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What is your favorite brand? Why do you like it so much? Is it because of their promotion? Their products? Or maybe even their history and story? All of these factors play a major role in telling a brand’s story.
Brands are everywhere in our lives. It could be the company we frequently order from when we purchase things online, the car we drive, or even that tasty-looking restaurant in town with amazing reviews! Brands can range from very small companies to international conglomerates. They may be large in terms of market share, but they can also feel extra special when they tell us stories.
What Does A Brand Consist Of?
A brand consists of more than what you see at first glance; it is made up of a mixture of people (employees), processes (systems), and physical experiences (products). A brand’s story depends on the brand’s identity and brand values.
Every brand has a story to share, whether it is an international brand like Coca-Cola or a local brand like Pizza Hut. They might be different in terms of scale, but they all have their own unique stories that need to be shared with their customers. We all love good stories; hence, marketers are now using storytelling techniques to communicate more effectively with brands’ audiences. This could range from telling stories via videos on social media platforms such as Facebook, Twitter, and YouTube to conducting live events where your target market can personally engage with your brand’s story!
Brands should never forget that at the heart of every brand lies its founder(s). This person (or people) started the brand, so it is only appropriate to start your brand’s story with them. Remember how her research always surrounded Marie Curie? Or how Steve Jobs left Apple only to come back later with a brand new perspective on things? Always remember that it is your brand’s history that makes up its identity.
This is why storytelling techniques are now being used in traditional marketing and even for brand development purposes. Many companies are now using storytelling as part of their brand awareness efforts or even making brand-customer interactions more personal. As many brand marketers would put it, “a brand is merely an intangible aspect of any product or service,” but this does not mean that brands themselves are intangible objects! Brands have stories to share, and brand marketing techniques are an excellent way for brand marketers to tell their brand stories more effectively.
Communicate Through Your Brand
Let’s take a look at how brands communicate with us through storytelling. When we buy from one brand frequently, this brand tells us a story about themselves and what they can do for us! Such is the power of brand storytelling. However, brands also need to be aware that they should tell their stories well and make sure that these stories reach their target market to have a successful brand promotion campaign. Otherwise, all those efforts would be put to waste once people start associating your brand with irrelevant things!
You might also want to think about your brand’s identity and values to develop your own brand story. Sometimes, brand stories may begin in the car park of a brand’s headquarters, which is where brand communication efforts should start! This also means that brand marketers must be able to tell brand stories consistently and constantly to reach their target market. You can even go so far as conducting brand surveys in your target market to know more about what people expect from brands and how you can appeal to these individuals using brand storytelling.
This does not mean that brand marketers cannot experiment with their brand story; they can create video advertisements or live events such as product launches that emphasize company culture growth and development. But, remember: there is no such thing as “one-size-fits-all” when it comes to brand storytelling in brand marketing. Sure, brand stories might be similar, but they will not always sound the same with the brand marketers’ brand voice!
So, when you come up with your brand’s story, it is also vital that you know what makes a good brand story. A good brand story should be engaging enough to make us want to read or watch it from beginning to end and believe what we’re reading. In addition, a good brand story must have great characters so we can relate more to their struggles and successes throughout their company’s history. It may not always involve happy endings, but there is always something for brands to learn from every negative situation in their lives: growth! Finally, a successful brand story can help brand marketers reach their target market and get them to truly believe in brand identity, brand culture, and brand values.
Your Brand’s Story Is Important
So how does a brand tell its brand story effectively? It begins with the brand marketers: they must express brand meaning through simple anecdotes or metaphors that could even be told in just one sentence! They must also know how to introduce different characters and contexts into just one story. The best brands can weave out different themes and ideas so people can learn more about them as things they can implement in their own lives.
It’s all up to you if you want your brand story to come from consumer insights such as individuals’ behavior when it comes to brand products or brand categories! Otherwise, you may want to come up with brand story ideas by yourself. Remember that brand storytelling is not just about generating creative brand marketing ideas to get people’s attention but also keeping the brand story consistent throughout the brand marketers’ communication efforts.
Looking for some guidance in telling your brand’s story? Then contact us here to learn more about how we can help you!