Stories are powerful. Whether it’s fiction or non-fiction, film or print, a good story has the power to impact people emotionally and change lives. And for centuries, people have not only been turning to storytelling for entertainment but for education and persuasion because of a story’s power to connect and impact audiences. And because connecting with audiences emotionally is such an important part of a successful marketing strategy, having a brand story can really boost your marketing efforts.
But having a brand story alone isn’t enough. You need to develop that story and tell it in a way that will make your audience remember it. It needs to make an impact on them and they need to be able to connect with it. So when there are so many stories out there already, how do you make yours stand out from the crows?
These 3 essential elements will help your story be where it needs to be.
1. Show, Don’t Tell
This is probably the most repeated piece of writing advice to ever be said, but it’s for good reason. No matter what kind of story you’re writing, it will always be better if you can illustrate emotions and ideas rather than just stating the facts. Telling your audience that you care about helping the community isn’t nearly as powerful as showing them that you actually take the time to donate your time and money in a genuine effort to impact the lives of others.
So take the time to think of creative ways to illustrate the big parts of your brand story. For example, if your story is about helping ordinary people do extraordinary things, show someone achieving the impossible instead of just stating that. Tom’s is a brand that mastered this technique. They not only say they want to help others, but they show the people that their business has helped and how they’ve made a positive impact in the lives of others.
2. Be Authentic
The truth is, people can smell a phony story a mile away. Make sure your story tells the authentic message of your brand. Sending out something that can be seen as fake, inauthentic, or something you won’t be able to follow through with will help you more than it will hurt you in the long run. Being authentic will allow you to build trust with your audience, and building trust will lead to long-term loyal customers. But if potential customers sense that they can’t trust your brand, they’ll likely look elsewhere for the products they need.
Title Nine does an excellent job of telling a story that’s authentic. Their audience can see the authenticity in all of the branding – not only do they claim to care about and support every women in sports, but they back it up in what they do.
3. Be Consistent
Once you have your brand’s story, it should be consistent through all of your marketing endeavors. People want to get to know your brand, and if the story is constantly changing, they’ll never quite be able to connect with it. With a consistent story, your audience will feel like they understand your message, know you on a more personal level, and trust you. Once that trust is established, they’ll be loyal to your brand. But if your story is constantly changing, you can’t expect people to know what to believe.
Take a look at Blue Apron for some inspiration. All of their marketing consistently shows how their product can improve lives by making home cooked meals simple and fun.
Creating a great brand story isn’t easy, but the results it brings will have a positive impact. When you keep the right tactics in mind, you’ll find it easier to connect with your audience, making it easier to build a loyal following that keeps coming back to your brand.