A brand story is important for a business in order to make a connection with their customer base and casual audience outside of traditional brand advertisement. Coming up with a successful brand story is tricky since the organization must be able to inspire trust and an emotional reaction from audiences, while keeping in line with the brand image that the company is trying to portray. Here are some ideas on how to come up with a successful brand story for your business.
1. Know your audience - prepare!
The key thing to realize when creating a brand story is the intended audience. The story should inspire customers to buy part of the story when they make a purchase, not just a product or service. The organization needs to be well prepared and know their audience in depth before coming up with a brand story in order to connect better with their customers.
2. Use a brand hero
A brand hero can be a fictional character, for example Tony the Tiger from Kellog’s Frosted Flakes; a real person involved in the company (Steve Jobs with Apple); or a famous person or celebrity who endorses the brand and its products (Michael Jordan – Nike). Their role is to make the brand story more relatable and identifiable for audiences: sporting brands such as Nike and Adidas use football stars to tell their brand stories and form a bond with football fans that end up purchasing products in order to feel more connected to their personal heroes.
3. Focus on the active struggle
It is important to learn how to tell a story properly when coming up with a brand story. Focus must be placed on the journey that is being described, and how the business or organization mission and values were created and engaged through the story. The brand story must be told at a good pace, not too fast, since the audience must be engaged, and curiosity becomes vital to their experience. Not too slow, because then the audience loses focus and interest.
4. Make use of natural language
The brand story needs to be relatable and understandable by target audiences. As such, using overly complicated language can alienate the target audience by making them feel like they cannot connect with the story that is being told. The human element of natural, conversational language must be used in order to make audiences feel as though they are personally being engaged by the brand story.
5. Make the story visual
Well described brand stories create more lasting impressions. In terms of written brand stories, settings must be detailed in order to allow audiences to envision the scene easily and see themselves in the shoes of the brand hero. Detailed descriptions appeal to the senses, for example with KFC’s Colonel Sanders brand story, the use of words such as “11 herbs and spices”, “crispy fried chicken”, and the slogan “finger lickin’ good” create a visual and sensory image for the audience.
A master's degree holder in information systems who wears many hats, with interests in digital technology, design, quality assurance, marketing communication, electronic music and food.