Storytelling isn’t just for classrooms, camp fires or bedtime anymore. Today, consumers want to feel a connection with the brands they do business with, and storytelling is an essential part of forming that connection.
Great brand stories have the power to foster customer trust and loyalty, and can transform the way internal audiences perceive and talk about their organizations. But how do you effectively tell your brand’s story to maximize its impact? Follow these five tips:
- Remember that it isn’t about you. This point may be counterintuitive since it is your brand’s story we’re talking about, but the best brand stories put customers in the starring role. It should focus on your customers and what your product or service helps them achieve. Brands that play a supporting role in their own stories will have more success in building trust from customers because they will be seen as more helpful and less salesy.
- Know your audience. While knowing your audience is an essential aspect of all marketing efforts, it’s worth emphasizing when considering your brand’s story. Think about who you are talking to, what they value and what language would most appeal to them. What would be most relatable to your audience? The more detail you have about your audience, the better. Be sure to refer to or create your brand’s personas before embarking on creating your brand story.
- Be human. Even if you are selling to other businesses, your brand story should be directed towards the people behind those businesses. Focus on how your products or services impact actual people and make a difference in their lives. And being human applies to your brand too. Think about how the people behind your business – whether they are founders, employees, customers or partners – can tell the story for you.
- Go beyond what you sell. A brand story shouldn’t sound like a product brochure or a sales demo. It should talk about how your company got started, why you do what you do, where your organization excels and what your vision is for the future. Use your brand story to define your purpose rather than your product offerings.
- Be real. Authenticity goes a long way towards creating a successful brand story. Use real people, real situations, real benefits and real examples of success as much as possible. And while it’s only natural to highlight positive aspects of your brand, be sure that you aren’t over hyping who you are and what you do.