Brand story writing tips
The best way to stand out and get attention in today’s media saturated world is by telling a compelling brand story. Brand stories create a consistent relatable story arc that shows what your brand has to offer by showing what you really care about and what you stand for as a company.
Without a brand story, the rest of your communications not only fall flat but will be inconsistent with each other and be devoid of emotion. I recommend really nailing your brand story before proceeding further with your other communications materials.
Big corporations like Coca-Cola and Apple have long realised the power of using their unique brand story to build connections with their audience. Below is all you need to know about writing a compelling brand story.
Brand storytelling tips
A compelling brand story should be able to generate consumer trust straight away and not just any story will do. Your brand story should have the right elements to stimulate emotion and connect with the reader. Here’s how you can do that:
Your story should show brand personality
A brand story is not an impersonal thing like a clickbait or a marketing tool, instead, it is a way of showing brand persona. A great brand story should be driven by your brand’s personality whilst clearly demonstrating who work for you. And don’t forget the people who have been instrumental in your business’s growth and success! Most big tech brands today share their personality by telling the stories behind their creation, think of Steve Jobs and Apple or Jeff Bezos and Amazon.
However, your brand story shouldn’t end up being an individual’s biography. Rather, it should tell the evolution of the brand, showing how it was inspired by an individual’s personality and it should definitely be a relatable journey (at least in the beginning). This way, it provides someone real that your customers can trust, since people are more likely to trust other people rather than an abstract concept or corporation.
Your story should connect with your customers
At its core, your brand story isn’t really about your company. Its goal is to establish a connection with your customers. Therefore, it should be able to tell your customers that you understand them and you’re on their side. It should also be able to make your brand relatable and distinguishable. For example, Jessica Alba’s The Honest Company was able to raise millions of dollars by creating a brand story that connects people to its non toxic household goods products.
‘Research indicates that the human brain responds to the descriptive power of stories in deeply affecting ways, influencing both the sensory and motor cortex. To read a story is to feel an experience and to synchronise our minds with the subject of the story,’ Neil Patel states.
Your story should be simple
A simple brand story is better and easier to tell whereas an overly complex story can erode trust. Every good story has a beginning, a middle and an end and your brand story should follow this fundamental structure. No matter how bulky the description of your brand’s story it should conceptually follow the following process:
Your story should shape your existence
A compelling brand story should describe the whole reason for the existence of your company. Explaining why your brand exists builds trust and answers the question of why people should buy from you. Just like the way the TOMS shoe company shows that for every pair of shoes purchased, they donate a pair to someone in need. This explains the reason why they exist, to improve the lives of those in need. It also helps to elicit empathy and altruism in whoever reads their brand story, which is a very powerful motivator within humans.
Remember this iconic television commercial from Chanel No. 5? It employs classic storytelling techniques and has a clearly identifiable brand story that provides the foundation for their infamous product.
Remember, by answering the question of why your brand exists with a story, you can build the trust of your customers. It’s also worth refining the tone of voice and getting the structure super clear and readable. Don’t just ramble on with whimsical overwritten blurbs just because they sound fun. It might pay to revisit the five building block questions of writing.
Overall, a terrific brand story is a powerful way of building a foundation of trust and establishing a business that people want to align themselves to and which breeds loyalty.
You might also like... Content writing
Do you love short stories? Here I am reading a little snippet from one of my stories called The Book of Elizabeth Purdon from my micro collection of short stories called Uneasy.
You can grab your own copy of Uneasy here.
There is a marketing branch coined sensory marketing. According to Rieunier (2002), the sensory marketing approach tries to fill in the deficiencies of traditional marketing which is too rational.
Almost all marketing traditionally focuses on two senses: sight and sound. That leaves an enormous opportunity to appeal to the other senses that could be highly effective. Given how closely related to memory smell and taste are, these underutilised facets have the potential to really emphasise the way people relate to your brand. If you’ve ever walked past a Lush, Aesop, Subway or Janesce store, you know exactly what I’m talking about. They are distinctive smells that you can’t disassociate with in a hurry!
‘Sensory branding is a type of marketing that appeals to all the senses in relation to the brand. It uses the senses to relate with customers on an emotional level. Brands can forge emotional associations in the customers' minds by appealing to their senses. A multi-sensory brand experience generates certain beliefs, feelings, thoughts and opinions to create a brand image in the consumer's mind,’ Wikipedia.
This form of embodied cognition that is integrated into marketing asserts a holistic approach that not enough businesses are taking advantage of, which, if done correctly could put you ahead of others and set you up for long term success.
And it works! In South Korea, a Dunkin’ Donuts branch strategically releases a coffee smell on cue with their company jingle on a bus, which has seen an increase in sales Dunkin’ Donuts at nearby shops by nearly thirty per cent.
How can you promote your business using each of the five senses? Come up with one unique way for each sense. You can be as extravagant or as small as you wish. Examples might include: sending a flavoured tea bag with your logo on it, a complete virtual reality experience or send distinctive incense or a fragrance vial with a brochure.
If you sell products, change the wrapping to incorporate a sensory experience. Pringles have their signature “pop” when you open their can and KitKats have the “snap” of the break in the chocolate. How often do we associate a champagne’s corking popping with celebratory aspects?
Feeling stuck? Write down the first thing that came to your mind, no matter how ridiculous or expensive and unachievable it seems at this time. Remember, we’re brainstorming, not writing anything in stone.
Want a bit of homework?
Once you’ve written your five senses marketing list, pick one and complete it. Don’t be afraid to go big and bold.
You may like to read the book:
Customer Sense, How the 5 Senses Influence Buying Behavior by Aradhna Krishna
This is an extract taken from my book, Thirty Days to Conscious Success. Grab your copy today.