For people to engage with your brand, they need to feel a connection. The foundation of this is a brand story.
Connections are what creates strong loyalty with your customers, which ultimately grows into a long-term relationship with your business and brand. One way to build this connection is through storytelling marketing, more commonly known as brand storytelling.
Storytelling itself is a powerful technique for building relationships. It’s a proven concept that brings people together and keeps them engaged. Great examples include Dyson, Virgin and even Reggae Reggae sauce. All brands we know, because their story has been well communicated.
When it comes to your brand, good stories give big voices to small ventures. It’s critical that companies take the time up front to fully develop their approaches to storytelling – that’s where we can help.
With a mixture of creativity and business insight, we work with customers to develop messaging that encapsulates both what they do and why they do it, helping to build that vital customer relationship. Here’s how you can build a brand story.
Step One – The Discovery
We offer discovery sessions to every single client, where we delve and dig to find out what really makes them tick!
In each discovery session we hold, we aim to identify what makes the brand special. This isn’t features and benefits but the feeling (aka sentiment) of what the brand is all about. Much like Nike’s ‘Just Do It’ or McDonald’s ‘I’m lovin’ it’. This not only provides the start of your narrative but also sets the tone of your story.
It can be difficult to do something like this yourself, as you’re so close to the subject – however, this talk by Simon Sinek is a great place to start.
Step Two – Create
Once you’ve discovered your sentiment use this as a basis to write your story down, the whole thing. When we do this internally we get pretty creative about it. We usually get the team together, using post its and crayons, stickers and flipcharts – it’s a real collaborative, creative process. It sometimes isn’t in order, but we get it all down, so we can see what it is and identify the important bits.
Step Three – Map
Once you have your whole story it’s time to tailor it, cut out the bits you don’t need and map out how you want to tell it. We map out the journey someone would take to read the story or any other way – through video, design or photography. Once you have your story streamlined and mapped we’re ready to move onto the next step…
Step Four – Communicate
Now it’s ready, it’s time to go and tell your brand story, and put it on the right channels for your audience. If there’s video – share it on Facebook. Got an audience that spends time on a commute? Create a podcast.
The key to getting your audience to understand who you are and what you’re about is to tie your brand story with your marketing plan – and if you’re struggling, agencies like Purpose Media can help.Digital marketers can give you advice on how to tell your brand story, what platforms and what creative asset will do it the most justice.
Step Five – Evolve
While you communicate your message it’s important to check and track the engagement and feedback from your customers. Your story is evolving and changing, and you need to amend and tweak the way you communicate so your audience understands.
Your story isn’t set in stone, so it’s important to make time to go back and evolve your messaging – so it grows and changes as your business does.
Ready to discover your own story?
Your brand is more than just your logo, tagline and design scheme. It encapsulates your customers’ total experience of your business – if you hadn’t guessed it already, your business has a story to tell.
Purpose Media can help you deliver memorable experiences to your customers through brand storytelling. We carefully consider who you want to reach and the values you want to portray, helping you to attract your ideal audience and take your business forward.
Interested in discovering your story? Let’s get started…