Building a brand has always been a complex process, but now it is getting increasingly difficult because dozens of companies and startups keep emerging week after week.
This requires a better and more advanced brand-building approach that we call storytelling.
A brand story is a cohesive narrative that encompasses the facts and feelings that are created by your business, thus inspiring an emotional reaction among consumers.
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It basically means that you need to personalize the business and make it sound more natural and appealing.
This is the only way to build customer loyalty and ensure the long-term success of your business. In this post, we will show you a step-by-step guide to creating a gripping story for your brand.
Why brand story matters?
A brand-related storytelling adds to the credibility of your company. It explains what makes your business so good and trustworthy, allowing you to distinguish your brand from competitors.
The brand story encourages loyalty, which is why over 90% of people who feel a connection with a company believe it’s a positive experience. But how do you really build customer loyalty through storytelling?
Jason Langford, a branding specialist at Best Essays, explained it concisely: “Average consumers are tired of paid advertising. They just want you to be honest and authentic, giving them the reason to relate to your brand more closely. This is exactly what brand stories do – they convince people that your business communication is not about ads and sales pitches, but rather about cherishing relationships with your clients.”
How to write a compelling brand story
Now that you know what makes brand stories so important, it is time to learn how to write one. Keep in mind that it’s a creative process, so you won’t always use the same pattern. However, brand storytelling generally consists of these three segments:
Each story revolves around a problem. The brand story should reveal it and explain the basic questions: Who? What? When? Where? Why?
It’s more or less a journalistic style of writing because you need to get consumers acquainted with your goals. They ought to know the purpose of your business.
We will use Elon Musk’s company Tesla as an example in this article. In this project, Musk focuses on electric car production because he knows oil companies are the most dangerous threat to the global environment. It’s a simple plot, but a great one for the brand story.
Besides the 5W questions, journalistic style requires you to answer one more inquiry: How? How are you going to solve the problem?
Can you explain to the customers how your products work? Do they really resolve practical everyday issues? The brand story must be able to answer this crucial question.
In our example, the answer is rather simple – Tesla solves the oil pollution problem by making electric cars.
They even made a global network of chargers at hotels, restaurants, and shopping centers to ensure easy use of the new technology. The idea is crystal clear and the brand story can capitalize on it.
The last segment of a brand story should talk about success. You need to convince customers that you managed to overcome all obstacles and create a sustainable business.
People love happy endings, so it’s your job to prove the success and let them enjoy. However, don’t present it as the completion of the journey.
Your success will go on and consumers should enjoy the ride with you because they want to play for the winning team. Elon Musk definitely proved to be a success story.
His projects are widely recognized as altruistic but profitable, which improves the overall company reputation and proves the quality of his brand story.
The most effective brand story narratives
While storytelling depends mostly on your imagination and creativity, it still rarely goes beyond the few common themes. There are 7 basic brand-related narratives:
- Good versus evil: In this narrative, you are talking about your mission to stop something very bad from happening. Customers consider you brave and generous.
- A quest for something special: You want to make a big achievement, thus inspiring people to support you.
- Rags to riches: The story shows how you worked hard to turn from poor to a millionaire. It’s a ray of hope for your consumers.
- Love: This is the oldest trick in the book because everybody enjoys a good love story.
- Revenge: You are not being treated fairly, but you can retaliate. Who wouldn’t like to be in your position?
- Individual versus society: You see a problem and want to set things right, just like millions of customers worldwide.
- Survival in the new environment: This theme shows consumers how you managed to adapt to new circumstances and make it through the hard times. It’s an inspirational story because most people go through the same process at one point in their lives.
Remember our Tesla example? If you think about it, you will see that it follows a few narratives: good versus evil, individual versus society, survival in the new environment, and even a quest for something special.
Don’t forget promotion
You’ve got everything figured out by now, but you still need to keep one thing in mind and that is to promote the brand story.
As a person behind the story, you should build your self-brand and become an influential industry figure. This way, you will grow the number of professional connections and allow other influencers to discover you easily.
Besides that, you and your company need to be active on social media to grab the attention of the target audience. Seize the opportunity to tell your brand story whenever possible.
You can also encourage both the employees and your customers to share the news and talk about your story. All these tricks will help you to raise brand story awareness and boost your business in the long run.
You can’t build the business without a powerful brand story. It’s a crucial part of the marketing strategy that requires creativity and a lot of strategic thinking.
Your goal is to personalize the brand and strengthen relations with your customers by explaining the history and the purpose of your business.
In this post, we showed you the step-by-step guide to creating a gripping story for your brand. These tips and suggestions should be an anchor of your storytelling process, so don’t hesitate to try them out.
If you need additional explanations about this topic – feel free to let us know in comments and we’ll be glad to answer you!
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