Stories are some of the oldest and simplest ways to communicate information to an audience. They are also extremely powerful. A good story sticks with you –– and can even influence your thoughts, emotions, and actions. For brands, harnessing the power of storytelling can be challenging, but the rewards are well worth the effort.
What is a brand story?
Your brand’s story should be a synthesis of all of the things that make up why you do what you do as a whole. What are your milestones, timelines, goals, core values, challenges, and solutions? A good brand story packages all the facts about your company into an easily digestible narrative. It tells the tale about how you started, what problems you solve and how you solve those problems.
What sets good stories apart from the ones that are lackluster? Structure. It might help to think about your company like a hero on a quest. For your story to be effective, you’ll need to identify the basics:
- A conflict or problem to solve
- A call to take action
- A resolution to your quest
Your brand story answers the most important question, “Why do we exist?”. Without understanding or knowing the answer to this question, you will have an in-cohesive, ineffective brand. Which therefore affects everything from your marketing, to your sales, and even company policies and performance. So you’re starting to get how important your brand story is, right?
How do you use it?
A great brand story won’t do you any justice if you don’t get it out there and tell it to others. In today’s world of omnichannel marketing and brand experience, it’s crucial that you consider putting together a well-planned and executed strategy that will help tell your story on all levels. Your brand experience is made up of the emotions, thoughts, and actions provoked by your brand and any brand touchpoint. This includes your messaging, design and identity, packaging, product, marketing collateral, customer service, events, environments and so on.
The brands that are winning are doing so because they have created a story that is reflected consistently in everything they do. Starbucks, for example, is one brand that has nailed every aspect of their brand story. There are millions of places to get a cup of coffee. But Starbucks has taken the typical coffee purchase and built an entire experience around their unique story. The result is more than a cup of coffee, but a feeling and sense of loyalty that customers start to build from their first impression on.
Are you ready to uncover the power of your brand’s story? Just remember, it will be challenging (maybe even discouraging) while you’re doing it, but the rewards will be worth all of the hard work!