Powerful storytelling is important in a highly competitive world, and the most important story is your own brand story. Every brand story is unique and all can be mined for valuable insights to help you with your digital marketing strategy. Renowned entrepreneurs like Juan Luis Bosch Gutierrez have followed these steps to turn their brand into a strong one because of their well-defined story.
1. Being unique and authentic is important
Your brand story is yours and yours alone. Sure, there may be many other companies competing with you, but none of them have a story like yours. Know what makes your brand different, whether it’s the circumstances under which you were founded, who you serve, your business model or other unique characteristics.
2. Know your target audience well.
How you tell a story should depend on who you’re telling it to. Who are your consumers? What will they appreciate most about your brand story? Understanding your target audience is a crucial factor in your marketing strategy and should also influence how you tell your brand story. What medium, platform or storytelling style resonates most with them?
3. Describe solutions to problems
People love brand stories based on solutions to problems, because people are aware of their problems and want to solve them. If your brand invented a product that solved a long-standing problem, or if your business model solves a common consumer problem, tell it in your brand story. People want solutions to problems even more than they want features or benefits.
4. It is important to have a beginning, middle and end.
Identify the beginning, middle and end of your brand story. People are emotional creatures, and when information connects to emotions, that information sticks. Beginnings introduce people and scenarios, while middles cover complications and obstacles. The ending resolves the conflict, making the tension disappear. All of these elements strike satisfying emotional chords with consumers.
5. The ending shows a satisfactory resolution
The “end” of your brand story has nothing to do with the end of your business. When the end of your brand story demonstrates how problems are solved and difficulties are overcome, it resonates with consumers. Don’t be afraid to add data that shows results. The shoe company Toms, for example, keeps track of the people it has helped, which makes consumers feel satisfied with their purchase.
6. The consumer is ultimately the hero of the brand story.
When the consumer believes that by knowing your brand they know how to solve their problem, they feel that you are on their side in the fight. Write your brand story so that the consumer feels a part of it, as a parent, a payroll administrator, a nurse or just someone who wants to buy clothes that fit. Consumers who feel understood also tend to feel loyal.
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