Consumers remember a brand after a minimum of five impressions. They might remember your logo if they see it, but they remember something more powerful as it relates to your brand.
They’ll always remember your brand story. A story is a primal way humans connect. Consumers are tired of feeling like a number that’s constantly being sold to.
They want a genuine connection with the people and companies they deal with. They want to surround themselves with those who share the same values and beliefs.
Telling your brand story is the way to show the personal side of your company. You can create authentic connections with people.
This guide will show you what you need to know to create a captivating brand story and why.
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What Is Your Brand?
If you ask a small business owner what their brand is, they’ll probably point to a logo or say the name of the company and the tagline.
While those things are helpful to know, they’re not what a brand is. A brand is the essence of your company distilled into a few words. Those words are the few things that people think of when they think of your business.
Take FedEx as an example. You’re likely to think of reliable shipping services. Nike is likely to make you think of all kinds of athletes trying to be their best.
Coke doesn’t make you think of carbonated water. It makes you think of happiness, while Pepsi’s brand is cool.
Think about your business. Write down how the business started and why. Note the mission, vision, and purpose of the brand.
What does the company value?
You may stand for something that will upset people. Being divisive isn’t always a bad thing. It shows that you know what you stand for and you’re willing to fight for those values.
Make your brand a person to give it more life. Ask yourself where your brand would shop, eat, and play. Have fun with exercise because you’re creating a fictional character that mimics your company.
Listen to the Market
The goal of telling your brand story is to connect with people who are likely to buy from your business. You need to listen to the market to find out who those people are and why they do business with you.
Start by having informal conversations with customers. Talk to vendors and ask them what they like about doing business with your company.
You can also take formal surveys and focus groups to learn more about your target market. This will tell you if your brand connects with them or not.
Learn what motivates buyers, whether they buy from you or your competition. Find areas of opportunity where your brand can meet buyers’ needs.
Listening to the market also means looking at the competition. Find out how they tell their brand story and position their business.
Look for ways to differentiate your brand and make an authentic connection with your target market.
Finding the Sweet Spot
In the research you’ve done about your brand and your audience, you’ll find a spot where your brand and the needs of your audience meet.
It’s the thing that’s most unique about your brand and the desires of your audience. That’s the sweet spot and it’s the central point of your messaging.
A successful example of this is REI’s Opt Outside campaign. The company closes its doors on Black Friday so employees can spend the day outside.
Can you think of any other retailer that would shut its doors on Black Friday? That’s when most retailers meet their annual sales goals.
The campaign shows how much REI values the outdoors. It’s now an annual tradition where the company invites fans and followers to skip Black Friday and spend the day outdoors.
Keep It Simple
The brand story should be sweet and simple. That’s how you keep it memorable.
Apple’s brand story is about creating products for creatives and rule-breakers. The defiant part of the brand’s story evokes emotion.
That’s what you want to capture in your brand story. If you can nail the simplicity and evoke emotion, you have a brand story that will resonate with the right people.
Telling Your Brand Story
There are a few ways to tell your brand story. You can have a core brand story that tells people who you are and why your business exists.
This is usually the founder’s story. They talk about how they started the company and the vision they have for the business.
A brand story can have smaller mini-stories, too. These are stories of customers who love your brand. They can be stories of employees and other stakeholders in the business.
This is where businesses get lost in brand marketing. They feel the pressure to create as much content as possible, but they give little thought to the brand story.
Every piece of content has to tie into the brand story. Successful branding means having a consistent brand story.
As you create your content calendar, decide how each piece of content connects with your brand story. If your content misses the mark, you may be able to clean it up in post-production.
Telling Your Brand Story to Connect With Customers
Telling your brand story in a way that’s authentic and human will set your business apart from the competition. You’ll be able to connect with new audiences and they’ll become loyal customers.
Hopefully, you just learned tips to create a brand identity that captivates and compels audiences to action.
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