Story telling is nothing new, we’ve been doing it for centuries, but there’s been a real shift in the importance of ‘brand stories’.
Why brand stories matter
A brand story gives clarity around your business, the facts and feelings that are created where customers can align their own values towards yours.
Today though, as a business owner are not the only author to your brand story. With the rise of social media and other digital platforms, consumers can contribute too, giving their thoughts and opinions, experiences and emotions of your brand. This is turn helps shape your brand story. Good and bad. To some degree, they have more power over the brand than you and while this can be positive and powerful to fuel growth and profit, it can also be a downfall of your brand.
Crafting your brand story
This doesn’t necessarily need to be a documentary running back through generations to the present day. Be specific enough to be believable and universal enough to be relevant.
There are a few factors to consider when writing your brand story.
- Make sure it’s true. Don’t make anything up that will come back to haunt you. You’re just asking for trouble
- Make sure it’s human. Don’t over complicate anything or exaggerate
- Keep it original – Don’t bullshit anyone
- Make is it has the customer at the heart
Have a thorough understanding of your customer journey and how your brand story relates to theirs. And remember, when dealing with people, remember that we are not dealing with creatures of ‘logic’ – but creatures of ’emotion’.
If you’re looking for clarity on your own brand story, please get in touch. Or, if you’re interested take a look at what brand means to us.