Welcome back! Today, we’re diving into one of my favorite topics – brand stories. But, more specifically, how to create a good brand story. I get it, diving into this creative process can feel daunting and overwhelming, but I have three pieces of wonderful knowledge to share with you that can make this a little bit easier. First, we’re going to start with what a brand story is and why the heck you need one. Then, I’m going to share something that may ruffle some feathers – it’s something that I believe many big brands are overlooking and that’s, sharing the who behind your brand. And lastly, we’ll talk about how to get you started on your own brand story. So, fasten your seatbelts because we’ve got a lot to cover, but by the end, you’ll have the tools you need to build a brand story worthy of a Pulitzer Prize.
What Is a Brand Story and Why Do You Need One?
Let’s begin with the basics. What exactly is a brand story? Funny you should ask, I actually have an entire blog dedicated to this exact question. In short, think of it as the essence of your brand – what it stands for, why it exists, and why it does what it does. Your brand story is what motivates your customers to take an interest in your products or services. It’s much more than a marketing gimmick with a wacky-waving-arm-flailing-inflatable-tube man; it’s the heart and soul of your business.
But why is a brand story so important? As I’ve said a thousand times before and I’ll continue to preach it: many people in our world have some major trust issues. Customers find themselves overloaded with choices and it can leave them feeling lost and even skeptical. This is where your brand story comes into play – it’s your not-so-secret weapon. It possesses the ability to cut through the noise and set you apart from the competition, not just by conveying what you do but, more importantly, by revealing why you do it. Your brand story provides an intimate view of your company, allowing customers to connect with your values and mission. Who doesn’t love finding a brand that has a mission and values that light you up?
The Secret Ingredient: Embracing the “Who”
Now, here’s the secret that most big brands overlook: the “who” behind your brand. You may have heard of Simon Sinek’s famous TED Talk about starting with “why.” If you haven’t, I highly recommend checking it out because it’s an excellent video. While starting with “why” is essential, it’s not the whole story. To build trust and stand out in a crowded marketplace, we must also humanize our brands.
Many big brands tend to fixate on lofty theories and abstract concepts, totally bypassing the human touch. Your brand story should not be a faceless entity but a platform that introduces the living, breathing individuals who infuse life into your brand. It’s about transcending the realm of business jargon and corporate facades, and instead, presenting your brand as relatable on a profoundly human level. It’s the realization that your brand isn’t merely an abstract entity, but a collective of passionate, driven individuals who share common values and aspirations. This human connection is a superpower that fosters authenticity, deepens trust, and nurtures lasting brand-consumer relationships.
Creating Your Brand Story
You might be thinking, “This sounds like a lot to include in one brand story.” You’re absolutely right, which is why today’s brand story needs to be a mosaic of brand stories. Think of it as a beautiful tapestry woven from all the different ideas, visions, values, and people that collectively represent your company.
Your brand mosaic should include stories about what your company is, what you stand for, why you do what you do, who does it, where, when, and how you do it. This intricate blend of stories is what will help your customers see you, trust your brand, and recognize it on social media.
Videos are a great tool for crafting your brand mosaic, but you can also use text and photos. Each piece of content should tell a different story. For example:
- Who Makes Your Product: Showcase the people responsible for creating your products. Give customers a glimpse of the humans behind the scenes, their processes, and their dedication.
- Customer Testimonials: Instead of just displaying written testimonials on your website, have different team members read them aloud in short videos. This adds a personal touch and showcases the diversity within your organization.
- Overcoming Challenges: Share stories of challenges your company has overcome. It could be a logistical hurdle or a new product development. Highlight the individuals who played a significant role in solving these challenges.
- Community and Values: Illustrate how your brand contributes to the community or stands for specific values. This could include stories of charity work, environmental initiatives, or partnerships with local organizations.
- Behind-the-Scenes: Provide a glimpse into your team’s daily life, whether it’s a quick video call or a snapshot of a team member’s day, complete with bunny slippers and cozy blankets.
By following these steps and creating your brand mosaic, you’ll set yourself apart on social media. Your brand story will be different, focusing on the “who” as well as the “why” and “what.” As you continually tell your brand’s story through diverse narratives, you’ll build trust, likability, and meaningful relationships with your audience. I can’t wait to see what you create!
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