Are you telling the right story about your brand?
Your business’s narrative plays a huge role in how customers perceive it. It’s essential that the story you tell is well-aligned with your values, your objectives and your overall brand mission — and it’s important to be the one controlling this narrative. Here’s what a good brand story can do, plus tips for making yours a success.
What Is a Brand Story?
A brand story is the narrative that exists around your company. It includes your origin story, of course, but also goes deeper to encapsulate things like your values and priorities, as well as what you’re trying to achieve with your product or service.
Ultimately, this story helps humanize your brand and gives your customers something to connect to, trust and empathize with. It also serves as a cornerstone of your brand identity and a thread of connection tying together all of your marketing channels.
Elements of a Good Brand Story
All brand stories are not created equal. Some elements that separate the good stories from the not-so-good stories include:
- Authenticity
- Credibility
- Personability
- Consistency
Also key is to make sure that your story has a human element since audiences are more likely to connect with people than corporations.
Tips for Writing Your Brand Story
Whether you’re starting from scratch or making improvements, here are some quick tips for making your brand story shine.
- Have a well-defined message. A brand story isn’t just a timeline of events. Your story should have a real purpose behind it and should be rooted in establishing and sustaining a solid brand identity.
- Highlight adversity. All good stories have some sort of conflict in them. Be true to real events, but do incorporate an example of how your brand faced — and overcame — adversity.
- Keep it simple. Your audience doesn’t have time to read a novel about your brand. Keep things simple and succinct.
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