A "brand story" tells customers what the business is about and where this business is operating. And those are very special stories that have a high strategic element, each episodic chapter is written according to the brand's existence and development over time to respond to changes in the market and consumer demand. But we often can see embarrassment when people are asked: "How do you tell a story of your brand?" That's a simple question, but why hardly anyone can answer it easily?
In today's information age, many people feel extremely difficult to summarize in 60 short seconds what work they do, what their brand brings to the audience and why... Of course, this is just the top of the iceberg. The most difficult is how to put all the information about yourself in the short-term "storage" in the client's head. Like a pianist who wants to present a Beethoven's symphony skillfully, one must go through a long process of hard work, and before summing up everything, one needs to consider all the related information.
The brand story is an important factor in relationships with customers and stakeholders, helping improve awareness, consideration, and testing and buying decisions. What makes brand stories important is that they are the driving force of business development. The more compelling the story is, the more powerful it will be for the growth of the business.
Some tips how to create a good brand story:
Clear ideas: First of all, businesses must know the main traits of the brand - such as: who is in the business, what happens in this business, and how your business is different from others in the market?
Tight layout: After that, when starting to "tell stories", businesses must ensure that the story they tell must have a tight layout and always have the consistent content. This is the time when the traditional media, activities and achievements of the business are combined to create a standardized and unified brand in the market.
Featured content: The final step is to add the story on a little spice to make it more interesting. This is the time for brand personality to be displayed, shine and help turn the thought "I need this product" into "I want this product".
To sum up, the brand story contributes to the most basic questions: Why? Why can you better meet customer needs than other brands? Why do you choose this logo? Why do you choose these advertising messages? And finally, the most important question for all marketers and managers is: Why do people make the important decision to choose your brand and not another one?
Once you can satisfactorily answer all these questions, you can confidently set up other important communication tools - messages that help employees focus on work or customers pay attention to the brand; the form of advertising and design can further strengthen the brand identity in the minds of customers.
And only when businesses have finished writing an interesting story about the brand, can media plans be put into practice. So what are businesses waiting for without starting to write a story for their brand?