What makes a business great?
Well, all these things matter for sure.
Yet they’re not enough.
You need to offer something more to succeed. You have to tell better stories to your audience so that people can connect with your brand.
This art of narrating beautiful stories is called brand storytelling, the topic about which we’ll talk about in this post. So, let’s begin:
What is Brand Storytelling?
A process of telling stories that surround the facts, feelings, and values created by your company.
What differentiates brand storytelling from traditional advertising is the fact that it evokes an emotional reaction in your audience rather than showing and telling them what your company is all about.
Components of a Brand Story
According to renowned Internet marketer Neil Patel, a brand story has many important parts like:
- The reason your company is what it is today.
- Things that motivate you and your team to come to work every day.
- Inside look at your company.
You can find the rest in this infographic prepared by Neil Patel himself.
What People Get Wrong about the Story of a Brand?
According to some people, a brand tale is:
Make sure you don’t believe these myths so that you don’t follow the wrong path of learning.
How to Create an Excellent Brand Story? Learn from these 4 Successful Labels
This proud seller of grooming and beard styling products is a prime example of how knowing about your audience can help in creating a brand story that sells.
Beardbrand founder Eric Bandholz started with a blog and a YouTube channel through which he used to offer tips and advice for maintaining a great beard.
Soon, Eric realized that there was an entire generation of people who had a craze for beards. So, he decided to launch his own products.
And when he did, met with a great response.
As was already popular with the audience and was trusted with his knowledge of beards, they also trusted him to purchase his products.
So, the lesson you can learn here is:
Every story needs an appropriate audience. Find out yours and tell them the story they want to hear.
2. Blue Apron
Purpose is an integral part of any brand story.
Blue Apron understands this very well.
It’s a service that delivers ingredients for meals that customers can prepare at home. In short, the Blue Apron delivers you food items and you prepare food.
Now, see their mission statement:
“Our mission is to make incredible home cooking accessible to everyone.”
Such a simple line and a deep meaning. In just a couple of words, they mentioned the purpose behind their existence.
Here’s how this helps:
The audience feels more connected to a story when it knows the reason behind it. So, knowing the reason behind your brand’s existence will definitely attract them.
3. Wedding Wire
Wedding Wire connects couples with vendors, venues, photographers, and other resources so that they can plan a dream wedding.
Their brand storytelling is pretty inspiring.
Here’s what WeddingWire does:
The company details how it works behind-the-scenes in its blogs.
This shows readers the human side of your brand and they feel more connected to it.
The lesson you can learn here is:
The human side of your brand shows that you’re real. So. don’t hide behind your product or services and let your audience see the real you.
When it comes to brand storytelling, Google is a pro.
For example see this ad film by the name Google Search: Reunion:
After seeing this video, I was literally in tears.
Not just me, everyone who saw the video experienced a strong range of emotions. The response was overwhelmingly positive.
Later I found that other videos like Google: Year in Search 2016 had the same magical effect and that’s why their ads are so popular.
This is what you can learn from them:
Readers always like a story that evokes some kind of emotions. So, make sure your brand story also has some emotional elements.
Simple and straightforward messages can be attractive.
Popular feminine hygiene products brand Always proved so with the help of this incredible brand story.
In 2014, they started a hashtag campaign #LikeAGirl with the following video on YouTube:
It promoted how women are breaking stereotypes and bringing a revolution in the society which made a great impact on the minds of the audience. The campaign was highly successful. It taught us the following lesson:
People love it when a brand addresses social issues through its stories. Such brand tales usually have a great impact.
In simple words
Amidst our journey from a startup to a leading app development services provider in Singapore, we have learned this:
In order to make your business big, you can’t rely on your products and services alone. Instead, you also have to learn telling stories that actually impact your audience and prompt them to your their services.
However, you also need to learn that branding can have both great and drastic impacts on your business.
For starters, you can learn from the examples I mentioned above. Hopefully, they’ll help you a lot.