The most important step in branding your company is telling a story. Storytelling is an art form that has been around for centuries and can be found in every culture. Telling a story creates a connection between you and the reader, which establishes trust and builds brand loyalty. There are many different types of stories, but they all have one thing in common: they create an emotional response from the reader. As part of this post, we’ll take some time to define storytelling, what makes up a story, and how to find your company’s story so that you can start building your brand today!
Storytelling: The Key to Effective Rebranding
Storytelling is one of the most effective and versatile tools in any entrepreneur’s tool belt. Stories can capture a listener’s attention with ease, which makes them an invaluable asset when it comes time for branding your business or rebranding into something new altogether.
What Makes Up a Story?
Stories can be anything from personal anecdotes to fictional tales, but what they all have in common is that they create an emotional response. Stories can affect listeners on such a deep level because of the various emotions present. Whether it’s laughter and joy or empathy for someone else’s misfortune, stories provoke an emotional response.
Discover Your Company’s Story
Your company’s story is unique to you, but some universal themes can help guide your narrative. For example, most stories focus on the protagonist who tackles an obstacle or challenge and emerges victorious at the end of it all (think Luke Skywalker in Star Wars). This format sets up a clear protagonist, a challenge they’re trying to overcome, and delivers them with the victory at the end.
Many brands are realizing that storytelling is just as important in branding as it’s been for centuries. Better yet, stories can be told through images or videos on social media platforms such as Facebook and Instagram. For example, Nike has running shoes that look like they are floating on air.
Making Your Brand Story Known
To make your brand story known, you’ll need to follow the same rules as any good writer: write compelling copy that entices people. The best way to do this is by telling a captivating tale with vivid descriptions and clear dialogue. When images or videos get involved, you have a better chance of capturing your audience’s attention.
Ultimately, telling a captivating story will help you get noticed by the people who matter most: potential customers. People want to know what their money is going towards when they’re on the hunt for new products and services. They also want to have a little fun in between all that seriousness!
Why We Love Storytelling
The power of storytelling is undeniable. Stories are the thread that connects people and cultures, creating a sense of belonging in an otherwise chaotic world. In this way, stories can be used to market products or brands for their uniqueness as well – but did you know too much marketing creates familiarity?
Successful marketers will tell engaging narratives about their products from a human perspective with creativity and authenticity while still being informative enough to answer any potential questions consumers may have before investing time into learning more information about your product line.
Customers are more loyal to businesses these days that have strong stories and values. It doesn’t matter if it’s a local coffee shop or an organic restaurant, customers will stick with the business because they share similar interests.
Some people feel strongly about brands for reasons other than functionality alone; you might love your favorite store just as much because of their story as well!
A great example of this is the story behind the Red Barn coffee roasters website and their social media profile. Their story is about the American farmhouse lifestyle that they want to promote through their products (coffee, waffles, donuts). They share photos of people working on farms or in fields picking vegetables for a living…you get the idea.
Your brand can’t compete with the noise of marketing messages all day long. Your story is a way to cut through that and be heard!
What’s Your Story?
Every business has a starting point or genesis story. Telling your company’s genesis story is important to establish who you are and why you started the company in the first place…
- Start by reminding readers of where your company started. How you grew from humble beginnings and overcame overwhelming odds can lead to a powerful story if it is told the right way.
- You can tell of a time when you stuck with your values instead of selling out and taking the easy way out.
- How you discovered the solution to a common problem which resulted in this product or service
- Why your company exists and how you want to make an impact
All good stories have a beginning, middle, and end, as well as plot twists and drama. Your company’s story is no exception.
How to Discover Your Story
The best stories are ones that come from inside. So, when you’re looking to tell your brand story – start by identifying the why behind it all! What motivates your company? Why does this mission matter so much to you and what do those involved with the organization want for its future. These answers will help take shape in a compelling narrative that resonates both internally and externally.
Brainstorming is the best way to come up with new story ideas for your company. You can do this by writing down a few different options and then deciding which one you like best! From there, you can decide whether it’s a short story or a long one.
Once you have the basic idea for your company’s story, take time to flesh out all of the details: beginning, middle, and end; plot twists and drama – whatever makes this narrative exciting! This will help ensure that when people read about your brand they’re engaged enough to want to know more about your products or services.
Once you’ve chosen the right one, simplify it so it gets straight to the point. Give your story a punchy beginning that hooks readers in and sets them up for what’s coming next…a clear description of how they’ll benefit from reading on.
A good brand story is straightforward and easy to understand. Once you have it finished, decide when and where you’ll use it, then create shorter versions for social media posts or videos that are only a few minutes long. You can also make longer ones to put on your website as well!
Now it’s Your Turn!
Share with us your thoughts about telling a story to enhance your branding. Have you implemented this strategy into your own business? Here are some questions, to get the thought process going:
- Why do you think storytelling is important to building a brand?
- How can you weave your story into your new marketing strategy?
- What are some examples of brands that tell stories really well?
- Where would you recommend to go to be inspired by other business owners’ stories about how their businesses got started and built into something great?
