What is a brand story?
If you wonder, it is the brand's history or elevator pitch you deliver in a marketing team. They're not entirely wrong, just a part of the brand story, but it should be something much bigger and more than content or a narrative.
A brand story has built belong the development of your brand. Everything you do, each element of your business, from the color or texture of your packaging and business cards, to the staff you hire, is a part of your brand story. Each piece will reflect the truth of your brand to the customers. If you can create a compelling story, the customers will care about who you are, what you sell, and whether it matches their needs.
Why do you need a story to tell?
You are not rather a commodity if you don't have a brand story, it helps you differentiate your company from the opponents. Story branding is not simply by standing out and get noticed, you need to build a clarified message within a compelling story. You need to frame the scarcity and position the brand of your business.
Your brand story is a solid foundation for any marketing strategies for future growth. And it's essential to focus on the aspect of your offer that will help people survive and thrive. The human brain is intent on sorting through information and discarding millions of unnecessary facts every day. Therefore, if you ramble on and on about how you have the most extensive manufacturing products or how great your marketing campaign is, the customer won't listen to you. It would be best if you implemented Maslow's hierarchy of needs - things that people genuinely care about when working on your brand story. Your product is only a part of the story. A potential customer relationship with your brand will likely begin and nurture before purchasing your products or services.
How to write a brand story?
1. Hight light your story's conflict:
Don't treat conflicts as always a negative point. At the core, stories are about overcoming adversity, so if there is no conflict, drama, or emotional journey people can relate to, it can not hold anyone's attention and resonate with them.
But in the business world, they are horrified to reveal any adversity or imperfections that companies have faced. Businesses try to draw a rosy, blemish-free story to visualize the best solution in customers' eyes. However, in reality, this is a misconception, nothing is perfect, and customers sometimes feel tired with any information they absorb and discard every day. You may unconsciously tailor a brand story that is too good to be true in customers' thoughts, which becomes counterproductive. Humans don't relate to perfection. Instead, they are more enjoyable with the emotional journey of struggling with challenges, adversity, and ultimately, overcoming. Because, in a nutshell, that's the story of life. So, conflict is a key to compelling stories, and the more you are honest about your shortcomings, the more customers respect and relate to your brand.
2. Have your story's status quo and resolution
Besides the conflicts, you also need two essential elements that make up your brand story: status quo and resolution. The status quo is simply the way things are or the initial nature of the situation. And conflicts will emerge to disrupt this situation and put something at stake. So, as a protagonist, you need to find a resolution and work on it to give your audience an emotional payoff. You can tactically and simply draw your brand story with a structure: a status quo - conflicts - resolution. Let give an example: VSHR Digital Media.
Status Quo: We are a creative and media agency that works differently because we build differently. As digital marketers, we do care and coordinate with you to work on your brand's success.
Conflicts: Today, there are multiple platforms, ubiquitous and instantly accessible searching results, and endless choices in every competitive niche, the customers now totally control. They engage and choose the experience they truly trust and enjoy, and hence there is not easy to attract their attention and convert it into sales.
Resolution: Engaging and giving more value along with your brand story, along the customer journey. You should be patient to tailor key messages, dig into your potential customers' needs relating to your brand. Branding is a long journey of talking with your customers intimately day in day out, partnership with them for the development, and draw a circle of the customer journey so your business can hold them accountable for each stage.
1. Jane Hope. 2018. What's a brand story, and why does my company need one. Echostories.
2. How to Tell a Compelling Brand Story [Guide + Examples]. Blog.Hubspot.com