What is a brand story? A brand story is a complete picture of who you are, what you stand for, what you care for and what you want to achieve in your business. It is a combination of high quality and strategic content, real life stories and testimonials from your clients, customers and stakeholders.
What should a brand story include?
In general, your brand story should have 3Ps: Purpose, Promise and Personality. Your brand purpose is the reason why you do what you do, the reason for the existence of your business. Your brand promise is the specific experience and emotion that your brand products or service evokes in your customers. It is true that your brand is more than just a logo or a product. A brand story infuses meanings to your products and your brand. How do you want your customers to feel after engaging with your business? That’s the promise.
Your brand personality is your unique identity that sets you apart from your competition. This includes your voice, tone, visuals and aesthetics, and any other signature that makes you you. Check out some of the best brand story examples here, including Apple.
Let’s explore tips on writing a compelling brand story for your business.
1. Start with your mission
Your brand story should begin with your mission statement. This is a brief, clear statement that explains the purpose of your business. Your mission statement should include what you do, who you do it for, and how you do it. It should also communicate the values that guide your business. Your mission statement should be concise and easy to understand.
2. Define your audience
Your brand story should be tailored to your target audience. If you are yet to identify your target audience, you may need to conduct research and segment possible customers into different groups i.e. geographic, demographic, psychographic and behavioral segments which will help you understand them better. Who are your ideal customers? What are their needs and desires? What problems are they trying to solve? Understanding your audience will help you craft a brand story that speaks directly to them.
3. Identify your unique selling proposition
What sets your business apart from the competition? What unique value do you bring to your customers? Your brand story should highlight your unique selling proposition (USP). This could be your product, your service, your expertise, or your approach to doing business.
4. Create a narrative
Your brand story should be more than a collection of facts and figures. It should tell a story that engages your audience emotionally. Think about the journey that led you to start your business. What challenges did you face? What successes did you achieve? What lessons did you learn along the way? Your brand story should be a compelling narrative that connects with your audience on an emotional level.
5. Incorporate visuals
Visuals can help bring your brand story to life. This could include photos of your team, your products, or your customers. It could also include videos or animations that illustrate your story. Visuals can help create an emotional connection with your audience and make your brand story more memorable.
6. Be authentic
Your brand story should be authentic and true to who you are. Don’t try to create a story that you think your audience wants to hear. Instead, be honest about your journey and your values. This will help build trust with your audience and create a stronger connection with them.
7. Test and refine your brand story
Once you’ve written your brand story, test it with your target audience. Ask for feedback and listen to their responses. Use this feedback to refine your story and make it even more compelling.
In conclusion, writing a brand story is an essential part of building a successful business. Your brand story should communicate your mission, target audience, unique selling proposition, and narrative in an authentic and engaging way. By following these steps, you can create a brand story that connects with your audience and sets your business apart from your competition.
If you want to get started on writing your brand story, reach out to me to get started. Let’s develop some amazing brand story ideas for your business.