Many brands want to showcase their origins and expertise in the industry. And maybe the best way to achieve that is by showcasing the story behind the brand, what ideas brought this brand to life, and so on. But now you have to wonder, is this something worthwhile or not? As you can imagine, it all comes down to you and your business. For some people the brand story matters a lot, for others less so.
What should be included in the brand story?
The brand story doesn’t have to be very long. It needs to be accurate, consistent, and it must have a great narrative related to it as well. First, you want to showcase who you are, what you do, who you want to help, why you do it, and how you do it. It’s also a good idea to add some points about the future in your narrative, as this will show customers that you care and that you are indeed interested to explore new ideas and enjoy new stuff all the time.
It can be challenging to quantify the brand story most of the time. It’s not an About Us page, instead it shows the evolution of your business. It can be both tangible and intangible, depending on the situation. The brand story is in everything related to your business, be it the overall experience, what customers read, touch, encounter, and view on Twitter, for example. As long as you publish and showcase the right brand story, you will find it a lot easier to connect with customers and bring in that much-needed appeal and set of rewards that you always wanted.
A good brand story helps cultivate a relationship with the customer
One of the top advantages of having a creative brand story is that you get to establish a relationship with the customers. This is very similar to a family introduction, for example. You get to showcase your story, and customers will most likely be touched by your narrative and feel closer to you. Of course, this also means that you’re bringing customers behind the curtain, you offer them a way to find new things and explore new options all the time. It’s very exciting and rewarding, and the potential can be huge if you do this right.
Do you have complete control over the brand story? Not exactly, because the story is just a combination of events. What you do have under control is the ideas and narrative that you bring to the story. The company history is set in stone, but you can find many creative ways to share it with your audience. And as long as you figure out the best approach, the overall payoff can be extraordinary. You do need the right amount of focus and commitment to see this through, but it will be worth it in the long term.
You can communicate your brand story via things like infographics, case studies, articles, explainer videos, motion graphics, whitepapers, infographics, and so on. You can be as creative as you want, all while bringing in some unique ideas to the table. It’s up to you to make the right choice and approach this adequately, but it will be worth it as long as you share the true brand story and connect with your audience at an emotional level!