What is a brand story?
According to The Drum, one the study showed that ‘eight out of ten (79 percent) of adults want brands to tell stories as part of their marketing.’ The research indicated that if consumers loved a brand’s story they were, ‘55 percent are more likely to buy the product in the future.’ With stats like these it’s easy to see why branding matters, and see the value of storytelling.
A brand story explains the events behind the creation of a business. Your brand story should detail your mission, and discuss how your company came to exist. A brand story must resonate with the values and emotions of your target audience. The story should include an engaging narrative that defines the facts and emotions that are linked to your company. To tell an engaging brand story, consider the following pointers.
1 . What is the essence of your business?
To tell a brand story that’s both engaging and authentic you’ll need to answer the question, ‘what is the essence of your business?’ Your company identity is made up of your unique selling point, your ethics, your values, and your business persona. To tell the right kind of story it’s important to understand exactly who you are, and what you stand for.
2. What is your vision?
To tell an engaging brand story, you’ll need to define your vision. Consider what are the most important goals of your brand. Think about how you plan to achieve these. Your brand story is the best way to focus on your CSR plans. Consider how your business is working to improve society. Include how you give back to the community and how you have a positive impact. By telling these stories you’ll give your audience a deeper understanding of what’s important to you, and what you care about.
3. What problems does your business solve?
All great stories include an element of conflict, it’s the challenges that make stories more exciting. The conflict of your brand story lies in the problem that your service or product solves. Has your business faced any problems and challenges in getting where you are today? If so, use these to tell your brand story too. Your brand story should present you as relatable and authentic.
4. Build your story around your audience
When you are creating your brand story, you can engage your audience by putting them at the very center of your story. You want to ensure that your audience listens to your content, from your videos to your social posts. The best way to engage them is to make your story all about them, and ensure that they feel a part of it.
5 . Powerful storytelling experiences
According to Forbes, ‘93% of consumers claim that live events have a larger influence on them than TV ads.’ To offer your audience a powerful storytelling experience, consider live event production. Live events are the perfect opportunity to tell your brand story in a highly visual and entertaining way. With the help of a live event, you can demonstrate your value to your clients, customers and competitors. In the modern business world, it pays to stand out.