Your brand story represents who you are and what you stand for.
The science behind storytelling tells us that by understanding others’ thoughts and feelings, we can empathise, creating emotional connections. These connections can turn into trust and, eventually, revenue.
That’s why understanding how to build a compelling brand story – that’s unique to your company – is crucial.
Your brand story starts at the beginning
Before you can write your story, you must understand who you are.
Answering these questions will help you establish your motivations and goals:
- Why does your business exist?
- How do you contribute to the world?
- What are your long-term goals?
- What motivated you to start your business in the first place?
The most compelling brand stories start when someone couldn’t find something and went out there and made it themselves. It shows that you have a hunger for what you do and that you’re not just out to make money. Why? Because you spotted a problem that needed to be solved and found a way to make your customers’ lives easier.
Think about your product
Before you can make someone care about your brand, you must understand what you offer and how it fits your customers’ needs.
- What is the quality and price point of your product?
- What problems are you solving for your customer?
- Does your product make your customers feel a certain way?
- How is your product different from that of your competitors?
Think about your audience
So far, you’ve studied your business, what you do and why you do it. Now, it’s time to think about the passions and pain points of your audience:
- What is at stake if your customer doesn’t buy your product?
- What issues are keeping your customers awake at night?
- Who are the people you currently work with?
- Who is your ideal customer?
By the way, your audience will spot a phony story a mile away. That’s why it’s crucial that your brand story authentically represents you, your brand, and your product.
We all love a good story
We’ve all grown up with stories; they are how we learn. That’s why creating a story for your brand is such a powerful marketing tool.