Nike, Airbnb, GoPro, Burt’s Bees, and Warby Parker are examples of well-known companies that have experienced a surge in popularity and business thanks to brand storytelling. By using the right strategies and channels, these corporations managed to reach out and connect with more people, thereby establishing and boosting their reputation.
The result of their efforts translated to an increase in customer loyalty as well as new and repeat sales.
Since brand storytelling has worked wonders even for the biggest, most established companies, it would be a shame not to use it to your advantage.
Establishing and Sharing Your Brand Story
If you want to craft a compelling brand story that will resonate with your target audience and allow you to reap the accompanying benefits, follow these tips shared by a leading provider of branding services in Dubai:
Reacquaint yourself with your company’s brand purpose
People put up their own companies for two main reasons: to augment their income and experience the perks of being a business owner. Although there is nothing wrong with reaching these goals, they are not the stories you will want to share with others.
Look back on what made you decide to start your company. Did you put it up to provide a service or product to help people solve certain problems? Or did you want your prospective customers to prevent these issues from coming up?
You may find your primary goals for starting your business in your brand purpose statement. Re-read these and take them to heart. Once you remember and understand your objectives on a deeper level, you will realize the importance of your company and your product or service.
Know your target audience
Once you recognize and appreciate the importance of your brand, you have to describe this to your target audience. You have to explain to them why your company exists.
Enumerating the different ways your product or service can help your potential customers and the benefits of choosing your company, however, is not enough to build and tell your brand story. You have to know who you will be talking to in order to create the ideal content.
Start by narrowing down your target market. You have to know who your current customers are and who your ideal ones are. Aiming for a broad range of audience can cause you to fail in proving the significance of your product or service and lose the opportunity to connect with your audience,
Once you have narrowed down your target market, create a brand story that resonates with them by creating buyer personas. These personas are characterizations of your potential consumers based on your current customers’ demographics, buying patterns, lifestyles, requirements, and interests.
With these personas, you will be able to know precisely what your customers want to hear or understand about your offering. You can then create or revise your messaging accordingly.
Highlight your brand’s personality
Consistency is something that consumers look for today. To ensure your brand story truly represents your label and connects with your target audience, create it using your official tone of voice.
Use words, adjectives, and a few industry jargon that describe your brand and set it apart from the competition. Look at the customer persona you created and think about the voice they expect you to use as well.
Make sure your brand’s personality shines through in your story as well. Avoid tweaking it too much simply because you want to stand out more. Do not add any detail that has nothing to do with your product or service so that you won’t confuse and turn off your target audience.
Create the perfect content
Whether you are making a post, video, or infographics to tell your brand story, you need to produce excellent, top-notch content.
A great brand story needs to have the following vital elements:
- The story of your establishment
- The specific issues your product or service can resolve
- The unique selling point of your company
- The plans you have for achieving your brand’s goals
- The inspiration behind your business (if any)
For article-type formats, such as blog and guest posts, long-form content, e-books and white papers, make sure they are written using your brand’s tone of voice. They also have to be well-written, typo-free, and easily understood by the reader.
Add or use relevant, good-quality images as well so that your content can quickly catch the attention of your target audience.
In addition, you can use a mix of text, videos, and other formats to create a series featuring your brand story which can pique the curiosity of your target audience.
Promote your brand story
Lastly, once you have created your brand story and transcribed it in different formats, work on promoting it.
Create an immersive brand communication strategy for promoting your brand story. Start by internally rolling out your brand story, let your team endorse it and live it then think of how to externally roll it out; consider posting your content on your website and other channels. Write or upload your articles about your brand story on LinkedIn, Medium, and other sites.
Upload and optimize your video on YouTube, Daily Motion, and other video hosting sites. Additionally, post links of your published content on your social media accounts.
If you want to join other social networking sites, choose ones that your target audiences are on. If your competitions are on these platforms, consider signing up for them, too.
As a final tip, be honest. Tell your real story; do not make one up simply because you want to have one that will impress and draw more people to your brand. If you lie, embellish or exaggerate the truth, people will find out, and this will cause you a lot of problems that you will find hard to fix.
Hasan Fadlallah is a Serial Entrepreneur – Founder & CEO of Brand Lounge, the region’s leading and award-winning branding consultancy, whose role is to help organizations align their business behind an idea that will deliver success time and again. Equipped with over 20 years of professional consulting experience, today he advises businesses throughout the Gulf and Africa on brand development and in 2014 was recognized by the World Brand Congress who awarded him the prestigious Brand Leadership award in Brand Excellence.