How To Find Your
Several brands have long recognized the power of brand storytelling to build trust and loyal brand advocates (think: Apple, Nike, Coca-Cola).
Through storytelling, businesses can appear more human, more relatable - likable even. With stories, brands can connect with consumers in a deeper, more meaningful way that directly impacts customer acquisition and retention.
But know this:
Every business has a story to tell. Most just don’t know how to find or tell it. These next few chapters will go over how to do just that.
While searching for your brand stories, use the following checklist following to unsure your stories have all the right attributes.
See to it that your story:
☐ Is honest - You will never be able to build trust if your brand stories aren’t built on a foundation of truth. Your stories should feature real people and events, exactly as they occurred. They should be based on genuine emotions and fact. ☐ Is human - People trust people, not corporations. Therefore, your brand stories should be as human as possible, featuring actual people and events. Use natural language, and avoid sounding sales-y. The more forced or unnatural it comes off, the fewer people will trust its authenticity. ☐ Is original - If you want to stand out, be truly unique. Put a new spin on an old story, or switch up the narrative. You need to offer a new perspective to make people pay attention. ☐ Is simple - The simpler your story, the better it will sound and the more trustworthy and shareable it will be. Have a beginning, middle, and an end to your story - a beginning that hooks them, a middle that entertains them, and an end that suggests continuity, or the beginning of great success.
Is relatable- The goal is here is to establish a connection with consumers, so show them that you're relatable. Don't be so corporate-centric. Instead, show customers that you understand them and draw similarities. Otherwise, they're unlikely to engage.
☐ Can be conveyed visually - Audiences want to see, read, and hear your story. Visuals communicate faster than words and can bring your story to life. Add context to your story; create a setting. Visual elements to use here include photos, videos, drawings, and even facial expressions for speaking events.
Now that you know the essentials, you're just about ready to start sharing your story. Before that happens though, there are a few
techniques you can use to improve your brand storytelling...
Great stories aren't always obvious. Maybe for some, but in most cases, it requires deep thought and self-reflection to find it. In those situations, it often helps to do some Q&A. Get your team together and answer the following questions:
- Why does your business exist? What was the reason for getting into business in the first place? What audience does your business serve? What makes you interesting? What makes you different? What problem do you solve?
- What is your history? What is the history of how your company came to be? Was there a special event or driving force? Where did your first store open? When, and what was it called? How has it grown? Who was your first customer, and what was their experience?
- Who are your main characters? Who founded the company, and why did they found it? What was happening in the world at that time? What inspired them? What sort of struggles did they face?
- What is your company mission? What is its purpose? What are the goals? Who wrote your company mission, and how did they write it? The company mission is critical here. If it is in any way weak or unclear, it will reflect in your story.
- What are your core brand values? What values does your company hold close? How have these brand values changed over time? What is the philosophy behind your company, and how did that come about?
- How do your customers feel? What do your customers say about your brand? What’s the best thing they’ve said? The worst? Why do they buy from you, and what keeps them coming back?
- How have you failed? Failure often makes the best stories. Ask yourself how you've failed and how you overcame your failures. Be transparent about these challenges, and don't sugar coat the worst of it. You have the opportunity to create real emotional connection here.
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How to find your brand story: Questions to ask