A good branding story not only improves sales but also sets the framework for loyalty, recognition, and rapport. We have already clarified that people don't buy on logic but emotion. It means that your customer base cares when you have a compelling story to tell. Simply speaking, when your brand solves a problem and signifies an emotion.
You have to develop a story that profoundly allows your audience to connect with your brand as a marketer. You don't always have to create a fake narration, but even actual events must be structured. You have to be clinical with your story, so your audience reacts the same as your planning.
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Storytelling is an art, and only a few of us have this distinct skill. To explore and learn more such skills signup for 15 minutes micro courses by downloading the KoolStories app. Let's undergo one such enlightening saga.
What is a brand story?
A brand story speaks for your history and future vision. It expands your brand beyond your product. A good brand story builds a perception that helps you sell more and sell often. It is the intangible connection a customer feels with your brand. A sort of familiarity that arouses genuine interest in what you stand for, your values, origins, and mission.
Your brand story builds trust among consumers and your employees, protecting their loyalty. Remember, boosting an emotional bond is the name of the game.
How to develop a brand story?
Know your brand
To begin with, you have to have a deep understanding of your brand. It becomes more critical if you haven't been with the brand since its inception. Talk to the core employees of the company while gathering any information possible. Understand the reason your brand emerged and why people become its consumers.
Learn about the founding story from different perspectives so that you can develop a three-dimensional viewpoint. Also, understand the general attitude of your consumers. If you start with a new brand, you must create the truest yet a bit dramatised story.
Clarify the why?
There are pretty basic questions that need answers before compiling the story. These questions will help you remain clear while developing your narration. Moreover, they will guide you in moulding the content as per your goals. Firstly, find the reason for your brand's existence. Why is it even there? Secondly, understand your brand's contribution to the world. Why does it matter? In the next step, be clear on your brand's mission? What is the vision of your brand?
Fourthly, write down the values of the brand? What does it stand for? Finally, find the motivation behind your brand's inception. What was the inspiration behind its creation? Your brand's purpose is your story's foundation.
Know your audience
You can't tell a good story until you know who's on the next end of the communication. Do extensive research on your target audience's pain points and desires, and be clear about their expectations from your brand.
It will help you develop a story where your brand's reality interlaces with your audience's needs. A resonating story has a higher chance of delivering results than a good narration that is not relatable.
Audience insight will also help you know your ideal customer and somebody in line with your core values and has the best possibility of buying your product.
Humanise
Always keep things as authentic as possible rather than communicating a story that is not believable. People will only connect with people, not with logic or the best product in the world. They see themselves in your brand's story, and if it's relatable, then you have won half of the battle.
Furthermore, people love a hero story or a story about an underdog making it big. They sincerely appreciate comeback stories. Why? Because it inspires them to become better, isn't that what your brand promises? A better life.
Use imperfect and relatable characters in your stories, or it will look pretentious.
Remember the end goal
While developing a story, you can often move away from your goals because every brand narration has some "not- so-correct" information. It can confuse you into building a different commentary than your intentions. Thus, you must be ready to discourage any event that might contradict your creative vision.
Include facts
Facts will back your stories' credibility. Add keynotes, data, and actual events to eliminate loopholes from your story. If possible, use documents to implement subtle but impactful hard sell. Let people talk about what they think about your brand. Use testimonials to add variety to your story's reputation.
Create a personality and stick to it
Your story should be close to the brand's personality. Take a focused approach so that your story develops that same identity as your brand. Never try to do too many experiments. Remember, a story that takes unnecessary information into account is bound to fail.
Even the most delicate details have the power to irritate your audience, and you don't want to make them feel robbed. All your focus should be on a single brand personality that can have layers but speaks nothing contrasting. For example - Every Nike story you may ever encounter inspires you to take action and be the hero you deserve. Nothing seems out of place!
Conclusion
Brand storytelling is an art crafted by only the best marketers. Anybody can think of a compelling story - for once. A marketer has to do it daily, which makes it more difficult.
Use the tips mentioned above to produce excellent brand stories without getting burned out. Learn some practical recommendations from our experts to begin your journey as a storyteller who sells. There might be times when a brand won't have a story to tell, but that's where your intelligence comes in. Give brands a reason to trust you and audiences another reason to go shopping.
Your storytelling can make or break a brand. It's a huge responsibility, but that must not stop you from taking an out-of-the-box decision every once in a while.
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