Stay True to Your Core
When coming up with your "brand story," it is important to stay true to the foundation of your business. For example, if your company manufactures reusable water bottles, you wouldn't want your brand to be associated with anything that is disposable in nature. Instead, you would want to tell a story that coincides with sustainable values. Viewers these days are becoming more and more discerning in terms of the brands they choose to patronize, and they will immediately identify anything disingenuous.
Tug at the Heartstrings
Emotions are incredibly powerful when it comes to influencing consumer behavior, and your brand can use this fact to its advantage. People love seeing stories of triumph over adversity, personal growth and achievement, and giving back to the community, so try to incorporate these or similar storylines into your brand storytelling. Of course, any content you produce should still align with your company goals at the same time as telling your story.
The primary goal of brand storytelling is to get prospective customers excited about your brand. Whether you do this through associating with popular local events or by offering frequent promotions and discounts, the goal is to keep your customer base interested in your offerings and excited about buying from your company rather than your competitors. Aim for a high energy level in your marketing materials and branded content online so that your customers are excited to share your content with their friends and followers, helping to expand your reach even further.
Tie in Your Company's Offerings
At the end of the day, the ultimate purpose of brand storytelling is to attract new customers, and you can't accomplish this without letting people know what your company has to offer. With any content you create, whether it be blog posts, social media posts, advertisements or videos, there should almost always be an element that speaks specifically to your company's products or services. Without this critical aspect, your audience won't know why your brand is sharing its story. You need to help them make the connection between the story and your offerings.
Overall, brand storytelling is about more than just selling products; it is about helping your customers to feel more connected to your business, increasing the likelihood that they will continue to buy your products or services in the future. Keep this end goal in mind at all times to help guide you in creating your brand story. With a bit of creativity and effort, you'll draw in customers and establish dedicated brand loyalty, setting your business up for ongoing success in the future.