Stories have been a great communication tool ever since time immemorial. A brand story helps to develop an emotional connection between the brand and its consumers. They are great inspirational tools since they fire people’s imagination and most often propel them to act. Brand stories are the only good ground for business but are also profitable and contain memorable messages which stick in people’s mind as they make them think and feel like the characters.
Write Your Brand Story in 10 Easy Steps
Most of the great entrepreneurs that we know and would want to associate with always have their own stories behind the greatness. Great brands articulate their brand’s stories because only through inspiring we are able to add value to other people. Therefore, for you to become an outstanding and successful entrepreneur, you must have a brand story, and the following steps will help you write yours.
1. Have a Clear Vision
The first and most important part of writing a brand story is to have an extremely clear vision. You need to think beyond the products and services that you offer to your consumers. You should focus on building a legacy. You should concentrate on creating an impact on not only your consumers but also the non-consumers.
The brand story should be able to not only provide services to the target audience but also empower and motivate them as well. They should be able to gain some value by interacting with your brand. Having a clear vision also means that you connect with the correct audience.
2. Relate to the Audience
Getting to know your audience will help in creating a vivid picture of the character that your brand is addressing. This will involve knowing their passion, what motivates them, the challenges they encounter, their lifestyle as well as their likes and dislikes. It will also help in creating your persona, make your persona go through the challenges and then create a working solution to the challenge.
Your character should be factious as well as the challenges they undergo. The solutions provided should also be humanly relatable. Blake Mycoskie, for instance, created the Tom shoes and decided to donate them to the shoeless children in Bueno’s Aries – he knew the challenges that were facing his audience. He came up with a relatable solution for the children knowing well that they couldn’t afford shoes, so he offered to donate them. This earned his brand a lasting legacy.
3. Use Descriptive Words
While writing your brand story, you need to give as many descriptions as you can. People are moved by what they see and feel. You should use words that try to evoke the feeling of your target audience when they visualize themselves in the same situation. As the storyteller, you should be able to map your communications plan. This will help you align the story with the channel of your target audience. How well you narrate your story should be a key factor as this is what will be able to move your audience.
4. Give Historical Accounts
Every company out there had a past before it got to where it is. They also have plans and goals for the future. Your brand story should have interesting but factual testimonials as to where the company has come from, and what steered it forth to where it is at the moment. These testimonials should be motivating but should not be exaggerated.
You should also be able to explain your plans for the future, which should not focus only on the company but on its audience as well. Give highlights on your purpose, goals achieved, and those yet to be accomplished, your vision for the brand and realizations. You can also identify some loopholes noted in previously and what you did to seal them, the progress that has been so far and how far you want to go.
Your brand story should remain consistent with the promise and image. Consistency will make your story to be true, honest, and believable. A consistent brand story helps to generate leads which can be used to write a brand story that’s gratifying and consolidating for the future. If you tell your audience a given story today, then two weeks later come up with a different one, and the next month it’s something totally different from the first and the second, they will be forced to believe that you are lying or may end up confused.
6. Uniqueness and Originality
You should be able to come up with very genuine and authentic ideas. This will help to make your brand as outstanding as possible. It may require one to go an extra mile in burning the midnight oil while trying to research on unique and extraordinary ideas. It’s the originality of your brand story and its unique nature that will be able to attract consumers to use your products and not go for the alternatives. With the high competition in the outside market from other brands, the only thing that will make your brand marketable will be its unique nature. There are various ways to do this, for example, choosing the best domain that will ring in the ears of your customers and prospects.
7. Keep it Simplified
Most people do not like very detailed stories which will require a lot of attention and time. It should be simplified in such a manner that the audience will not have to venture a lot of energy and thinking before grasping an idea of what the story is all about. However, this does not mean that you omit certain details just for you to keep it short. It should be precise but contain all the required information. If it contains images or videos for that matter, then they should be self-explanatory. WordPress offers various plugins to help you in visual design; just make sure that your design clearly passes the message across.
8. Understand the Complete Story Arc
The brand story should be long term so that your audience can be able to relate and identify with it. It should be in such a way that it doesn’t end in just one shot. Give it a twist that will leave your audience guessing and anticipating to know what’s next. The challenges that your character go through should not have an immediate solution.
9. It Should Have Value
Your brand story should be able to transform the target audience. People should be able to gain some value from interacting with the brand. Before deciding on going with a certain story for your brand, ask yourself what value does it add to your marketing efforts? Make sure to quantify this value; you are in business after all.
10. The Characters Should Be Relatable to the Audience
The target audience should be able to relate to the persona in your story. This will help in growing their emotional connection. For instance, your brand should not have unhealthy characters, yet you are talking about food supply.
A good brand story is what determines how well your brand will be able to sell to your target audience. It should not only be captivating but also motivating and emotionally attaching. Focus more on making your brand story, and it will give you an easy time marketing your products.
Author Bio: Sophia Clark is a creative writer. She is working on several projects. And one of them is Edubirdie. In her free time, she enjoys writing fiction as well as reading it. Her big dream is to publish a book one day. Connect with her on G+.