One of the most important elements of a company’s marketing plan is the brand story. Targeted, purposeful brand presence is at the heart of every great brand and every memorable brand experience. Understanding what makes a brand or product unique, and how it answers real and perceived customer needs, is the key to creating any successful brand.
To really resonate with potential customers and build brand advocates, companies must be able to sell why they exist. When asked why a company exists, people want to hear the stories behind the products and services being sold.
If you fail to develop these stories, you’re going to miss opportunities to create authentic relationships with your customers. Brand stories are essential to establishing trust through emotional connections and understanding. They bridge the gap between simply having knowledge of a product and electing to spend money on it and share the experience with friends and family.
What Are Brand Stories?
When discussing the importance of brand stories with clients, I usually remind them of the several things brand stories are NOT:
- They are not ads.
- They are not sales pitches.
- They are not marketing plans.
Brand stories should never be marketing fodder used to tease customers in. Consumers can smell a fishy story a mile away! The brand story that you develop must be honest and genuine. It has to include emotional components. And, it has to be real.
Reflect on your core purpose.
We will identify the problem that your product or service solves for your target demographic - the reason you developed the product or started your business. (Making money is not a compelling reason -- so, stick to what purpose your product or business serves.) Describe how you established the solution. This may be the way you made the product, your background or experience that led you to this product, or how you started your company. And, finally, share your success. Demonstrate how your new product solves a problem or serves a purpose. Ensure that your story explains why you exist. Deliver your story with simplicity. Consider including components of visual storytelling to help share your story, too.
Create the story from your personal perspective.
Consumers are not impressed by stories about riches, fame or power. But, they are engaged by emotional, down-to-earth anecdotes that come from the heart. They appreciate a knowledge of how your company started from the ground up. They will enjoy hearing how the product you created was an accident or prototype for some other project. They are interested. Give them honest stories that allow them to understand your company, what you stand for and what you hope to deliver.
Continue to tell your story.
A brand story is a catalyst for more. It is not the happy ending...but, the “to be continued.” Engaging consumers and encouraging them to share their own stories is the goal. Ensure that your brand story shares a feeling of success and predicts future prosperity.
Every marketing plan should establish emotional connections and trusting relationships with customers. The development of a brand story will provide a strong foundation for your company.
The LimeLight Marketing Team are experts at helping clients craft their own brand stories to complement their marketing efforts. Contact us today to learn how we can help you!