When you shop, whether it’s grocery, clothes, or pet food, do you have brand loyalty? Do you always choose your favorite brand, or do your compare different brands to see which one seems to make the most sense for you? If one brand can get you to make a change, it has a very strong brand story. Does your company?
Why You Need to Tell Your Brand Story
Simply marketing your company and your products or services isn’t enough nowadays. Customers and clients are looking for more; they want to feel connected to your company and they want to have an emotional reaction to your marketing. That’s where storytelling comes in. It’s a big part of an overall successful marketing strategy nowadays. It can be done on your website, company blog, through social media, and with traditional marketing.
Check Out Great Brand Stories
Think of some brands, just off the top of your head. The ones that came to mind first likely have a great story attached. As Social Media Today mentioned, Toms is a popular brand that people remember because they connect shoe buying with helping a worthy cause, and they invite you to participate.
Subaru is a car brand with a solid brand story. Watch any of their commercials and you’ll see how their vehicles bring people together and help them take care of one another. Who wouldn’t want a car that helps them do that, right?
3 Steps to Creating Your Brand Story
- Ask yourself what your brand is about and what you stand for. If you own the company, think back to why you started, or interview your company’s owners. Getting to the roots of the business is a great place to start. It will also help you develop your company’s core values and mission.
- Show progression. Your company has surely gone through ups and downs, and those are part of your story. People love hearing about the reality of a situation, including where you may have stumbled, what challenges you’ve faced, and how you’ve grown.
- Include a CTA. Your brand story is a tool to help you build your business by both retaining current clients or customers and bringing in new ones. Therefore, your brand story needs a call to action, so think about what it is that you want people to do. Do you want them learn more about your company before committing? Do you want them to sign on with you exclusively? Do you simply want them to buy your products over someone else’s? Getting clear on your end goal will help you wrap up your brand story concisely and effectively.