You are your brand—and your story is your brand’s story. Crafting an appealing brand story is the act of sharing your history in a way that customers can relate to.
What, exactly, is a Brand Story?
Unlike a mission statement or factual summary, your brand story is a narrative that inspires an emotional response. A brand story forms the foundation your brand is built on. It encompasses your business’ voice, experience, and personality.
Your brand story should bring you and your audience together.
So why does having a story matter so much?
- It lends your brand credibility, everybody loves working with companies that they relate to
- Powerful stories create trust
- Authentic stories inspire loyalty
Remember, your story should be authentic, but we have some tips that will help you articulate it!
5 Steps to Create a Powerful Branding Story
1. Use your history
Start at the beginning. What was your goal when you launched your business? How has it changed? Why did it change? Share your history authentically and with real emotions—highs, lows, and everything in between.
The story you convey in all your advertising, communications, and branding should share:
- The problem your brand wants to solve, your reason for existing
- How you created a solution to that problem
- Why that problem is important and why they should care
- How successful your solution has been
- What kind of customers find value in your services
Check out Ruby’s blog post: How Ruby Became Ruby: Our Small to Big Story to see one of the ways Ruby shares their story.
2. Start writing
Your brand story doesn’t have to be fancy; it just has to be authentic. The way you tell it should reflect who your brand is.
Writing forces you to think critically about your brand. How did you get started on financial law? Is construction your passion? Are you family-run business? Jot it all down and then figure out how to craft it into something that evokes emotions.
As you start writing, certain themes will rise above others. These themes are the ones which resonate with you—and by extension your brand—the most. Hone in on them.
Some things to keep in mind:
- Keep it simple and easy to understand
- Be direct
- Again, be authentic, don’t edit out the rough edges
3. Understand your audience
Before solidifying your brand story and turning it into assets to share, make sure you know your audience.
- Who is your target market?
- How do they understand and interact with your brand?
- How do they describe your business?
- What problems do your customers face and why do they choose you to help solve them?
- Will your story connect with your audience?
- Will your customers buy into your story?
Now, look at what you’ve written and compare it to how your audience feels. If your story will inspire them, it’s time to share it with the world.
4. Write your story (round 2.0)
Take everything you’ve learned so far, and start piecing together the story you want to tell—and deciding where you want to share it.
Make it feel real, flow well, and mean something.
5. Share your story
The worst brand story is the one that never gets shared.
Share it on your website, in a blog post, and in your Facebook “about” section. Make sure that everybody in your company knows your story so well that their actions and words will reflect it.
If you took the time to create a story, it’s important that it’s easy for your audience to find.
Stories are powerful. They move and inspire you—and it’s time to add your story to the conversation.
Gabe Arnold is the founder of Copywriter Today where you can get unlimited fresh content for all your marketing needs. If you want 250 free headline ideas for your next marketing campaign, use their free tool here.