Regardless of your business type, storytelling can be an effective tool in your branding strategy. Stories help to pique the interest of members of your target market and set your business apart as something that people can connect to on an emotional level. For this reason, they can be instrumental as part of rebranding efforts.
Why Storytelling is so Effective
In what way can storytelling be beneficial during the process of rebranding? When investing time and effort in a rebranding initiative, your focus should be refining your brand to ensure that it is memorable and relatable. You should aim to craft a brand with a distinct personality that differentiates it from your competition. One way of achieving this is through sharing a relatable story.
There are some situations in which people develop brand loyalty purely based on their brand’s story. For instance, people may shop at a local clothing boutique instead of buying online from a multi-national conglomerate.
Alternatively, they may choose a cleaning company that refuses to use chemicals that may damage the environment. These brands are supported by values that resonate with their customer base.
Stories can be particularly effective in the contemporary digital era in which people are bombarded with advertising messages. Having a story can help you to ensure your brand is set apart from the rest and develops a personal connection with members of your target market.
Do You Have a Story?
Yes, you do.
Your brand story is the genesis of your company. For instance, it can tell why and how you founded your enterprise and how it evolved to its current state.
You could potentially include the following:
- How you overcame challenges to take your business from a one-person brand to a company that employs more than ten people.
- How you were led by your values and principles and refused to sell out to a major competitor.
- How you developed a solution to a problem and subsequently strived to establish a business so that you could share this solution with others experiencing similar issues.
- How you aspire to address significant problems that plague society and the steps you have taken to make your vision a reality.
Like any good story, yours must start with your “why?”. Then, share the roller-coaster story of how a fundamental goal evolved into a business and brand.
How to Craft Your Story
When you develop your brand story, you are not metaphorically starting from a blank piece of paper. Your story already exists; you must find the best way to tell it.
First, think about the “why?” Why does your business exist? What mission underpins your work? What motivated you to start your business? What are you aspiring to contribute to the world?
Develop a few ideas and create different versions of the story that focus on other elements of your business. If you already have a clear idea of what unique value your business offers, develop a story that shares this insight. Sometimes, you may create a few versions that appeal to different market segments.
Once you’ve identified a story, refine it to ensure it is concise and punchy. Pass it through the “so what?” test. For example, when people read your story, they may ask themselves “, Why is this of significance to me?” While your story is about you and your company, it must appeal to your target audience.
The best brand stories are straight to the point and readily understandable. After writing it, decide when and where you will publish it and create extended- and short-form versions. Integrate it into your branding strategy, and it will drive home the unique value you offer.
