Brand Story Creation
When you’re in the process of learning how to market your business, there’s a good chance that you’ll come across an expert who will mention the importance of having a brand story. This is more than just your brand identity, though the concepts are related.
Let’s say you meet someone at a party. You ask them their name and if they knew anyone at the party. Naturally, they’ll answer these questions and you might even have some common friends. But if you ask them what their story is, they’ll probably tell you something very interesting about themselves. Working our SEO team, we can be certain your story is well maintained across the web.
So how does this translate to brand story?
History helps attract customers to a particular brand because a story can be very compelling. Part of Microsoft’s brand identity is Bill Gates’ history as a college dropout who eventually became the richest person in the world for a long time. He only stopped being the richest man in the world when he made the decision to give most of his fortune to charitable causes.
The same goes for the founders of Google, whose story was Stanford students starting out what would become the most dominant search engine from a garage. Even J.K. Rowling can be considered a brand, with a story of an unemployed single mom who wrote in a coffee shop what would become an iconic literary success.
However, your brand story is more than your origin story – it’s a comprehensive tale that includes what you’re doing now. It also consists of the feelings that your brand creates. Your brand story is ongoing, and you’re not the only storyteller that’s telling the tale. Other voices, such as your customers and fans can tell their own versions of your story. So can the media and, of course, your detractors may try to hijack your brand story.
People like hearing these stories. First, they make you unique in your industry – since obviously your story won’t be the same as everybody else’s. Your story also confers a personality to your brand, which keeps you from getting a “faceless” identity or a business that’s only about making profits.
These stories make your brand more relatable and help to tug at people’s hearts, so that customers are more likely to sympathize with your narrative and even share your goals and aims.
If you succeed in propagating a compelling brand story that people will find interesting, then more customers will find themselves willing to join your team, so to speak.
One common example nowadays is for companies to emphasize their past and present efforts in helping the environment. Others trumpet how their goods are produced through ethical means. Their stories are all about how they want to make the world better, and many people are enthralled by such stories and want to be part of the tale.
If you’re just starting out in the biz, then one popular story-line to focus on could be your David and Goliath struggle. If you’ve been in the business for a long time, your story could be about serving the needs of generations. Your story is your own, and your job is to tell it in a way so that you’re the hero – as are the customers who join your cause