How to Create a Compelling Brand Story

When you hear brand names like Disney, Apple, or Coca-Cola, you probably have some specific imagery popping up in your mind. That reaction doesn’t happen by accident, it’s the result of countless hours dedicated to crafting a cohesive brand story. A brand story is the overarching narrative of your company that incorporates both facts and feelings about your product. The goal is to spark an emotional reaction in the mind of the consumer. This goes beyond simply showing your brand in traditional advertising.

Your brand story is rooted in things such as your company history, product quality, in-store experience, values, brand voice, and more. Think of it as one of the strongest factors that differentiates your company from competitors. If there are two similar stores in town, there will be reasons why certain customers consciously choose to shop at one store over the other. A company’s brand story isn’t the only reason customers will choose to shop there, it can be a very significant factor in the decision making process.

Here are some of the key elements that go into creating a compelling brand story: 

Define Who You Are

Before you can convince anyone else to purchase your product or services, you must have a crystal clear idea of your company’s reason for being. What is your unique selling point? How do you differentiate yourself from the competition? These are the types of questions you must ask yourself before embarking on the journey of creating a compelling brand story. 

Connect With Customers

As mentioned, a brand story will consist of many different aspects of a company. However, the ultimate purpose of any brand story is to create an emotional response with the consumer. You should avoid vague wide-sweeping statements about how your product will improve people’s lives. You should instead focus on connecting with your audience in direct and specific ways. This can be approached in many different ways, such as appealing to people’s sentimentality or their sense of humor.  

Communicate Values

Younger generations of consumers have different priorities than those that came before them. They place a much bigger emphasis on a company’s values and social responsibility. Highlight the ways your company cares for the world around it, such as community outreach or environmental initiatives. Your values are a crucial part of your overall brand story because they communicate what you stand for to your audience.

Stand Out With Visuals

One of the most important aspects of any brand-related strategy is to focus on your visual style. From your logo to your web design, and everything in between. Visuals can make a huge impact on your brand story, making it more memorable than just text alone. Your visual flair also communicates so many things about your company without saying a word. Social media posts with some kind of visual element typically garner more engagement than those without, which is another reason why your visual designs will be a key part of your brand story.

Make It Human

While your brand story includes marketing and advertising, it is so much more than just that. The people within the company are what gives it a personality. Utilize your people by putting a face to the brand rather than only focusing on your product or services. Your customers are individuals with their own stories and reasons for being interested in your brand. You should be inviting your customers to become part of your company’s brand story. This helps your business come across as genuine in wanting to fulfill a need in your customer’s life.

A brand story encapsulates so many things about what makes a company special. Your marketing strategies, values, logos, and visuals designs, all add up in creating an overarching brand story that will inspire customers to choose your product or services. If you’re interested in partnering with a team that can help you craft this vision, look no further than TriSpark Media. Reach out to our team of talented advertisers and marketers who can work with you to help your business advertising strategy stand out among the rest.

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