to donate 5% of their sales.
- They created a company culture that reflects the story. Employees are the biggest fans of their brand and they also spread the story through their channels. The internal processes at the company were also done by the story.
- They turned into heroic PR guys. The story is what draws. This is why successful brands think very PR. The story serves them as a red thread of communication with the public, and their powers are not neglected.
- Their story is also spread by users. Buy Social Followers live off stories. Digital communities, however, are created on a certain powerful message. Strong stamps bring together people who convey their message and give the whole story a gist. They also obtain their testimony (England. Testimonials) and include certain processes in its activities.
Last but not least – the story is the basis. This is what you build your entire business on. Stories are eternal, live among people, and spread. Which of course is a great way to make the same happen with your brand.