How to Convey Your Brand Story in 3 Steps

February 13, 2017

 

Brand storytelling is all the rage and for good reasons. Stories are powerful tools for building trusting relationships which are at the heart and soul of any business. 

 

A compelling brand story allows you to engage and connect with your audience by giving them a complete picture of who you are and what value you provide; how you ease their troubles and meet their needs.

 

Every brand has a story to tell. The challenge is communicating that story in a way that attracts and resonates with your audience.

 

Here are 3 fundamental rules for conveying a memorable brand story.

 

Be Honest

Being honest requires you to be candid about your brand’s strengths and flaws which will consequently make you relatable. When consumers feel they can identify with you, they are more likely to trust you and become loyal customers. If you don’t have any faults, your story is just another sales pitch. 

 

Describe your challenges, share your failures and provide full product and service transparency to develop this open and trusting relationship.

 

McDonald’s is a prime example of an authentic brand. Even though it’s understood their food is unhealthy, they allow consumers to make informed decisions and place their confidence in the fast-food franchise. McDonald’s was the first chain to provide calorie counts on all in-store menus and ran a campaign inviting people to ask any question which the franchise answered.

 

Speak to Your Audience’s Emotions

Emotional content engages the brain by making the reader feel connected and understood because it gets to the heart of their biggest challenges. And when people feel that from a company, it increases their trust, engagement, and ultimately purchases with that brand. 

 

Listen to your customers and truly understand their pain points so you can properly address them. Answer their burning questions and speak to their feelings of fear, joy, curiosity, sadness, and hope.

 

GoPro released a video in 2013 that became a viral sensation. It showed a firefighter's heroic rescue attempt of a kitten which was captured by the advertised GoPro camera. It was a moving and uplifting ad that nurtured customers’ emotions and therefore generated brand loyalty. 

 

Point to Your Product or Service
Your product or service needs to be strategically placed within your story to communicate its value and how it can help your target audience. If they understand what problems you are solving, they will be more likely to engage with your brand.

 

Use the two points mentioned above to create an engaging storyline and then incorporate your product or service in a way that demonstrates its value.

 

Google’s viral “Reunion” video ad for Google Search highlighted the value it provides by showing how a granddaughter used it locate her grandfather’s long-lost best friend. The feature took center stage in the ad and clearly communicated how it can help consumers (and nailed the emotional appeal too!). 

 

Conclusion

A compelling brand story isn’t just another ad with a goal of attracting attention for a limited time. It’s the foundation of your brand that sets you apart from the competition and will be the difference between a failed startup and a successful business.

 

Is your brand’s story still waiting to be told? Contact us to help you create it!

 

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