The most successful brands in the world don’t only sell products. They sell the promise and the story. The world is full of no-name brands. Yes, they may have a logo and an actual name but people just forget about them. Then there are brands you remember because they offer way more than just the product you purchase. Now you can choose, do you want to be a no-name brand or do you want to tell a story your audience will relate to?
Your brand story is the truth about your company, products, services, and the values you stand for. It’s not a magical fairytale but it’s also not just about factual information, such as the year your company was established or the number of employees you had at some point in the past. You don’t want to be “fluffy” but you can never be boring.
Brand story is a true story
You can’t lie. You can’t pretend that you’re something you’re not. People are tired of fake stuff and if you lose their trust, you lose everything. Your brand story should reflect your values, your actions, your company culture, your products or services.
Your brand story is what you are and what you stand for.
To make it easier for you, try to answer on following questions:
- What is at the core of my business? (values, philosophy)
- What makes my business different, special?
- What values/changes do we bring?
- Where are we heading?
Human to human
Maybe you already heard about H2H (human to human) communication. People on LinkedIn and other networks love to share that there is no B2B (business to business) or B2C (business to consumer) anymore. It’s just H2H. It really doesn’t matter if your customers are businesses or individuals. You are talking to humans and you always need to keep your communication on a human level. Don’t be plainly factual, people need to feel something after they read your story. Just not pity or sympathy. I’m sure you can write something better than a sob story.
Your story needs to lively
Some people create some sort of random info text they call their ‘brand story’, post on their About page and consider this job done. It doesn’t work like that. A brand story isn’t just information about you. It has to come from the heart of the business and your entire company has to live it. It should be relevant for a long time and all your strategies have to be aligned with it. It’s not just a random text on some static page, it has to be alive.
Pro ideas for a compelling brand story
If you’re not sure where exactly to start, let me give you a few ideas:
- Is the story or the personality of the founder interesting?
- How did it all start? Is it a story of courage, resilience against obstacles, and a strong vision?
- What was your inspiration to start this business in the first place?
- Is your product so new and visionary that you are creating a whole new market?
- Alternatively, are your products and services returning back ‘to the roots’? (For example, you could be making natural shampoos or providing a certain service as it was done in the past, honestly, fair, made from high-quality ingredients.)
- Do your products or services promise something?
Writing a brand story is a very creative and difficult task. You might hire the best copywriter you can find, but even they simply can’t create it without you. You’re the person who knows it all first hand. Before you start any activity here, take some time. Write down your ideas and think about your business and what it’s trying to say to the world. A copywriter will just make sure that it sounds compelling and it triggers emotions, the story itself is up to you.