How to build your brand story
Who doesn’t love a good story!?
We meet with brand managers and PRs every day. And one thing we always love is that very first conversation where they share their brand story. There’s something so special about listening to the owner of a small business or a PR manager talk about the who, what, when, where and why of their brand. There’s a sparkle in their eyes, a cadence to their words and an undeniable passion. It’s truly one of the most inspiring parts of our day – and it reaffirms the importance of storytelling in the world of PR and branding.
But let’s not sugarcoat it – a brand story isn’t just a nice-to-have; it’s a must. It’s more than just marketing jargon; it’s the very soul of your brand, the driving force that defines your business and forges meaningful connections with your audience.
Keep reading as we explore what a brand story is, why you need one, tips for crafting an impactful narrative and how to effectively share and promote it.
What exactly is a brand story?
A brand story goes far beyond the products or services you offer. It ventures into the emotional and human dimensions of your business, breathing life into your brand and making it relatable to your target audience.
A well-crafted brand story does more than engage – it resonates with your audience, fosters trust and showcases your uniqueness, allowing you to rise above the competition.
Why a brand story is essential for your business:
You might be wondering, “Do I really need one?” The unequivocal answer is yes, and here are three compelling reasons why:
Connection. Your brand story humanises your business, making it easier for customers to connect with you. People don’t just buy products. They buy into stories and experiences.
Differentiation. The market is C.R.O.W.D.E.D. There are countless brands in countless industries and countless more popping up every day! A unique brand story can distinguish you from the competition. It helps your potential customers understand why your brand is special and worthy of their attention.
Trust. A compelling brand story builds trust and credibility. When customers can relate to your values and mission, they are more likeky to trust your brand and become loyal supporters.
What you need to include:
Start at the Beginning: Your brand’s origin story is where it all begins. Share the humble beginnings, the challenges you faced and the pivotal milestones that have shaped your journey. This adds depth and authenticity to your brand, making it relatable to those who appreciate genuine, human stories.
Values and Mission: Profit is undoubtedly a goal, but your brand story should transcend monetary gains. It should be rooted in your core values and mission statement. Explain why your business exists beyond profit and how it aspires to make a positive impact on your community, industry, or even the world. Whether your focus is sustainability, social responsibility or innovation, your values and mission set the tone for your brand’s identity.
Personalisation: Behind every brand, there are real people with real dreams, ambitions and unique personalities. Introduce your audience to the faces behind your brand – the founders, team members and their roles. Showcasing the personalities that drive your brand will humanise it further and allow you to transform your brand from a faceless entity to a relatable human story that customers can connect with.
Real-Life Tales: Don’t shy away from sharing real-life experiences or stories that demonstrate the impact of your brand. Highlight how your brand has solved problems, improved lives or made a difference. These stories provide tangible evidence of the value your brand provides and strengthen the emotional connection with your audience.
The Power of Visuals: In our visually-driven world, aesthetics matter. Visual elements such as logos, colours and design play a pivotal role in conveying your brand’s personality. Your logo becomes the visual embodiment of your brand’s story, while colours evoke emotions and feelings associated with your brand. Ensure that the design elements on your website, packaging and marketing materials harmonizs with your brand’s narrative, creating a cohesive and memorable brand experience.
Tips for sharing and promoting your brand story:
You’ve crafted a beautiful brand story that encapsulates the uniqueness of your business and resonates with your audience. Now, it’s time to ensure that it reaches the right ears:
Media Outreach. Reach out to relevant media outlets, both traditional and digital, to pitch your brand story. Craft compelling press releases and media kits to make it easy for journalists to cover your story. Don’t forget to upload your brand story and assets to Flaunter for 24/7 media discoverability.
Social Media. Share your brand story on social media platforms, using compelling visuals and storytelling techniques to engage your audience.
Website and Blog. Feature your brand story prominently on your website and blog. Create related content that expands on different aspects of your story.
Email Marketing. Use email campaigns to share your brand story with your existing customer base and subscribers. Include calls to action that encourage them to share the story further.
Partnerships and Collaboration. Partner with influencers, industry leaders or like-minded brands to amplify your brand story to a wider audience.
Your brand story is a powerful tool for building a lasting connection with your audience. It captures the essence of your business, resonates with your customers and sets the stage for long-term success. So, let your brand story define your path to success in a world driven by narratives and connections.