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It’s usually a huge put-off whenever I go through the “About Us” page of a website, only to find strings of irrelevant stuff. I generally conclude that it’s either these individuals are oblivious of the relevance of creating a brand story or rather do not know how to write a brand story. However, if you are here reading this post, it means probably by some miracle you survived an asteroid hit and suddenly realized the importance of building a brand story.
This post is designed to ensure you fully understand the importance of building a brand story which provides a basis for writing.
But for formality sakes, we will have to start from the basics. And that begins with the question;
What is a brand story?
A literal -or rather myopic- definition would be “a story behind a brand.”
If that’s what you thought, don’t fret!!! I was there once.
However, there’s more to a brand story than just a story behind a brand. Realizing this early enough gives you a basis for creating a brand story that further inspires writing a brand story the right way.
So a more in-depth definition would be that; “A brand story is a narrative that encompasses personality, facts, feelings, and voice, triggering an emotional response.”
Why is building a brand story necessary?
If you understand how essential branding is, you would automatically recognize the necessity of building a brand story. Besides, branding is incomplete without a brand story.
According to President of Astonish Media Group, Paul Conway, “A brand story is a message that creates a powerful emotional connection between your company, customers and the general public -even when they have not tried the brand experience.”
So, whether a customer buys from you or your competition is dependent on this powerful emotional connection. And only a brand story can get you that connection you seek.
Most importantly, though, a brand story gives your business credibility, inspires trust and loyalty.
With that out of the way, below are important points to keep in mind when creating and writing a brand story.
Read Also: HOW TO BUILD A STRONG BRAND IDENTITY
Figure out why your brand is in existence
Figuring out why your business was created in the first place is the foundation for creating a brand story. Using your history largely aids this thinking process.
However, the basic problem is most brands were just built for profit and nothing more. But answering questions like:
- Why does this brand exist?
- What problem are we solving?
- How are we contributing to the world?
- What was the motivation from the on-set?
- What is our mission?
sets things into perspective.
Understand your brand and product.
To be effective in building or writing a brand story, you need to understand where and how your product fits into the story –keeping your audience in mind. There must be a connection between your story, product, and audience.
And like, Paula Conway, President of Astonish Media Group, says, “Lack of self-awareness in the product is one of the biggest mistakes brands make when it comes to their story.” “You don’t sell a Kia the same way you sell a Mercedes. They are both cars, but with different performance, price point, quality, and experience expectations.”
Read Also: SECRET FACTS ABOUT TOP BRANDS 2020
Identify and understand your targeted audience.
Identifying and understanding your targeted audience is vital to creating and writing a brand story. It is imperative first to know who your story is meant for if you would ever make any connection. Besides, it’s basically impossible to reach out to everyone. There is a particular set of individuals meant for your product and story.
Find them, get to know them, understand their passions, and their pains. That gives you a foundation for creating a brand story that they can actually relate to.
Furthermore, asking these questions below gives you a starting point.
- Who is my ideal audience/market?
- How do they interact with my brand?
- How do they describe my business?
- What problems do they face, and why is my brand the solution?
- Will my story connect?
- Will they buy into my story?
Although, trying to narrow down to your ideal market/audience could be very daunting, but, trust me, it’s worth the troubles. It’s the only way to build a brand story that resonates.
Read Also: CREATING A BRAND THE APPLES WAY
Start writing your brand story
The final step is implementation. This is achieved by building your brand story around these points above with a notepad and a pen.
It doesn’t have to be fancy or interesting; it just needs to be simple, authentic, and a true reflection of your brand.
If you play your cards right with points above, striking a chord, stirring up emotions, and writing a brand story, the right shouldn’t be a problem.
But, just in case you need more clarifications, you can get back to us on the comment box.