Once there was a time when…
The line above is the trademark of typical storytelling, and the practice is older than you think.
It started as hieroglyphics and cave drawings developed into alphabets, oral traditions, and the written word. And in the latest century, media and technology.
We can gather that storytelling is the key to advancement and recognition from this. Excellent storytelling has the power to influence, connect, and above all, inspire.
So as a business owner, you have to have a story: your brand story.
Your brand story should be a key differentiator that distinguishes you from every other business and entices prospects to work with you.
It’s an opportunity to discuss the value of partnering with your company rather than your services.
But let’s clarify – telling a remarkable brand story isn’t just slapping dates and data together on an “About Us” page with a few stock images. It takes a village to build a compelling and jaw-dropping brand story.
To help you make the most of it, below, we will cover all the ways through which you can develop and tell a top-notch brand story without having to sell yourself too short:
- First of all, understand your target audience.
To build a viable brand story, you must first understand who you are speaking to. The second thing to remember is to identify the target audience.
You must have a thorough understanding of your industry and know what ticks the people around you.
But how would you know your industry and your audience? Through experience, education, and research.
When it comes to education, you need to learn theory first to understand its depth. Everyone’s telling stories, but yours must be realistic and relatable.
You’ll need to register for an Online General MBA Program to learn the art of adaptability and take your brand to new heights while creating something that sweeps consumers off their feet.
Now, back to the part where you focus on understanding your target audience:
Knowing their interests and sticking points can assist you in determining how your brand story fits into their lives.
Here’s a list of all the questions you need to consider:
- Who are my ideal customers?
- What is at stake if a consumer does not purchase my product?
- Who are my current customers?
Limiting your ideal customer can be a daunting task, but it’s critical for crafting a brand story that will ring true. Instead of speaking directly to their target audience, many retailers now appeal to all customers.
- Unshadow your history
Your corporation was formed with a goal in mind, and that goal was not simply to make a profit; the main goal was to fill a void. A fascinating way to share your brand story is to reveal the legacy of your company’s founding.
Answer questions such as:
- What has been the source of our long-term success?
- Why did we start this business?
- How did we grow or expand to meet the needs of more customers?
- On what needs did we base our efforts?
- How did we respond to market changes?
You draw your target audience in by telling a story through history, exposing your company’s values, and showing what drives your business is an excellent idea. It’s an enticing way of letting everyone know about the center of your business.
- Highlight the benefits of your product/service through stirring emotion
Ultimately, telling your brand’s story is about selling your brand. A successful brand story will be linked to your service or product. In fact, your product and story are the same.
While it is critical to establish a connection between your brand and your target audience, it is also vital to highlight the product itself.
Tell people what they can expect from your brand by saying what you can do for them and how your goods or services will improve their lives in your story.
Also, give your consumers a reason to care, purchase, and stick around. People do not buy because they make rational purchasing decisions.
They make decisions based on emotions and then rationalize those decisions with facts.
There is a significant difference between whether your audience perceives your story as just another contractual relationship and one that emotionally connects with their personal or professional journey.
- Use the art of “video.”
This strategy complements photographs to tell your brand’s story on your website.
For example, using casual and conceptual images in your video advertisements, as Fanta does, demonstrates that you are an enjoyable, laid-back brand.
On the other hand, sharp contrast and spectacular black and white photography convey sophistication and luxury.
Furthermore, video can be an effective means of communication. Instead of just including propaganda material that highlights your products and business online, consider creating videos of:
- A video of your employees discussing why they enjoy working for you
- You and your management group discussing why you founded the company
- A video or compilation of your customers discussing why they use your goods or services
- “Behind-the-scenes” videos that show potential buyers how your company works.
- Use your loyal customers.
Most business owners who have websites today have taken the time to disperse a couple of testimonials from their most regular fans throughout their site.
While these testimonials are beneficial to consumers, they cannot persuade potential buyers that your products or services are worthwhile.
To truly connect with online consumers and new prospects, go a step further and ask your most dedicated customers to help tell your brand’s story.
Potential consumers want to see and hear from your existing customers, not just read what they say about your company and its products.
Consider including messages from regular customers about your business and products in your blog posts, videos, photos, and other website pages as you begin to develop plans for incorporating your brand’s story.
You are bound to create a story that helps you sell in the aforementioned ways. Even if you are thinking about opening your first business, the above-said methods will help you get started.
Just ensure that your story connects with your target audience and improves your relationship with every customer, client, and prospect.
It should not be a last-minute consideration. Use your brand story to entice, engage, and persuade. Be authentic and create a brand story that your target market will want to read.
And don’t worry if it takes a lot of time; after all, all good things take time, and like everything else in life, creating a compelling brand story takes practice.
Alton Clarke was born and raised in Syracuse. He has written for MSNBC, The Business Insider and Passport Magazine. In regards to academics, Alton earned a degree from St. John’s University. Alton covers entertainment and culture stories here at Diving daily.