Do you want your brand to resonate? To truly embed your brand in the mind of customers, you need to establish a personal connection through a well-told brand story. The most powerful brand stories build trust while driving home the core values of the company. Make an effort to cultivate a compelling narrative and you’ll be rewarded not only with more revenue, but consumer loyalty as well
Tell Them, Don’t Sell Them
Selling a product or service is the end goal, of course, but the point of a brand story is to sell yourself or the company to create rapport. Consumers are quickly adapting to evolving marketing strategies and they can see a sales pitch coming from a mile away. If they catch even the slightest whiff that you’re deceptively pushing a product they will just as easily move on.
The Lego Movie was a great example of this notion done right. While the product is Lego, they never directly tell you to purchase it throughout the film. Instead, they open the viewers’ eyes to the possibilities of what Lego is capable of through an animated world constructed entirely out of their building blocks. By the end, you forget that you’re watching a 90-minute advertisement for Lego, but instead a fun, creative story for the whole family.
Choose The Right Platform
The method in which you push your brand story is a factor worth considering. Through blog posts, speeches, videos or case studies on social media, the delivery is solely dependent on what you’re selling and whom you’re trying to reach. Choose a medium that’s true to your business and conveys your story in a way that will leave the greatest impact.
Social media allows direct contact with customers who are willing to express opinions about your services. This is an opportunity to share or retweet positive anecdotes and have real people become your brand ambassadors. It’s also a place to target your narrative to a more intimate audience. With copious amount of analytics available, you can real-time track how people are reading and reacting to your story.
Clean. Concise. Clear.
Let’s face it, the rise of digital media has reduced our collective attention spans and the average consumer has no time to read fluff. Keep this in mind when drafting your story; get to the point and cut what doesn’t need to be there. Grammar and readability need to be put forth so the average reader can digest your message with ease.
Less Stats, More Story
An essential step in crafting a brand story is focusing less on the statistical side (graphs, charts, and figures), and more on the deeper, emotional level. Studies conducted with neuro-imagery suggest that when evaluating brands people use personal feelings and experiences over brand attributes and features. Ask yourself, why are people willing to pay more for a brand when they can buy a comparable product for cheaper? The answer is the emotional attachment.
When the decision-making happens in-store, people draw on past experiences and how they connect with the brand to help sway their choice. Connect on a human level and pull the reader in from the beginning. Personal anecdotes about the people behind the brand, their values and how they were brought up, will likely resonate more with the consumer than mere product or service features. Consumers should be so imbued after reading a brand story, that they want to spend their money, not just on its offerings, but to be a part of its journey.
Some brands enlist the aid of professional writers to draft their story. The wording is so important because if the audience reads something dull it could reflect on the company as a whole. Alternatively, if a brand story is inspiring it can serve as a catalyst rather than a trap.
Tell your story, be proud of it and your brand will resonate.