30 Mar Showcase your brand’s unique story.
Top brands around the globe such as Apple, Google, Coca-Cola and Starbucks have not become household names based on the strength of their products only. They were astute enough to realise that to become loved and wanted by the masses; you need to tell the story of your brand. This strategy is echoed by the likes of Ian Rowden, Chief Marketing Officer of Virgin Group who was quoted saying that: ‘the best brands are built on great stories.’ This is because storytelling has the power to stir emotions, engage and captivate people in a way that is second to none. Here are a few top tips for creating a brand story that will make your target audience sit up and take notice.
Never lose sight of the fact that you’re telling a story.
Conventional marketers and copywriters often make the mistake of focussing their content on the cold, hard facts about their products or services. The definition of a story is as follows: ‘A narrative, either true or fictitious, in prose or verse, designed to interest, amuse, or instruct the hearer or reader.’
By design, a story therefore serves to form a connection with audiences. Ensure you do so by asking an important question whenever you share any content: ‘Where does this fit into the story of my brand?’
Tell nothing but the naked truth.
To gain your audiences’ trust, make sure your actions are authentic, honest and transparent and that your brand story is a true reflection of that. PR or communication cannot fix operational or other defects and it can never hide the truth. If it does, people will quickly wake up to the reality, distrust you and spread the word as a result.
Let’s for example say that your positioning statement is as follows: ‘Au Naturelle Designs is an eco-friendly manufacturer that uses recycled materials and reclaimed wood to create furniture that is both beautiful and functional.’ Then, to be true to your brand story, you should also never distribute flyers that are not printed on recycled paper.
Be consistent. Consistently.
The best way to reach top of mind status in no time is to repeat your brand story, as often as possible, in as many different ways as possible, and on as many platforms as possible. And to do so consistently. Be sure to define and articulate your brand story clearly and make sure that you keep on telling it in the same way, regardless of the medium you use.
This does not apply to your marketing material or content only; it also includes your style, colours, uniform, offices and every element that forms part of your company. People will not remember you if your story changes all the time.
Get some attitude.
Brand stories cannot be told in the traditional manner that advertisements are done. Your brand is the main character in your brand story and to let it take centre stage; you need to bring it to life with a likeable personality. Decide who you are, what you are like and how you want people to experience you. Then play that role, for real.
Every story has a structure.
When people read a story, they expect an outcome or climax. Always write your brand story or any version of it – just like any good story will be constructed; with an introduction, a middle explanation – and a conclusion.
The introduction will typically be catchy enough to get your audience’s attention – instantly. The middle will elaborate on the offering and what value it adds for your audiences. And the conclusion will be a strong call to action. If people are left hanging, not knowing what to do with the story you’ve shared, you will lose them.
Let your audience beg for more.
Make sure you tell your story in such a way that your audience will want to read more, know more and reach out for more. Share just enough to captivate them, yet not so much that they will not need or want to actively engage with you – in some way. There is no point in creating brand awareness if it does not ultimately lead to sales.