Two Ways to Tell a Brand Story
“Brand storytelling” doesn’t necessarily mean a captivating tale that fits into a Once Upon a Time framework.
It’s often something else entirely: a combination of words — in the case of print ads, very few words — and images that create a memorable experience.
How you shape those elements depends on what you sell. Is it luxury? Safety? Fun? Prestige? Productivity?
You sell yourself as part of the story, whether you’re a solo entrepreneur or have a staff of 50.
What kind of business are you really in?
To tell that story well, you have to deeply understand your business from your customer’s perspective.
Tire companies, for example, doesn’t just sell tires. They sell safety. Michelin ran a wildly successful ad campaign with a photo of a baby and the slogan, “Because so much is riding on your tires.”
They knew what kind of business they were really in.
To tell a memorable brand story, try digging into the core of your business, into the reason you do what you do.
If the business is you, that process can be a little more challenging, because you have to keep the day-to-day as well as the big picture in mind at once. We tend not to be great at being objective about what we do.
Part of the process is the beginning-middle-end storytelling we’re used to. In addition to the reason you started doing what you do, you might want to share some of the events that led you to where you are now.
Your brand story creates an emotional connection with your audience
Your brand story also includes inspiration, serendipity, trepidation, determination, setbacks and lucky breaks, and damned hard work.
The chronological narrative and the way are both important ways to tell a brand story. Both are important pieces of marketing.
Knowing how they work in tandem enables you to enhance your audience’s experience with you and your business. It helps you to build trust and uncover your connection points with your customers.
Different kinds of stories require a different kind of telling. Do it well and you create a seamless picture: your customers can easily see themselves working with you. That makes selling — and buying — far easier.