The main purpose of any well-crafted brand story is to invoke an emotional response. It’s how brands connect with prospects and consumers on a personal level. Brand storytelling is the process of humanizing a brand. So, to improve brand storytelling, you need to show you humanity and authenticity.
In fact, famous brands like Starbucks, Louis Vuitton, Amazon and Gucci, all have amazing stories at their core. A brand story can greatly enhance the interest and engagement between a company and its customers.
It can provide your business with a strong and lasting competitive edge over others.
Your story is the emotional reason why people should buy from you. This is why a great brand story will almost always beat price every time.
People spend hundreds or thousands of dollars buying Gucci products because of the story that they’ve told themselves.
How to Improve Storytelling for Your Brand?
Firstly, know that it’s your story.
As the founder of your organization, your brand story is essentially a derivative of you. This one understanding can help you craft a story that’ll resonate with your customers.
You need to know how to ask the right questions. Similar to a survey, you’ll need to answer several questions but you’re also going to need research data. You can collect data directly from existing customers too.
Your questions should be focused on 7 main areas and these are:
1. Role or job titles – Potential day-to-day work activities, knowledge and skills required for their role.
2. Goals – Responsibilities and priorities.
3. Challenges – Biggest challenges and how to overcome them.
4. Company – Industry and organization size.
5. Watering holes – How and where they go to consume information.
6. Personal background – Personal notes like age, education level and family status.
7. Shopping Preferences – Do they search for products online or visit a store? Also, communication preferences such as email, phone or text messaging should be included.
#2 Know Your Objective
What do you want the person to feel after they interact with your story? Decide on a specific emotional response as the end result such as courage, trust, sadness or joy.
For example, a viewer can feel happy or courageous at the end of your story.
Your objective should be influenced by your business goals or vision. Are you trying to sell toys, clothes, shoes or books? Draft your story in a way that encourages the action you want people to take.
#3 Have a Sharable Title
Nowadays, people tend to share things such as blog posts and tweets just by looking at the title. That’s because, for the most part, people scan web pages but they don’t necessarily read all the time.
To improve brand storytelling, making your customer the star or the hero is the way to go. Show a case study on how your product or service helped your customers. If you are able to show how your client went from 0 to 1, you already succeeded.
#7 Share Encouraging Incidents
It’s always a good idea to share specific moments like a particular experience in your story to encourage the audience. These moments will add further weight and context to your brand story.
For example, you can share the past struggles and failures that ultimately lead to your decision to start a company.
#8 Share The Shift
This is when you decided to alter course. The main event that is responsible for your decision to find a solution to the problem. Ideally, this should also be the problem that your customers want to solve.
#9 The Solution
This is where you reflect on the problem and highlight the solution, including why your product is perfect for solving this problem.
Do you want to improve brand storytelling for your business?
Use your “about us” web page, social media pages and other applicable mediums to tell your story.
For a younger generation or demographic, you may use Snapchat or Instagram. For an older crowd, Facebook might be a better choice.
Adopt a tone of voice that is best suited for the kinds of customers you’re looking for. Your brand story needs to be memorable and sincere. Ensure that you’re focusing on being authentic and drawing out an emotional response.
Finally, the emotion of pity, fear and relief can make a story very powerful. Another way to look at it is suffering (pity), struggle (fear) and overcoming (relief).
So, How to improve brand storytelling for your business?
First, it's crucial to know your target audience. You cannot do anything without it. Why? Because by knowing your target audience, you will know and understand what kind of story they are looking for. Also, by knowing well your target audience, you will know the tone to use when telling your story.
After that, you need to know the objective of your brand storytelling: is it to improve your branding, get leads, make sales, etc... The best tip I can give you if you want to improve your brand storytelling is to stay authentic. People love brands that are authentic and genuine.