Since the dawn of humankind, people have always loved a good story. Stories allow us to communicate, see different perspectives, and understand each other better. In the business world, brand stories are an essential ingredient in marketing. A brand story is not just a bunch of facts and stats about your company or product — it’s an engaging narrative that explains why your brand exists, what it stands for and how it can help people solve their problems. When done well, brand stories can be incredibly powerful. They can create an emotional connection with customers, inspire loyalty and evangelism and set your brand apart from the competition. But crafting a great brand story isn’t easy — it takes time, effort and a lot of creativity. If you’re looking to create or improve your brand storytelling, this article will show you how.
What is a Brand Story?
A brand story is the story of a company or organization. It tells the tale of how the company came to be, and what it stands for. A brand story can help connect customers with a company and create a sense of loyalty and affinity. Many companies put a lot of effort into crafting their brand stories, and they can be extremely effective in building a strong brand. Nike, for example, has very compelling brand story marketing that resonates with customers around the world. Their story is about overcoming obstacles and achieving greatness, which is something that many people can relate to. A brand story doesn't have to be complicated or flashy — it just needs to be authentic and true to the company's values. When crafting your brand story, it's important to keep in mind who your target audience is. You need to think about what appeals to them and what will make them want to buy from you. If you can create a company story that is unique and compelling, it can be a very effective marketing tool. At Wizard of Ads®, we believe in powerful story brand marketing that focuses on the customer. We help our clients create stories that are true to their brand and that resonate with their target audience. If you're looking for help building a brand story that will captivate your customers, book a call with us today! We would be happy to help.
The Strong Messages
When it comes to story branding, there are two questions nobody in the industry is asking: Who are we? What do we sell?
Who We Are
Your customers need to know your brand identity if you expect them to connect with you emotionally. They need to see themselves in your brand story, and they need to understand what you stand for. The problem is, too many companies try to be everything to everyone, and they lose sight of who they are. Therefore, to establish who you are as a brand, ask yourself these questions:
- What are your brand values? What are the principles you stand for as a company? Are you committed to quality, innovation, sustainability or something else?
- What does your brand promise? What do you want your customers to know about you? What can they expect from your products or services?
- What is your brand personality? Is your brand loud and brash, or understated and refined? In other words, what is the tone of your brand?
Once you have a good understanding of your brand identity, make sure it's reflected in everything you do, from your marketing to your customer service. When people see or experience your brand, they should instantly know who you are and what you stand for.
What We Sell
Along with your brand identity, you need to get across to customers the value that you can provide them. What is it that you are selling? What are the unique benefits of your product or service? When customers know what it is that you sell, they can better understand why they need it and how it will improve their lives. Some tips on how to effectively communicate what you sell are:
- Make it clear what sets you apart from the competition. Why should someone buy from you instead of them? What are the unique benefits of your product or service? Why is it the best option for them?
- Use customer stories whenever possible. Hearing about how others have benefited from using your product or service is a great way to show potential customers just how valuable it can be for them. Quotes, videos, and case studies all make great additions to your website and marketing materials.
- Be honest and transparent. Don’t make promises you can’t keep or exaggerate the benefits of your product or service. When customers feel like they can trust you, they’re more likely to call you when it’s time to buy from you.
Customer trust is essential for any business looking to create long-lasting relationships with its clients. By following the tips above, you can create a brand story that ensures your customers feel confident in what you have to offer and will be more likely to make a purchase.
Why The Language of the Customer is the One that Matters?
How you talk to customers matters. Your brand story is no exception. To create a strong, resonant brand story, it’s important to use the language of your customers. Why? Because when you use your customer’s words, you’re showing that you understand them and their needs. You’re also building trust and credibility. When it comes to your brand story, using your customer’s language ensures that the story feels authentic and relevant. It also helps you connect with customers on a deeper level, which can lead to more sales and loyalty. So how can you use your customer’s language in your brand story? Here are a few tips:
- Find out what words and phrases your customers use to describe your product or service.
- Look for common themes in the feedback you receive from customers.
- Pay attention to the language your customers use on social media and in online reviews.
- Use customer surveys to gather feedback about the words and phrases they use to describe your brand.
- Think about the adjectives and descriptors your customers use to talk about your product or service.
Once you have a good understanding of your customer’s language, start incorporating it into your brand story. You can do this by telling stories that are relevant to your customers, using customer quotes and highlighting customer success stories.
Why Providing the FACTS Does Not Matter?
In our society, there is a pervasive belief that providing the facts will somehow change people's minds or win them over to our side. We think that if we just present the evidence, people will see the light and come around to our way of thinking. This is particularly true when it comes to our brand story. We believe that if we just state the facts, people will understand how great our company is and want to buy from us. But this isn't always the case. Providing the facts may backfire and have the opposite effect. In some cases, it can make people feel like you're trying to manipulate them or control them. They may feel like you're not trustworthy or that you don't really care. So what's the solution? How can you share your brand story effectively without relying on the facts? The answer is to focus on emotions instead of facts. When you tell your brand story, make sure that you focus on the emotions that your product or service evokes. Talk about how it makes people feel and what difference it has made in their lives. Share your story in a way that makes people feel like they can relate to it. Most of all, provide hope. Hope is the thing most all of us want in life. Hope that you will be the one that makes their problem go away quickly, easily, and safely. When you focus on emotions, people are more likely to be drawn to your brand. They will feel like you're trustworthy and that you care about them. And when they trust you and feel like you care about them, they're more likely to buy from you.
Do You Dare Say Something Your Competitor Wouldn’t Say?
There's a lot of talk these days about authenticity. And for good reason. Consumers are savvier than ever and can see through attempts at manipulation. So, how do you create a brand story that is authentic and believable? One way is to dare to be different. Don't be afraid to say things your competitor wouldn't say. For example, if you're a clothing company, don't be afraid to talk about the environmental impact of the industry or how your products are made. Or if you're a food company, don't be afraid to talk about where your ingredients come from or how your production process affects the environment. As an HVAC company, offer the bolder guarantee, take a stand against something you don’t find right about the industry, or offer a bundled solution over a simple box. Do something other companies wouldn’t immediately say, “me too”! Being authentic means being honest and genuine. It means not trying to hide your flaws or pretend to be something you're not. It means being transparent and truthful with your customers. So, don't be afraid to keep it real. Be honest and genuine. Be transparent and truthful. And most importantly, be yourself. Storytelling is a powerful way to connect with your customers and create lasting relationships. When you tell your brand story in a way that’s authentic, relevant and consistent with your values and personality, your customers will feel like they’re a part of something special. They’ll see themselves in your brand, and they’ll be more likely to become loyal customers. The bottom line? If you want to build a household name, you need to start telling your story. Are you ready to uncover the heart of your brand and create marketing magic? At Wizard of Ads®, we help businesses from a variety of industries build disruptive brands, and we can do the same for you. Book a call with us today! We can’t wait to help you share your story with the world.