In this age of heightened digital stimulation and commercialisation, it has become even more important for businesses to foster genuine emotional connections with their target audience. A colossal 86 per cent of customers look for authenticity when choosing which brands to buy, and there’s no better way to spark their interest and gain their loyalty than through the timeless art of storytelling. Creating a compelling brand story allows you to connect your business and values to your target audience, bringing your incredible products or services to life.
Why brand storytelling
Stories are scientifically proven to attract a customer's attention and even stimulate brain activity. That’s why brand storytelling is important to include in your publicity campaigns as a surefire way to connect to your target audience. We are inherently more engaged when reading interesting stories than when faced with mind-numbing facts and statistics. In a world of instant gratification and constant distraction, it’s more important than ever to convey information in a way that’s engaging and digestible. Storytelling is the most effective way to achieve that.
With an unforgettable brand story, companies can set themselves apart from competitors and build a loyal customer base – a "tribe" of people who truly believe in their product or service. By transforming your brand's history, passions, motivations and aspirations into a clear narrative, you can effectively showcase your brand and highlight why your product or service is important and worth investing in. Brand storytelling gives your venture a voice, personality and life of its own, which evolves with your company.
Ultimately, it is not the best product that is always successful, but rather the company with the most effective brand story.
What is a brand story?
Simply put, a brand story is the 'life' story of your brand or company; the narrative weaving together facts and emotions behind your very existence. It answers questions such as:
- How did you get to where you are today?
- What is unique about your brand, and why does it stand apart from its competitors?
- Where do you want to be in the future, and what inspires you?
Customers are more likely to invest in brands they believe in – brands with a fascinating history and values that align with their own.
A brand story encompasses everything your company does, representing the image it portrays to the world. Its story is a complete picture of words, images, emotions, facts and interpretations that your brand evokes. A unique and authentic brand story maximises your company's visibility and drives profit while fostering a personal, emotional connection with existing and potential consumers.
How to write a brand story
Effective brand storytelling is essential to the success of your company. But maybe you're wondering how to write a brand story.
First, you must be clear about the 'why'. The audience wants to know how you can improve their lives and why the product or service you provide is not only exceptional but essential.
To narrate your brand's purpose, you must first understand your product and your audience. You can begin by analysing your competitors’ marketing strategies, including their brand stories, then ascertain how your brand fills a gap in the market. Be self-aware and honest about your brand’s perceived importance in the marketplace.
Also ask yourself questions such as: Who is my target audience? What are their values, and what do they expect from my company? As brand storytelling is overwhelmingly focused on eliciting emotional responses, always consider your target audience's emotions. People connect, first and foremost with other people, so emphasising human stories and experiences relating to your product or service is vital to writing a compelling brand story that attracts a loyal "tribe" of customers.
Another key to writing an unforgettable brand story is to be clear and concise. Focus more on spreading your brand's general message and purpose instead of drowning the reader in details. Remember, the power of the emotion you invoke in your audience distinguishes an ineffective or mediocre brand story from an extraordinary one.
Never underestimate the importance of an effective brand story. It is key to the progression of any business as it helps to create an emotional connection between your brand and target audience. It expresses your company's purpose and values in an engaging, effective manner, which is bound to increase customer loyalty and profit potential. The most successful global companies have a history of genius storytelling. Remember, it is not necessarily the company with the best product that’s the most successful but rather the brand with the most emotive, relatable story.