What differentiates a great brand from a good brand, is a story that we can all relate to. A brand story is simply a story of how brand founders, the company founders have originated their companies, have started their companies. Even if we think our business or brand story is very ordinary, your story must be told. Not only does it motivate similar people to step up but it also helps emerging brands understand the business landscape better.
Let us understand: What is a brand story?
Humans have always found this connection with stories that can go back to the history of humankind. We have always made stories about everything. Stories are what have kept fallen empires alive and existing ones admirable. It is one of the reasons why businesses need a brand story. What is a brand story? It tells about the struggling phase of the brand founders and it also tells us how they have overcome the struggles and found a brand that we all like that we all appreciate and that we all use in our daily lives. A brand story is not only about the story but it also shares the value, integrity, and ethics that the owners and business founders have with themselves and it resonates with the people.
How to create a brand story?: Understanding the Process
There are many aspects to a brand story. One of these aspects is a Founding Story. It involves conveying how the brand was created. What motivated the founders, what challenges they faced, and what was their vision? This is the most important aspect as it directly communicates with the final customer. The founding story is the motivation that the founders found to create a brand. A founding story is what makes us connect to the company, for example, we know that Google was not started in a day there had been struggling phases, and there was a time when the founders had to start it from their garage.
This inspires us. This makes the distant founders of a multinational company feel human. Just like the Google story there are lots of other successful founding stories of Airbnb or other big companies that we know of and find ourselves intrigued by. The other aspect of brand storytelling is conveying its values, mission, and vision. These elements are what drive the brand and what help the customers to align themselves with the brand ethos. Defining your mission, vision, and values helps customers choose whether or not they want to align with your brand. If the brand has a value or mission that is universal then it gains more customers. For example, if a brand’s vision is to help decrease the carbon footprint of individuals, people who are passionate about climate change will be drawn to the brand.
What is a Unique Selling Proposition in brand storytelling?
Another aspect of the brand story is having a unique selling proposition. What sets the brand apart from its competitors? What is the brand’s USP? It is the unique quality that the brand or the product possesses. Having a unique selling proposition also helps the brand sometimes charge a premium price. Highlighting the brand’s USP is a crucial part of the brand story as it helps the customers gain knowledge about what sets are brand apart. It helps attract consumers.
What do we mean by Brand Personality in brand storytelling?
Brand personality is also an aspect of the brand story. It is the characterization and the traits that the overall brand has. For example, Nike has a more funky brand image and personality and Adidas has seen funkiness but also with local consumers’ mentality.
Sharing consumer success stories is also an aspect of brand storytelling. How the consumers have bettered their lives through the brand and its products? What changes have they brought in their daily life after integrating this product into their routine? What has this product or brand helped them achieve? Sharing these stories inspires other people to join in on using the products. It is the most important aspect of storytelling.
How does Brand Logo connect to brand storytelling?
Another important aspect is creating a visual identity which could be the brand logo. Picking the right colors and designs not only conveys your story but also connects the brand with its target audience. Creating a cultural impact is also a crucial part of brand storytelling. Brands that address a larger cultural trend seem to leave behind a greater impact on the audiences compared to those that don’t. It translates into the brand being not just profit-focused but also catering towards societal betterment. If your brand is supportive of a social cause, the brand story needs to be expressed with sensitivity and humility to let the world know of this effort without coming off as boastful.
Now the future vision is also the important and final aspect of this entire brand story. What the brand is up to? What is going to do now? What goal is it moving towards? The brand story needs to answer these questions for the audience to have an idea about the brand.
Conclusion
Whether you are a big business or a small business, crafting a compelling and truthful brand story is a crucial part of branding. The brand story defines where the brand is going and what the business is going to do and also helps bridge the gap between the consumers and the business.
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