Get expert advice on every topic you need as a small business owner, from the ideation stage to your eventual exit. Our articles, quick tips, infographics and how-to guides can offer entrepreneurs the most up-to-date information they need to flourish.
October 7, 2020
We can find stories everywhere — in the news articles we read, conversations we have, movies we watch — and often, we expect these stories to form the bases of our relationships. According to a study by Jeremy Hsu, personal stories, on average, account for up to 65 percent of our conversations. They represent our need to understand and connect emotionally with why and how things happen.
Most stories work on an emotional level. In an article published on Smart Insights, Jonathan Gabay notes, “Stories ... activate sensory parts of the brain that help influence the meaning and purpose of what is seen and heard — helping provide a greater personal insight into life and events.”
Storytelling is a skill that every business owner who wishes to build a lasting brand should master. Because when stories are strong and powerful enough, they become a living, breathing part of the brand, which can encourage employees, customers and other parties to unite and act in support. When told well, stories can turn a brand into a legacy, generate substantial profits, create a robust marketing strategy, win the loyalty and trust of users and offer many other benefits.
In simple words, a brand story tells the audience what you are and what makes you unique. According to The Story of Telling, “A brand story is more than a narrative. The story goes beyond the copy on your website, the text in a brochure or the presentation used to pitch to investors. Your story isn’t just what you tell people. It’s what they believe about you based on the signals your brand sends. The story is a complete picture made up of facts, feelings and interpretations, which means that part of your story isn’t even told by you.”
One example of a good brand story is of the socially-conscious shoe company TOMS Shoes, whose entire brand story can be summed up as follows: “While traveling in Argentina in 2006, Blake Mycoskie (the person behind the idea of One for One®) witnessed the hardships faced by children growing up without shoes. Wanting to help, Mycoskie created TOMS Shoes, a company that would match every pair of shoes bought with a new pair of shoes for a child in need.” After reading this, anyone can tell why the company was founded, and what its mission is.
Stories can help change the course of a business. Follow these steps to write your own brand story:
Every great brand story builds on the dream and purpose that birthed the company, and understanding what brought you to this point and where your enterprise is going is a great place to start.
A brand statement sets a perfect future to reach for, driven by ethics and values — it goes beyond the money you want to earn. Ask yourself, “Why are you here?” and “How are you making the world a better place?” By answering these questions, you will find the inspiration from which you can build your brand statement.
An effective brand narrative is succinct and tells the story of your brand, including where you came from and where you are headed. A brand story must be honest, authentic and true — if it’s too contrived, consumers will be able to quickly sniff out false information and may even penalize you for it.
A great brand story is also entrenched in purpose and passion. When there is a purpose behind your story, your audience will be more likely to engage. If written conversationally, it allows them to be part of your journey and make them aware of why you do what you do.
When setting the tone for your business and building a brand story, ensure that you project your customers as “heroes” in order to make them feel like the center of your brand.
Try to appeal to the feelings and emotions of your audience so they feel a deep attachment to your products and/or services. When things are entertaining for your customers, they are more likely to come back to your brand.
If your brand story is good enough, it will most likely take care of itself. This is because a good story begs to be shared. That said, consider these pointers to enhance the virality of your brand story:
Neha De is a writer and editor with more than 13 years of experience. She has worked on a variety of genres and platforms, including books, magazine articles, blog posts and website copy. She is passionate about producing clear and concise content that is engaging and informative. In her spare time, Neha enjoys dancing, running and spending time with her family.
We provide you with essential business services so you can focus on growth.
