Every brand has a story, which often starts with the founder and incorporates everything from the brand’s aims and goals to its journey and current situation. Let’s take a look at why this is so powerful in brand marketing and how you go about telling a brand story.
Why stories?
Narratives appeal to our base instinct for tales, with every brand having a story. Perhaps your brand was founded because you discovered a frustrating gap in the market and wanted to fill it, or perhaps your brand has achieved against the odds or has social enterprise elements that are worth telling. The story of how your brand started and where it is today will almost certainly be of interest to your customers. Brand stories are everywhere, which is why it is important that yours is different from the rest.
Telling the story
It is one thing having the base of a story, but it is quite another thing telling it. The brand story needs to be built around the people behind the brand, as this helps customers feel an affinity with you and shows the humanity behind the name and the products. As with any story, you will need the basic three-part plot structure status quo, conflict, and resolution.
This means you will start at the beginning. What was happening before the birth of the brand? This can be personal, cultural, or social. Like any story, the crux is the conflict: the point when your brand overcame adversity. Whether finding premises, investors, getting the product right, or even the frustration that led to the initial idea, this is the part people will engage with.
Your story should also cover the resolution and where you are today. If you need help creating and perhaps broadcasting your brand story, why not employ the services of a brand strategy agency such as https://www.reallyhelpfulmarketing.co.uk/specialist-services/brand-strategy-agency?
From the spark of an idea to your current situation, every brand has a story to tell. A story told well will almost certainly resonate with both existing and potential customers.
