ENTREPRENEURSHIP / AUG. 26, 2015
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Why You Should Create a Story to Go With Your Brand

Although businesses thrive based on trends and necessity, at the heart of every business are human connections. In order to make money, you need to provide customers with a positive experience or offer a product that solves problems. Your profits are simply a byproduct based on the connections you make with your customers.

In order to develop a strong relationship with your target market, you need to build a brand that means something. Telling a story about your brand is the perfect technique to create a powerful reaction. A good story can give your small company the big voice and positive impression you’re looking for. Before we discuss why you should create a story to represent your brand, let’s focus on what brand storytelling truly is. 

See Also: 3 Things That Make Your Brand Stand Out 

What is Brand Storytelling?

Although you may first think that brand storytelling is all about the company and its journey thus far, it’s not. Instead, brand storytelling is all about the value of your business or product in terms of the customers you’re targeting. Here are a few key characteristics of effective brand storytelling:

  • Expressing why your business or product has been developed 
  • What the key motivating factors are behind your business
  • Transparency, especially regarding the people behind your business
  • The types of customers who find your business valuable and why

There’s no need to write an essay or pull a PR stunt, just be natural. Often business owners overthink this process and get hung up on the concept of it all. Although brand storytelling and marketing go hand-in-hand, stop thinking like a marketer. Although the end result will be increasing revenue, stop trying to push your product. Instead, focus on building and growing human interest.

Ask yourself, why should people care about my business? Really think about it for a second. You want to portray a story that appeals to human emotion, is persuasive, and draws positive attention. The last thing you want to be is boring. Make sure that your story is brimming with personality and that you’re focusing more on human connection than sales. Draw potential customers in, gaining their trust. If you have a good product or business, success will follow. You need to get people in the door first which is why effective storytelling is critical. 

Why Should You Create a Story Behind Your Brand?

Storytelling has a much greater impact than other marketing tools like print, tv, web or radio. Why? Well, a good story helps captivate both the minds and hearts of your readers or listeners. The art of storytelling plays a large role in marketing today. If you’re wondering why you should take the time and effort to create a captivating brand story, here are some reasons.

A good story creates an experience...

The Internet is full of posts and articles that regurgitate facts, figures, and tips, however, a story that provides someone with an experience will leave a lasting impression. This more than likely happens to you every time you read a story that evokes emotion. That’s the power of storytelling; it gives readers a chance to experience various emotions without experiencing the real-life effects behind your brand’s story.

To read a good story, is to feel an experience. Fear, love, courage, and wonder are all great examples of how you can connect with your audience. When you create a meaningful experience, your audience walks away with a lasting impression of your brand.

A good story shows why your brand is unique...

Although it’s nice to make handmade beauty products, the competition is stiff, and you’ll need to show the ways in which you’re unique. Unfortunately, it’s often not enough to offer a high-quality product in a crowded market. You need to offer something new and fresh.

If your brand is innovative, you can expect copycats to follow. That’s the name of the game. When a unique and innovative business is successful, copycats will be generated quickly. Although they may steal your concept or ideas, they can’t copy who you are as a brand. This is extremely important because a truly unique brand is something that others can’t compete with.

A good story creates a connection...

If you don’t develop meaningful stories, your brand will fall flat. It’s the stories you tell that create human connections, real connections that leave those lasting impressions. Just like a good story evokes an experience, a successful brand story will create emotion that’ll bind you to your customers.

In our modern world, people are less concerned about the products themselves and more about the people and values behind the products they’re buying. You want your story to be meaningful. Simply reporting data isn’t enough. Although your story may be factual and informative, you need to produce a story that your audience will both understand and enjoy. If you’re too dry and boring, people won’t read past the first paragraph and then you’ve lost them.

A good story is more likely to be shared...

We’re living in a world that’s all about social media branding and the art of sharing inspirational and interesting content. Never before have we had access to so many people with just a few clicks. Think about the art of storytelling, passed on from generation to generation.

A good story sticks and is shared over and over again. Create a brand story that really resonates and moves people. Whether these people tell your story verbally or share it through social media, your brand and the message behind your brand will be amplified. You want to get people talking, and a strong story will help you reach this goal.

Storytelling Is All About Being Conversational and Creative

As a consumer yourself, think about businesses that have built your trust based on their approach. If you write in an overly formal way, coming off as insincere of fake, you’ll only hurt your brand. The key is writing in a way that’s conversational and natural. Always remember, human-to-human connections are what you’re aiming to achieve.

If you sound overly robotic or aggressive, you’re going to lose interest. Be real, that’s what people want. You’re only human as well, so approach your storytelling as if you were speaking to a friend. If you’re thinking, well that doesn’t sound very professional, this simply isn’t the case. You can write freely and implement personality, without losing your respected voice. You can write in a professional tone but still be fun and write what seems natural. As you write, make sure you’re including all the information you need to convey the right message.

Once you’re done, go through and cut out any of the ’fluff.’ Rather than focusing on a word-count, focus on the quality of your story. If it’s too long and drags on, you’re going to lose interest. By taking this natural but informative approach, you will begin to gain the trust of those you’re targeting. Be creative, subtle, and honest to create a captivating story that supports your brand.

You know how special your brand is so share that enthusiasm with your audience. Give them the insight they’re looking for in order to support your brand and overall business. Allow storytelling to portray who you are and why people should care. Master the art of storytelling and you will master brand development and management. 

See Also: 12 Examples of Brand Personality to Inspire You 

Do you use storytelling in your marketing campaign? Do you think it is effective? 

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