How To Build Your Brand Story
Image from Leo Lin via Flaunter
Who doesn’t love a good story!?
We meet with brand managers and PRs every day. And one thing we always love is that very first conversation where they share their brand story. There’s something so special about listening to the owner of a small business or a PR manager talk about the who, what, when, where and why of their brand. There’s a sparkle in their eyes, a cadence to their words and an undeniable passion. It’s truly one of the most inspiring parts of our day – and it reaffirms the importance of storytelling in the world of PR and branding.
A good brand story is really the heart and soul of your brand, the driving force that defines your business, and the reason your audience will either resonate with you and what you stand for - or not. Keep reading as we explore what a brand story is, why you need one, tips for crafting an impactful narrative, and how to effectively share and promote it. The importance of getting this right can’t be downplayed, and done well your brand story will be what sets you apart, creating emotional connections, building trust and helping to drive loyalty.
What exactly is a brand story?
A brand story goes far beyond a logo, tagline or the products or services you offer. It ventures into the emotional and human dimensions of your business, breathing life into your brand and making it relatable to your target audience. It brings together your history and foundations, as well as your vision and goals for the future. A well-crafted brand story will help you connect with your audience, building trust and showcases your uniqueness.
Why a brand story is essential for your business:
You might be wondering, “Do I really need one?” The unequivocal answer is yes, and here are three compelling reasons why:
Connection. Your brand story humanises your business, making it easier for customers to connect with you. People don’t just buy products. They buy into stories and experiences.
Differentiation. The market is C.R.O.W.D.E.D. There are countless brands in countless industries and countless more popping up every day! A unique brand story can distinguish you from the competition. It helps your potential customers understand why your brand is special and worthy of their attention.
Trust. A compelling brand story builds trust and credibility. When customers can relate to your values and mission, they are more likely to trust your brand and become loyal supporters.
Inspires consistency: Your brand story can help set the tone for all your communications, it can guide your tone of voice and help your audience to understand what they can expect from you.
What you need to include:
Start at the Beginning: Your brand’s origin story is where it all begins. Share the humble beginnings, the challenges you faced and the pivotal milestones that have shaped your journey. This adds depth and authenticity to your brand, making it relatable to those who appreciate genuine, human stories. People are more likely to resonate with a story that feels real, don’t be afraid to show vulnerability.
Values and Mission: Explain why your business exists (beyond profit) and how it aspires to make a positive impact on your community, industry, or even the world. Whether your focus is sustainability, social responsibility or innovation, your values and mission set the tone for your brand’s identity and help to give it depth.
Personalisation: Behind every brand, there are real people with real dreams, ambitions and unique personalities. Introduce your audience to the faces behind your brand – the founders, team members and their roles. Showcasing the personalities that drive your brand will humanise it further and allow you to transform your brand from a faceless entity to a relatable human story that customers can connect with.
Real-Life Tales: Don’t shy away from sharing real-life experiences or stories that demonstrate the impact of your brand. Highlight how your brand has solved problems, improved lives or made a difference. These stories provide tangible evidence of the value your brand provides and strengthen the emotional connection with your audience.
The Power of Visuals: In our visually-driven world, aesthetics matter. Visual elements such as logos, colours and design play a pivotal role in conveying your brand’s personality. Your logo becomes the visual embodiment of your brand’s story, while colours evoke emotions and feelings associated with your brand. Ensure that the design elements on your website, packaging and marketing materials complement your brand’s narrative, creating a cohesive and memorable brand experience.
Tips for sharing and promoting your brand story:
You’ve crafted a beautiful brand story that encapsulates the uniqueness of your business and resonates with your audience. Now, it’s time to ensure that it reaches the right ears:
Media Outreach. Reach out to relevant media outlets, both traditional, digital, even podcasts, to pitch your brand story. Craft compelling press releases and media kits to make it easy for journalists to feature you. Pitch your founder for interviews and features. Don’t forget to upload your brand story and assets to Flaunter for 24/7 media discoverability.
Social Media. Share your brand story on social media platforms, using compelling visuals and storytelling techniques to engage your audience. This doesn’t need to be all at once, you can create snippets of content focussing on different elements of your brand story to keep your audience engaged.
Website and Blog. Feature your brand story prominently on your website and blog. Create related content that expands on different aspects of your story. This is more than an About page - weave your story through your content in different ways.
Email Marketing. Use email campaigns to share your brand story with your existing customer base and subscribers. Include calls to action that encourage them to share the story further.
Partnerships and Collaboration. Partner with influencers, industry leaders or like-minded brands to amplify your brand story to a wider audience.
Your brand story is a powerful tool for building a lasting connection with your audience. It captures the essence of your business, resonates with your customers and sets the stage for your communications.
Need help crafting your own brand story? Reach out to our team.
