Your brand story is the narrative of your company and an important part of your brand identity. A good brand story is meant to communicate who you are. Your story is what connects your branding efforts with one another, creating a bridge between your mission statement, brand style, and marketing strategies. A well-crafted brand story should include these principle:
(1) Create emotional connection
Brand storytelling is all about connecting with your audience. The best way to do this is by honing in on shared ideals and values. You can achieve this by identifying your brand’s core values and inserting these into your brand story. By sharing a common worldview with your audience, you can create a connection between your brand and the ideals you stand for. You can form a bond over practically anything people feel strongly about.
(2) Show your human side
You want people to feel as if your brand is a person. Brand story is the best way to give your brand a voice that will connect with others. A good way to do this is by presenting the actual people behind the brand; a lot of people will think about the company’s founder, but your employees and customers could tell your brand story too.
(3) Stay authentic
Telling your story is a powerful tool, but you should make sure you can stand behind it. People can recognize when a brand isn’t authentic. On the other hand, customers appreciate brands that are true to themselves and honest to their customers, and will be more likely to forge a loyal relationship with an authentic brand.
(4) Highlight your product or service
Come to the end, telling your brand story is about promoting your brand and product. A successful brand story will connect to your product or services. It is consequential to form a bond between your brand and your audience, but it is also important to highlight the product itself. Use your story to tell people what they can expect from your brand, state what you can do for them and how your product or service will improve their lives.
Conclusion
At the end of the day, branding is a tool to grow your audience and increase sales within a competitive market.
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