How to build a strong brand story
by Adam Torkildson | March 12, 2019
Brands have personality. For most companies, their brand is the embodiment of the energy, culture and values of the team.
This is not always the best way to be. Although it’s genuine, letting your brand’s personality organically grow can cause issues.
Without a strong brand story, your brand, company and team will be flying blind, sailing in the fog, hoping they end up at the desired destination without hitting any obstacles.
Why have a brand story?
We, as humans, are innately storytellers. From before written word we told stories through sign and through imagery. We understand stories. Stories create context and holistically explain things in a way that we can emotionally connect to.
It’s through this connection, emotional connection, that we believe, trust, and align ourselves too.
As a company, your brand story helps define who you are and where you’re going. It’s the emotional connection that binds your team together. Creating a common belief and identity.
We buy from our friends. A strong brand is like a friend. Someone that aligns with our values and we trust. It creates .
Think about all the times you’ve bought a product because you liked what the brand stood for. It might be that they are edgy and cool, or it might be that they give back to the community. Whatever the reason there is a connection with the brand and that’s the reason you picked that product over other options.
Having a meaningful brand story will resonate with your target market, make your brand and products stand out, and set you as a trusted friend.
Creating a meaningful brand story
Your brand story should be summed up in one simple sentence. A sentence that anyone at the company can remember and resight.
Curating the right words for this sentence can be difficult and take time.
You should first start with by answering the following questions.
Write the answers to these down now.
1. Why Did I/We Create This Company?
example: To bring compostible packaging to small and mid-size food businesses.
2. What Do We Believe In?
example: We believe that eco-friendly packaging has a positive effect on our environment for future generations.
What’s your unique point of view?
Once you have your reason and belief written down; you can now work on your unique point of view. Otherwise known as a slant.
Having a unique point of view shows your market that you are different. That you have your own voice and this will make you stand out.
example: consumers and small business will be the start of the compostable packaging revolution.
This theme can be applied to all of your marketing. This is your brand story and is the framework for your companies’ being.
Sharing your stories
Now you have a clear understanding of your brand story, you should easily be able to note down ideas for articles.
Sharing your stories and your experiences through media are great for awareness and also for your SEO (search engine optimization).
A super easy way to create, or order from a copywriter, articles and offer those articles to media is to use the .
Look back on your previous notes and now write down a few ideas for articles. Over time you’ll have a heap of ideas for articles, for your own blog and to fire out to other blogs.
Embed your brand story
Own your brand story and embed it into your company.
Pin it on the wall. Add it to your website. Include it into your internal comms.
How and where you include this is up to you. But it’s a good idea to have it visible for the team.
Now everyone should be on the same boat, the fog has lifted and you’re team will be working with certainty like never before.
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