Everyone loves a good story. Utilising the power of storytelling to connect and convert customers is integral to any brand. Told well, a good narrative will show authenticity, foster trust, and resonate with the right people. Here’s our three tips on how to effectively communicate your story. But first what is a brand story?
Brand stories explained.
A brand story tells your customers why your business exists. It should inspire emotions, making them feel more connected to your brand. And guess what? Emotions sell. Rather than showing your product or service – you need to conjure a deeper connection through words, imagery and design.
Here is an example. You’re trying to sell a sock. It’s just an ordinary sock. You describe the benefits of wearing the sock – but people have heard it before. “Yeah, I know what a sock is.” Instead, you share a compelling visual story about the making of the sock. You explain how a portion of profits go toward giving sock-less people socks. You communicate this through a series of social media posts utilising original sock imagery and an animation of how the companies profits are utilised. Now your story is resonating with your not-so-ordinary-sock-loving-customers.
What makes a good brand story?
1. Get to know your customers
Before launching into your story, get to the heart of your customer. If you haven’t already – delving into some market analysis should be on the cards. What makes your customer tick? Look into their background, goals, buying patterns, perceptions and beliefs. Gaining a thorough understanding of your customer will help you create a story that clicks and converts.
Make sure you’re speaking your customer’s language. The easier your content is to digest, the more likely customers will buy into your brand. You wouldn’t explain the fundamentals of bio-mechanics to your child the same way as to your science-loving friend. Make your content relatable to the right audience and you’re onto a winner.
2. Keep it simple.
Simple stories conjure trust and make you look fair-dinkum. It should be clear and concise and follow a narrative structure that is easy to understand.
+ The beginning – What problem did you set out to solve and why?
+ The middle – How has your business solved that problem?
+ The end – What success have you achieved and how can you help prospective customers.
Don’t try and pack too much into the story, or your message will get lost. Spell it out for your customers. You should be able to communicate why you exist and establish your entity’s personality in a short and succinct way. A picture paints a thousand words – so try using captivating graphics and minimal text to get to the point.
3. Make it look good.
Telling your story with creative flair will ensure it stands out from the crowd. Consider illustration, animation, and video to grab your customer’s attention. Utilise original photography where possible to show people you are real, adding to your authenticity. Ensure your stories are delivered with consistent campaign graphics that build brand recognition. Sharing your story in an exciting way that connects with the people that matter will create a community that is more likely to buy into your business.
Remember, your brand story isn’t definitive, it is unfolding and evolving as your business changes and grows. Customers and staff will add to your story, so make sure you’re sharing those breakthrough moments.
We can help ensure your story is authentic, simple and speaking to the right customers. Call us today on 07 3367 0394 or drop us an email to find out more about how we can bring your brand story to life.