Consumers are overwhelmed by the high volume of ads and other content like blogs in today’s digital era. So how do you cut through the noise and ensure they get your message? The best way is to tell your brand story.
Messages delivered as stories are 22 times more memorable than statements containing only facts. A powerful brand story is one of the essential pieces of your branding puzzle.
It can help you connect with customers emotionally and differentiate your business from the competition. If you’re not sure how to create a powerful brand story for your business, don’t worry.
This step-by-step guide will walk you through everything you need to know. So read on to prepare yourself to craft a great brand story.
What Is Brand Storytelling?
Brand storytelling is using stories to connect with customers on an emotional level and build brand equity. The brand story accounts for the events that led to your business’s inception. It also expresses how the narrative that led to your business’s formation continues to drive its mission.
The main goal of a brand story is to help the audience remember you and show empathy towards you. It also compels the audience to care about your brand.
A brand story can take many different forms. The important thing is that the story is authentic, relatable, and aligned with your brand values.
What Are the Key Steps in Crafting a Powerful Brand Story?
Now that you know what brand storytelling is and why it’s important, let’s look at how to craft a brand story that will resonate with your audience.
Here are the key steps:
Start With Self-Reflection
Before you can start crafting your brand story, you need to self-reflect. The reflection will help you understand what makes your brand unique and how best to position it in the market.
Some questions you should ask yourself during this process include:
- What are our brand’s core values?
- What are our brand’s unique selling points?
- What is our target audience?
- What is our brand’s voice?
Understanding the answers to these questions will give you a solid foundation to start crafting your brand story. Self-reflection will also help you connect with your brand on a deeper level, making it easier to tell its story authentically.
Map Out the Problem Your Brand Solves
A clear problem statement is one of the core components of a story brand framework. Your brand story should clarify what problem your brand solves and how you solve it better than anyone else. Stating the problem will help you connect with your target audience and establish trust and credibility.
To map out the problem your brand solves, start by identifying the main character in your story. This could be your brand, a customer, or even a fictional character.
Then, identify the problem that this character is facing. What are they trying to achieve? What is standing in their way?
Finally, outline how your brand helps them overcome this problem. At this point, you should mention the unique features of your product or service that make it the best solution.
Determine How Your Mission and Vision Align With Your Brand Story
Your brand story should align with your brand’s mission and vision. Your mission is why your brand exists, while your vision is what you hope to achieve in the future. Aligning your story with your mission and vision will help you stay focused when telling your story.
For example, suppose your brand’s mission is to “help people live healthier lives.” Your brand story could be about how your product or service has helped people achieve their health goals.
You’ll benefit from working with a small business coach on this step. You can find an experienced coach at deanmercado.com. The coach will guide you in developing brand clarity and will help you determine how to use your brand story to achieve your business goals.
Share a Relatable Story
Your brand story should be relatable and resonate with your target audience. To do this, focus on telling a story that your audience can identify with.
For example, if you’re targeting stay-at-home parents, your brand story could be about how your product or service helps them balance their responsibilities.
Your story will be more relatable if it addresses the struggles, beliefs, and wins that your brand has had in its journey. Use simple language that anyone can understand.
Offer Value in Your Story
Your brand story should offer value to your audience. This could be in the form of helpful information, inspiring stories, or a new perspective.
The best brand storytellers ensure that their story is more than just a sales pitch. So, focus on offering value that your audience will appreciate. A brand story example that offered value is Apple’s “The Crazy Ones” commercial.
This commercial tells the stories of some of the world’s most famous innovators, like Einstein and Martin Luther King Jr. It didn’t focus on selling Apple products. It inspired viewers to think about their own potential and what they could achieve if they were “crazy enough” to try.
End With a Call to Action
Your brand story should end with a call to action that encourages your audience to take the next step. For example, if you want your audience to buy your product, you could end your brand story with a special offer.
If you want your audience to sign up for your email list, you could end your brand story with a link to a landing page. Your call to action should be clear and concise, and it should be relevant to the story you’re telling.
Start Growing Your Business Today With a Powerful Brand Story
A brand story is a powerful way to connect with your target audience and build brand awareness. By following the steps outlined in this article, you can craft a brand story that helps you achieve your business goals. So, bite the bullet and get started on your brand story today.
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