In a world filled with constant advertisements and overwhelming marketing strategies, companies can easily get lost in the shuffle. However, one way to make sure your company stands out is through brand storytelling. According to research by Headstream, if people love a brand story, 55% are likely to buy the product in the future. Brand storytelling uses stories to build strong relationships with customers and create a sense of connection and loyalty to a brand.
When done well, brand storytelling can be an extremely powerful marketing tool. Unfortunately, far too many businesses either don't have a story, or they have a story that is not nearly as effective as it could be. If you want to make sure that your brand story is working for you, here are five ways to make it more effective:
Consider your current brand positioning
Your brand story should be closely related to your brand positioning. If you're not sure what your brand positioning is, it's basically how you want your brand to be perceived by customers. Do you want to be seen as the cheap option? The luxury option? The most convenient option?
Your brand story should align with your brand positioning. For example, if you're positioning your brand as the luxury option, your story should be about why your products or services are the best of the best and worth the higher price tag.
Think about the core values of your company
When telling a brand story, it's important to consider your company's core values. What are the values that you want to communicate to your audience? What are the values that you feel make your company unique?
Once you understand your company's core values, you can start to craft a brand story that will resonate with your audience and communicate those values in a compelling way. For example, if one of your core values is providing the best possible customer service, your story should be about how you go above and beyond for your customers or how you always put their needs first.
Know your audience
Your audience is the most important part of your brand story. Because of this, your story should be something that speaks to your target audience and speaks to them in a way that resonates. Knowing who they are, what they want, and how to reach them is essential to creating a story that resonates. Without a clear understanding of your audience, your story will fall flat.
Be creative
When it comes to telling a brand story, creativity is key. As per an infographic published by OneSpot, 92% of consumers want brands to make ads that feel like a story when consumed. You want to be able to capture your audience's attention and hold it throughout the entire story.
The best way to do this is to create an interesting and relatable story. Find a way to connect with your audience on a personal level and then craft a story that resonates with them. Don't be afraid to think outside the box when it comes to your story.
Appeal to emotion
When it comes to telling a brand story, one of the most effective ways to connect with your audience is to appeal to their emotions. After all, people are more likely to remember a story that made them feel something than one that didn't.
So, how can you do this? Well, one way is to focus on the human element of your story. Share stories about the people behind your brand and what motivates them. Alternatively, you could focus on how your product or service has helped people in their everyday lives.
Whichever approach you take, make sure that your story is genuine and relatable. Your audience will be able to tell if you're being insincere, so don't try to force it. Just be honest and let the emotions flow naturally.
Conclusion
These are just a few tips to keep in mind when you're crafting your brand story. If you keep these things in mind, you'll be well on your way to having a story that is more effective, and that will help you to improve your brand.