At Pushleads it’s important to our mission to assist brands in becoming the best they can be. We often say that a company without a brand is like a body without a soul.
We’re discussing a story.
What if a potential consumer inquired, “What’s your story?” What would your response be? Would you respond by detailing the origins of your brand and how it has evolved through time? If that’s the case, you’re not alone. Many of our clients respond in the same way when we ask them this question. Neither you nor they are incorrect: Your brand’s past can be an important aspect of its narrative. But it’s not the complete story. Your brand’s story should be far greater than that. It must be a strategic narrative.
What Do We Mean When We Say "Brand Story?"
Brand stories aren’t the same thing as marketing collateral. They aren’t commercials or sales pitches. They’re the starting point for these materials…and for your brand as a whole.
Imagine your company’s story as the sun in the center of the universe. It serves as the foundation for your brand and should govern how you communicate with the rest of the world at all times.
Consider the well-known brands Disney, Coca-Cola, and Apple. Their stories are legendary, and they’ve long understood the importance of using stories to connect with (and consequently retain and increase) their audience.
With these organizations in mind, it’s easy to understand how a brand story is more than a timeline, and a rack card or brochure isn’t enough. It’s the entire story that surrounds your business. It explains not only how you conduct business, but also why your brand exists and, more importantly, how it can solve your clients’ issues and improve their lives.
In other words, it’s not only about the facts about your brand; it’s also about the sentiments it evokes. Your brand story should elicit an emotional response in addition to showing and telling. When it happens, you’ve laid the groundwork for long-term success.
What's the Point?
We’re all drawn to stories in some way. Remember how you fought to keep your eyes open when your mother or father read to you at night or listened closely around the campfire, expecting to be scared?! Nothing beats the power of a good brand story to entice clients.
Science backs this up, as it turns out that stories have physiological effects on those who hear them. It’s sophisticated science, including hormones and neurotransmitters, but the bottom line is this: Stories set off a cascade of molecular reactions in our brains that make them simply appealing. The release of oxytocin, also known as the “love hormone” or “cuddle hormone,” is one example. Even with fictional individuals, we get empathetically engaged.
You can also look at the why in this way: Consider how much data you come across on a daily basis, and how much information you consume. It’s a lot, and it all adds up to chaos. To make sense of it all, your brain craves and requires a tale. When your company provides one, you’ve found a way to stand out from the crowd and fascinate your audience.
How to Tell a Great Brand Story: 4 Points to Consider
An article in Entrepreneur magazine once offered the four rules for establishing a brand story, which we follow at Storypowered and ensure our clients’ brands transmit every day:
- That it is true.
- It invokes human emotion.
- It’s unique.
- It is beneficial to the customer.
Remind yourself of the three major brands. Do they match these criteria? Yes, absolutely! In a big way! Strive to clearly convey how your fresh, unique brand delivers value to your customers’ lives in an honest, approachable way so that they can totally empathize and connect for an effective brand story.
Even with these principles, we understand that writing your brand’s story may be tough. After all, storytelling isn’t for everyone, and talking about oneself is difficult. That’s fine; it’s why we’ve come.
We’re passionate about assisting our clients in developing emotional messages that promote favorable impression, active involvement, and, ultimately, customer purchase motivation.
Thank you for stopping by today. If you enjoyed this article you may also like: How to Create a Brand Strategy That Will Guarantee Long-Term Success
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