In the past, companies were just cold entities that supplied us with goods, but that’s not enough to get people to engage with your brand these days. Customers are attracted to brands they can relate to – brands with a great narrative to tell. Telling a compelling brand story can get people interested in your company, creating a memorable impression. This is a major part of building a brand, you should take time to brainstorm ideas for an accurate narrative. These 4 steps below will help guide you through the process.
(1) Define your message
Before building your story, you should understand what you are trying to convey. It’s easier to craft a story around a clearly defined message. You can get some ideas by answering the following questions in a sentence or two:
- What does your brand do?
- How does your brand do what it does?
- Why do you do it?
- Who are you?
(2) Understand your target audience
In order to know what and how your story would work best for your brand, you need to define and understand your target audience. The best way to understand them is by talking directly to them about their experience. You can do this by sending out crowd surveys and performing research on their behaviours and habits. After that, think of what your brand can do for them and what methods you will use to communicate with them. By this, you’ll be able to create the narrative that’s most likely to speak to the customers you’re after.
(3) Build your narrative
This is where the brand storytelling begins. At this stage, you will need to pinpoint the important aspects of your identity and its message, turning it into a story that will resonate with your audience.
It is always good to start from a conflict or the struggle that your brand is facing or seek to overcome. Audience wants to know what made you start your brand. Then, you can talk about how your brand works towards the vision. This part should highlight what your brand is doing now, and how it will continue in the future. And lastly, explain how your products or services will impact people’s lives and improve the world.
(4) Compose your brand story
Once your brand story is complete, you should find the right platform to broadcast it. You can post the videos on YouTube, creating posts for social media, landing press articles, and more. However, telling your story using video doesn’t require the same materials as a written article, so you have to create relevant content for each outlet.
ShangHai helps businesses to convey their brand story into videos and articles. As a business digital media that interviewed most guests in Malaysia， ShangHai provides a platform for you to promote your brand story in a conventional way.
Conclusion
Nothing captures the imagination like a well-told story. Your story is a vital part of your brand, and everything your brand does should be in sync with it. Telling a compelling story is just one aspect of good marketing. Need help on marketing? Contact us now