Recently, a client hired us to create a brand strategy. We met with the client, talked with their customers, researched competitors and looked through all of their materials.
And, everything looked good – their logo, their messaging, their website. All of those things were head and shoulders above their competition.
But, they had one clear problem – they weren’t telling their brand story.
Why Your Brand Story Matters
And, perhaps more importantly, your brand story helps you better connect with your audience. After all, people don’t talk about boring brands. A compelling story captures people’s attention and it’s easy to share.
Think about it. When we hear a good story, whether it is a joke, an anecdote or even a brand story – we get excited to tell others about it.
Good brand stories are memorable and contagious.
Check out this story of ThankYou Water. They’ve taken a boring product and managed to create a compelling story around their movement to “fund life-changing projects for people in need.” Every time someone buys one of their products, it has a direct and trackable impact on someone in the developing world.
Isn’t that something you want to talk about?
And, you don’t have to have a charitable mission to have a compelling brand story.
Look at Chobani. On their website, they share the story of how their founder, Hamdi Ulukaya, started the company when he saw a classified ad for a closed down yogurt plant and decided to buy it on the spot. He built Chobani on the belief that everyone deserved access to high-quality great tasting yogurt with only real ingredients.
How to Tell Your Brand’s Story
Every brand has a story to tell. We just have to get better at identifying it and then sharing it with the world.
If you’re having trouble identifying your brand’s story, here are some questions to help you:
- Why does your company exist? What is your mission?
- How did your company get started?
- What do you stand for? What does your company believe in?
- How are you working to change your industry?
- What do your clients value most?
- What do your employees value most? What do they like best about working at your company?
Taking the time to work through these questions may help you uncover the gems you need to build a compelling story.
How to Weave Storytelling into Your Marketing
Once you’ve identified your brand’s story, you have to get good at telling it. That’s why marketers often talk about creating your elevator pitch. Your story needs to be something that you and every member of your team can internalize and share with passion.
On top of that, your story needs to be shared regularly so your audience can begin to internalize it too.
So, how do you share your story? Here are some ideas:
- Your website. Add this to your “about” page on your website or even add an “our story” section of the site.
- Your blog. Don’t forget to weave your story into your blog posts. That way whether someone is coming to your blog for the first time or 100th time, they get to understand what you’re about.
- Videos. Perhaps the best way to tell your brand story is through video. It gives the audience the chance to hear directly from your cast of characters. And, everything from the style, music and script can set the tone and story.
- Visuals. Photos, illustrations, graphics, infographics and other visuals can be a powerful way to share your story throughout your website and marketing materials.
- Social media. Be sure to include your story in your social media bios and about sections. And, sharing your story should be a critical component to your regular interaction online.
- Media & blogger relations. Every time you give an interview or write a guest post, be sure to weave in your brand story. It will help you and the article be more memorable.
- Speeches & Presentations. Although the audience doesn’t want to hear about you the entire time, be sure your presentations include elements of your story. That will help the audience better connect with you.
Creating your brand’s story is perhaps one of the most powerful things you can do to help market your business. If you don’t have this nailed down, carve out some time to build your story and then work on perfecting how you tell it.
After all, everyone likes a good story.
What’s your brand’s story? How do you share it with your customers and prospects?
Or, are you struggling to come up with your story? Let us know in the comments and we’ll help you work through it!