In today’s world, particularly among young people, there is a preference for brands that have a genuine and honest brand story. It involves more than just writing content for your website; it requires sharing the stories behind your brand, such as your values and the journey you’ve taken to get where you are. In this article, you’ll learn more about telling a brand story.
What is a Brand Story?
The concept of a brand story refers to the complete narrative of a brand’s history, from its inception to its current state. A compelling brand story goes beyond just presenting the facts, it also meets customers’ desire for a sense of belonging and relationship. A well-crafted brand story can make your brand more memorable and recognizable to customers, increasing the likelihood that they will remain loyal and continue to make repeat purchases.
Read more: WHAT MAKES A GOOD BRAND STORY?
Why does it matter to customers?
A compelling brand story allows customers to connect with a brand emotionally, as it’s not just about selling a product or service, but also selling a story that comes with it. Research shows that the majority of consumer decision-making is driven by emotions, despite people believing they make decisions based on logic.
Developing a strong brand story that guides your communication strategy is essential because without context, customers won’t be able to connect with your brand. In summary, a brand story is about more than just a literal story, it’s about creating a memorable experience that stands out and resonates with customers.
Who are the authors of your brand story?
The creators of your brand story are twofold: your branding team and your customers. Your branding team is responsible for crafting and sharing the brand story, while your customers interact with the brand and contribute to the story through their experiences.
Customer feedback plays an essential role in shaping the brand story. The brand development process is iterative, with a focus on aligning the story with the needs and expectations of customers. When customers engage with your brand, they fill in any gaps in the story with their own experiences, providing valuable feedback to brand managers. This feedback is used to refine and adjust elements of the brand story.
Read more: CREATE YOUR BRAND STORY IN 4 EASY STEPS
Conclusion
Whatever your brand story is, and wherever it takes you, make sure it is an integral part of your brand’s identity. Make your brand story engaging and relatable so that your audience will want to be part of it.
ShangHai offers a platform to help you create and promote your brand story to a large audience. Contact us today!