6 steps to writing a compelling brand story
If you're like most business owners, you know that branding is important. But what many people don't realise is that your brand story is one of the most important aspects of your branding strategy. Without a compelling story, it can be difficult to stand out from the competition and attract new customers. Here, we'll outline 6 steps you can take to create a powerful brand story.
What Is a Brand Story?
A brand story is a relatable, authentic, and interesting narrative that captures the essence of a brand. It should be able to connect with the emotions of its audience and communicate a unique value proposition. A strong brand story will make a lasting impression on customers and help differentiate a company from its competitors.
A well-written brand story should be about the facts, feelings, and motivations of a company. It is more than just words on paper: it becomes word-of-mouth to inspire customers. People will be more willing to buy your product because they connect with you and feel a sense of belonging.
How do you write a compelling brand story?
1. Start with the basics
What is your company's mission? Why does your company exist? What problem do you solve? What sparked the start of your business? These are important questions to answer when defining your brand story, as they will help set the tone and purpose for everything else that follows. Your mission should be more than just a statement of what you do - it should reflect your company's values and goals.
Once you have your mission statement and values, as well as your company's unique qualities, it is important to develop a brand story that reflects these traits.
2. Share your impact on the world
Your business impact is one of the most important parts of your brand story. It's what sets you apart from other businesses and helps you connect with your customers on a deeper level. When you include your business impact in your brand story, you give your customers a reason to believe in your products or services. By sharing how your business makes a positive difference in the world, you inspire them to support your company and become loyal customers.
Including your business impact in your brand story also helps build trust between you and your customers. They'll see that you're not just out to make a quick profit, but that you genuinely care about making a positive difference. This can go a long way in establishing a strong relationship with your customers and brand loyalty.
3. Give it a storytelling structure
A good brand story should have a clear and compelling narrative structure. This will help your audience follow the story and understand its key points. There are many ways to structure a brand story (Pixar framework, Hero's journey), but some of the most effective include using a traditional three-act structure. Whichever approach you choose, make sure it is logical and easy to follow. Otherwise, you risk losing your audience's attention.
Once you have selected a storytelling structure, it is time to start filling in the details. Begin by introducing your protagonist (most likely your customers) and establish the problem they are facing. Then, introduce your brand as the solution to this problem. Finally, conclude your story with a call to action, encouraging your audience to take advantage of your product or service.
By following these steps, you can craft a brand story that is both compelling and memorable.
4. Make it human
Humanising your brand is the best way to make it appealing. Start with why you started a business, what motivates and inspires you every day in this industry, and your passions or challenges faced so far? Share stories from clients who've been important along these lines for shaping how we understand our company's values now as well as adding case studies where appropriate.
5. Use imagery to bring your story to life
Images are an important part of any brand story. They can help to set the tone and mood and can also be used to convey messages and ideas. When used effectively, images can be a powerful tool in helping to create a compelling and memorable brand story.
Relevant images and videos will set the tone for your story and help your readers to feel emotionally invested in what you're sharing. When used correctly, images can also help to break up text and make your story more visually appealing.
If you're using images in your brand story, be sure to choose ones that are high quality and relevant to the point you're trying to make.
6. Test and refine your brand story
It's important to keep testing and refining your brand story regularly, to ensure it continues to engage and inspire your audience. This might involve surveying your target market, conducting focus groups, or simply paying attention to feedback from customers and prospects. By constantly tweaking and improving your story, you can be sure that it will stay fresh and relevant, keeping people interested in your brand for the long term.
It's over to you...
Developing a great brand story is difficult. You need to share your company's history, values and passion in a way that will make customers feel most emotionally connected with you and no one else!
If you would like us to help you develop your brand story, get in touch. Our team has experience writing stories for a wide range of companies and will help you create a compelling story that appeals to your target audience.