How do we create a distinct story for our company and brand?
What a brand story isn't: It's not just a catchphrase. It's more than just the logo or the colors. It's more than just your personal story and "about" page, or a sales pitch.
What is a brand story? A brand story is the soul and heart of your company. It is a complete representation of who you are. It is what distinguishes you.
Successful brands tell a story that distinguishes them and creates an emotional connection with their customers. Making an emotional connection is the goal of good storytelling.
The colors, logo, name, and tagline all stem from the central message. They all contribute to the brand story.
A brand story explains why you started your business, why you get up every day and do what you do, why customers should care, and why they should trust you.
The brand story fosters connections and trust.
Here's how to tell a distinct and authentic brand story:
1. Simple is best: Simple stories are the most effective at building momentum and relationships. The story must center on a problem, a successful outcome, and a solution. Most good stories have three parts: a beginning (why did you start, was there a struggle, was there a protagonist who overcame some obstacles), a middle (where, when, and how), and an end. The end isn't really an end in the traditional sense because it is a journey and a progression that creates hope for the client. Simple stories foster trust.
2. Allow your personality to shine: The founder's personality drives good brand stories. Allow your personality to guide you through the brand story. It returns to my earlier point about being authentic and aligning brand values with your own values. It's more than just your life story. It is the reason your brand is inextricably linked to you. It is what distinguishes your company. People buy from other people. People form bonds with one another. So, make the person behind the brand visible. This does not have to imply plastering our faces across billboards. It entails showing clients why you are the best person to drive this brand forward, which builds trust.
3. Give it purpose: This, in our opinion, is one of the most important aspects of any brand and a compelling brand story. What is the brand's purpose? It's not just about the money. What kind of issue does it address? What kind of social change does it cause? Is it bettering people's lives in some way, as every brand or business does? We all have desires to improve people's lives, to leave a small footprint, to leave a legacy. Communicating this purpose through your brand fosters customer trust and connection. It gives them a reason to buy from you.
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