Brands often seem distant and hard to relate to. Brand stories, however, bring brands closer to the customers, giving them something real and human to engage with.
A brand story is a narrative compiled out of facts and feelings that you want your brand to evoke in users. Unlike the traditional marketing strategy which is mainly focused on telling and showing the story, a brand story is something that will humanise the brand and entice a reaction.
Some of the most famous brand stories are Airbnb, Nike, Toms Shoes etc.
Tom's Shoes, for example, shares a story of philanthropy where the founder, Blake Mycoskie witnessed the hardships of children who don't have shoes. This is why he established his company as the one that gives a new pair of shoes to the children in need with each purchased pair of shoes. So far, he has given out 50 million pairs of shoes. He later launched his Bag Collection where for every bag purchased he created a safe birth giving to mothers in need.
Nike, on the other hand, has had a successful branding story for decades now. They have been extremely successful with their latest Equality campaign. The company establishes itself as a force for positive social change. This way they connect with their audience, giving them more than just sneakers and workout gear.
Writing a brand story can be hard, though. It takes a lot of work to come up with a way to translate what your business has been through into a story that will attract people and entice them to engage with your brand.
Here are some great tips on how to write a successful brand story.
Your history is your story. Present your customers with what you've done in order to be successful. They will be able to relate better if they know what you've been through in the past.
To understand what your story should be like, you should first consider your audience. Your style, your way of communication and many other elements depend on what your target audience is like. It is not likely that, for example, old people will understand you if you use a lot of popular jargon or that young people will be able to relate if you are too formal.
You could do the necessary research by creating surveys for your customers to take, gather data from various platforms and websites online, look at similar brands and who their audience consists of, track your success with various target markets etc.
To help you do this, you can use the following tools:
The best brand stories also have to be accurate. Grammar and spelling mistakes will create doubt in your brand's credibility. Avoid this mistake by using useful online tools:
Here’s to the crazy ones, the misfits, the rebels, the troublemakers, the round pegs in the square holes… the ones who see things differently.
This is one of the most important elements of any brand story – consistency with the brand itself. If you already use a certain voice in your advertisements, social media posts or on your website, you should use that voice in your brand story as well.
Here are some examples:
If you ever mentioned any details of how your brand came to be to your audience, include that element in your brand story and don't make it sound too different. Consistency creates trust and your customers will know what to expect from you.
"Consistency matters immensely. Your brand story should be written in the same voice that your brand is using. This will allow you to be recognizable and relatable," says Chloe Jensen, a writer at BoomEssays.
If you just keep thinking about what you'll write, you'll never write anything. Start by brainstorming and writing down everything that might be important about your company. Remember your history and your beginning, interesting anecdotes and people that might be good to include.
This will help you visualise where you want your story to go and what you want it to be. It'll be much easier for you to create a complete story once you have all of the components mapped out.
Some of the tools that you could use for this are:
Your story should never end up just on your websites 'About us' page. Give it more life and freshness by sharing it via email with your subscribers, on your social media profiles or anywhere else that may be appropriate.
This way you'll give people more access to your story and get a better chance of it being read. People will also be able to share it with their friends. You'll get a wider audience and your customers will be able to respond and engage with your story.
Tools that you could use for sharing your story are:
One of the startups featured on Informi, design agency Off Grid, have shared their brand stories to good effect on Medium.
A successful brand story can be extremely positive for your brand. It can entice engagement and your audience will perceive your brand as more relatable. They will understand you better, and with a good brand story, you can provoke feelings in them that will help them make a decision on purchasing your product or service much easier. In order to create the best impact, it has to be relatable, interesting and true. Pour your heart into your story and turn it into something that people will like to read. This is a great chance to bring humanity to your brand and show people that there is more to the brand than just products. A good story builds trust and customers will be loyal to you if you share your story with them. Don't be afraid to use emotional language and tell them what it took to create your brand.
Grace Carter is a writer at BoomEssays and EssayRoo. There she edits, proofreads and manages content. Also, Grace is a tutor at Assignment Help website, where she teaches ESL students and helps them improve writing skills.
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