People in marketing get lost in jargon. We talk about things that don’t mean anything to normal people.
In this post, I explain brand storytelling in the simplest possible terms. It’s not gonna be funny, or sexy, but it’ll be useful. So here goes...
What is brand storytelling?
Your brand story is how you shape the impression you make.
Your business or brand should be driven by a big idea and your brand story is how you articulate it. Your story should shine a light on the values that drive your business.
Brand storytelling is a narrative that brings together:
What makes you different
Your brand personality
Your brand voice
Your message across platforms
So let’s get down to the reasons you need brand storytelling in your business.
Reason 1: It builds credibility and trust
When you talk about what you do and how you do it, you build trust and credibility.
Reason 2: It humanises your brand
People do business with people. As the outlets for communication increase, customers increasingly want to interact with humans. They view your content in a stream along with content from family and friends. So you want to sound like a human and show your humanity in the stories that you tell.
Reason 3: It connects customers to your purpose
Your story allows customers to make an all-important emotional connection.
“When people are financially invested, they want a return. When people are emotionally invested, they want to contribute.” - Simon Sinek
Tesla’s mission is to speed up the world's transition to sustainable energy. Nike motivates you to get moving. Linn Products pursues excellence in music.
Brands with a strong central message create evangelical customers.
They're the type of people who queue around the block before a new product is released.
Reason 4: It keeps you top of mind
The more present you are in the minds of your potential customers, the more likely they are to buy from you. Help your audience remember you, by being present and sharing stories that align with a central narrative. That helps them file you in the right "memory slot" for when they need you.
Reason 5: It gets everyone on the same page
If you don’t document key elements of your verbal brand, chances are that people will bring their own interpretations. As your company grows, your message is likely to get diluted. And if the message is confusing, you’ll see sales plateau.
Instead, invest early. Document your business origin story, the founder story, customer transformation stories and your brand voice. The more people understand the brand the more effective you’ll be.