More and more brands are realizing the power of brand stories. These stories are used to mould a brand’s identity and presence. Some of the iconic brands like Coca-Cola and Disney have long realized the power of crafting an appealing narrative and have built a connection with their audience. Other companies like Apple created tales that have become somewhat legendary. So, how can you build an intriguing and engaging story? How will it develop authenticity and how will it create that trusting feeling that customers crave for?
There is a good reason why these brand narratives are popular among businesses and individuals. They are a powerful tool in human communication, and research has shown that the human brain responds well to descriptive stories. They influence both the motor and sensory cortex of the brain. Scientists refer to this as neural coupling. In this process, a speaker and a listener share a story and allow their brains to interact in a creative and dynamic way. Successful neural coupling can produce greater comprehension, anticipation, understanding and receptivity, and all of this builds trust with readers.
So, an intriguing and engaging story needs to produce trust, but how to do this exactly?
A Brand Story Needs To Be Driven Through Personality
You need to realize that brand stories are not marketing materials. So, do not think of them as ads or sales pitches for cute brandable domain names. It needs to be inspired by the presence of people who are participating, creating, developing and connecting the saga of success and growth. Personality is what drives the story, but it shouldn’t be a biography of an individual; it should be the evolution of your brand told with personality. People trust people and this is one of the core reasons why your brand story should be driven by personality, providing something real for your customers.
A Brand Story Needs To Be Simple
Even if the description of your company’s roots can be explained in a few thousand words, the concept should be straightforward. It needs to present the problem, the solution and the process that happens in between. That’s it.
If you try to squeeze more things into your narrative, you will lose momentum, which is a crucial factor for its success. Simple stories are better and, while we may love the complexity of a Harry Potter plot, we cannot use the same model when writing a brand story. Simplicity is the key.
Every brand story has three parts, the beginning or the problem, where you will explain the problem you want to solve; the middle or, the solution, where you will describe how you plan on solving it, and the end, where you will get excited about the success you are going to achieve. Simple stories are what really creates trust, and like some famous brands have already shown, a complex story can break that trust.
A Brand Story Needs To Shape the Reason behind Your Business’s Existence
The answer to the question “Why does your business exist?” should be the plot of your story. You should not be merely saying “to make money”. It is fine if your business is lucrative, but why does your brand exist? You need to give reasons and that requires a well-crafted tale. Careful customers will wonder why they should buy something from you, and by giving them the answer to that question with an engaging narrative, you will be able to tend to their concerns.
A Brand Story Needs To Connect You with Customers
Your business is only the construct, and the goal of your brand story is to connect with your customers. There are only a few things that can communicate on such a level. When your story engages with your target customers, they will feel like you are one of them; not exactly their friend, but a person (or brand) that has authority. If what you think is appealing to them, they will not have second thoughts when purchasing your products or services.
Your Customers Should Feel Like They Are Buying A Part of the Story, Instead Of A Product
You might ask why? Well, your customers should feel like they are participating in the story. And, they are. Actually, they are the conclusion to your epic tale; the happy end, if you will. When they purchase your product, they have to feel like they are going away as a part of the story. This can only be achieved if the brand’s story is placed directly into the product itself.
An Intriguing and Engaging Story Gets Retold
A good story takes care of itself. It is shareable and others will appreciate it and engage in it. Now, it is up to you to enhance the viral potential of your brand story. You can do it by building a personal brand, being active on social media, where you will build a presence and a brand that will live in the public’s social consciousness. Tell your tale everywhere, make it a part of who you personally are and what your business is about. Encourage your customers to tell your story because their testimonials are the most effective way of broadcasting it. Use their testimonials on your website as well as other marketing materials.
Remember, brand stories are powerful and a framework for the life of your business. Don’t get stuck in your narrative, because even though it can honor the brand’s heritage, you need to always live in the present. The great thing about a brand story is that it lives on, it keeps on telling, keeps on going and connecting with people. Keep it alive by impressing your customers and giving them the best experience you can.