Tips for Building a Better Story for Your Brand
October 30, 2016
Table of Contents
Consumer brand perception and building engaging brand stories are fundamental to consumer awareness. The stories that brands weave into the marketplace have never been more important than now. With consumers’ access to multiple options via the Internet, your brand needs to really stand out to capture the attention of prospects, whether they encounter your brand on your products, in your storefront, on your website, or on sales booklets. The best way to do this is create a unique story for your brand. If you are able to attach a memorable story to your brand, then consumers are more likely to not only notice and remember you but also grow an emotional attachment to you.
Brands build stories by creating value for society and solving the world’s problems. Brands are expected to do this while remaining profitable. Most successful brands work hard to contribute to the community within niche areas. Some brands have closely aligned themselves with causes. However, those receiving the most recognition are the brands that bring consumers on board with causes. Consumers enjoy supporting organizations they feel enable them to make a difference in the world.
Therefore, make sure to connect your brand with whatever charity organization you support. Let your customers know about your support by placing this tidbit of information on your labels, your website, your sales brochures, or any other piece of your brand in the public eye.
Story Building Translates into Sales & Customer Retention
The brightest marketers are aware of the importance of bridging the gap between announcing the brand’s good deeds and allowing consumers to join in to solve the problems as a team. Giving consumers the tools to assist in story creation for the brand leads to a better, more engaging story overall. Consumers become invested in the brand and become willing to spend money because they are investing in their own story. Some of the brands with the best stories are companies like Disney, Apple, and Nike; you may notice that the best stories are directly related to the value of the company’s stock.
To involve customers with your brand story, come up with a way to engage them either imaginatively or tangibly. For instance, it may be as simple as images that show customers living the lifestyle you portray or creating this environment in your store (such as with Starbucks and the strong brand environment found in every shop). Or you may get customers more fully engaged with a contest. You could even ask consumers to vote on certain brand story aspects.
Create & Refine Brand Stories for Optimum Results
Creating and organizing a brand story can seem daunting. Knowing what the story is about isn’t the hard part. Communicating a brand story in an interesting and relevant manner to audiences is the key. Story telling is the strongest form of brand building. Story telling is ingrained in almost every culture; it’s how humanity conveys ideas. Integrating story telling with public relations efforts can cause phones to ring off the hook and effectively build a brand.
If your brand is a product, consider placing your brand story on the back of the product. When consumers are perusing the store shelves looking for that perfect shampoo/conditioner, they very often read the back for ingredients. Your story will catch their eye and hopefully intrigue them enough to try out your product.
One of the best methods companies can use is sharing success stories. This works effectively throughout all mediums – social media, print, TV. Stories that assist customers in overcoming obstacles and achieve success are stories that inspire action from consumers. Delivering stories like these is what brand building is all about.
Do you remember eating the cereal Wheaties for breakfast while reading the story of the latest sponsored athlete on the back of the box? This is an excellent example of how to engage customers with success stories associated with your brand story.
Build Interactive Brand Stories
Successful brands build stories and share them with consumers. Although story telling works with all mediums, the best medium for engaging consumers is through social media. When creating stories, make them interactive by posting them on major social media sites. Use a positive story on Twitter to blast a post on Facebook. If you get a favorable review, let your followers know. Show the brand at work making lives better and you’ll see improved engagement as customers make your goods and services a part of their story.
