Storytelling is considered an effective method of communicating. Most individuals have done it to spur a reader’s or a listener’s imagination. However, writing a compelling brand story — a narrative method of sharing facts about a brand in a way that fuels customer insights to get sales going — is on a different level.
Consumer expectations have shifted over time. Brands will have to undergo major shifts to create brand experiences and meet customer expectations. In one way or another, that can be done by interacting and communicating with the consumers — through telling their stories.
Everyone and everything have their own stories to tell. Even big brands today have their own stories to charm and endear to their customers. So how about you? Should you write your own brand story or rely on copywriting agencies to do so? If so, how can you craft an insightful and noteworthy story that captures your customers’ attention and make them loyal to your brand?
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Why Write A Compelling Brand Story?
An ideal brand story can encourage interaction, build trust and strengthen customer loyalty. That’s because today’s customers are interested in more than just the services and products you provide — they’re interested in what your company and the people who manage it stand for.
With that said, here are tips for writing a captivating brand story for your company:
1. Be Truthful
To begin with, be honest. Write something that aligns with your brand’s values, experience and intentions. Rather than copying the storylines of other brands, consider what makes your company unique and communicate that to your audiences. After all, as the adage states, ‘One way or another, the truth always comes out’. Hence, it’s best to be open and honest from the start.
For instance, if you say your company cares for the environment, here are a few questions you could ask yourself for writing prompts:
- Do you use environmentally friendly packaging?
- Is the material used in your products recyclable, renewable and compostable?
- Has your business gone paperless?
Furthermore, make sure your brand’s story and mission are reflected in your deeds and touchpoints. That way, customers could have an understanding of your priorities and where your company is at in your journey.
2. Have A Simplified Structure
A good narrative structure tells a story in a way that reveals the central theme without confusing the reader while also keeping them interested. Therefore, you must decide on the structure of your brand’s narrative. It’s one way to create a consistent image of your company.
Determine whether you want to tell your story chronologically or in thematic blocks that are based on the unique aspects of your brand. If there’s something extraordinary about how your company came to be, the former structure works best.
3. Make A Human Connection
If you already know what your company’s mission is, you can begin brainstorming story ideas. But aside from stating facts and figures, a touch of compassion and emotion may be essential to truly connect with your audience. After all, notwithstanding the industry your company belongs to, there’s always a story worth telling that involves people, especially the people who make up your company.
Since this step can be puzzling, here are a few suggestions:
- Introduce your employees to make your brand more believable. You can highlight their noteworthy contributions to the company’s success.
- Show how your products or services satisfied and aided your customers without sharing too much.
The stronger your company’s brand connection with your customers, the more likely they are to return as patrons. These are just a few examples, and there are still numerous other ways to tug at your customers’ heartstrings.
Make Use Of Visuals
A lot of people, particularly those in social media, enjoy visual content. This is simply because visuals are more appealing and easier to follow than plain text.
You’re not limited to using photos as visuals. You can also create infographics, video clips and animated GIFs to creatively tell your brand story. Look for a graphic designer, or you can design everything, in house.
However, finding and selecting visuals can be tricky too. Here are some situations and what you can do in response:
- Images With Legal Protections: To avoid infringing on copyrighted material, be sure to understand your source’s license and their requirements before using their images.
- Difficulty Finding The Right Image: If this is the case, simply jot down words or concepts related to your content or solicit ideas from others.
- Unfamiliarity With Graphic Design Software: If so, look for sites that make creating designs easy. Better yet, include a graphic designer in your budget, so they could be tasked with crafting the visual elements of your company’s story.
When you hear or read a well-told story, you’ll most likely react as if you’re reliving it. This makes crafting an engaging brand story to aid your audience in processing information, remembering facts and getting to know your company all the more important. However, it’s not always guaranteed that a well-crafted brand story will turn your company to a leading brand in the industry overnight. This takes time, but a compelling brand story could increase your chances of having meaningful connections with your customers.