If you take a look at the most successful brands, you'll see that they've been able to master the art of storytelling. In fact, the story behind their business has become the foundation for all aspects of branding. Some examples of businesses that really harness the power of storytelling well and use it to their advantage include TOMS (gives a free pair of shoes to a child in need with every purchase), Airbnb (offers anyone the ability to become a global citizen), and Heinz (helps people feel better and cared for one can of soup at a time).
Knowing how to tell your story is the key to getting your customers to buy in to all that your brand has to offer. Could your existing brand story use some improvement? Yes, there's always room for improvement when it comes to telling your brand's story to help you create more meaningful connections with your audience.
How to Tell if Your Brand Story is Effective
To tell your brand story in a way that allows you to win over your audience, you need to ask yourself the following questions:
1. Who is the protagonist in your story?
Every good story needs a hero. When it comes to telling a story, reverting to the tried and true hero's journey story pattern will allow you to connect with your audience on an emotional level.
A common mistake that many companies make with storytelling is positioning themselves as the hero of the story. In reality, your customers don't care about your company or your products. Instead, they want to know what's in it for them. By giving your customer the starring role in your story, he or she will feel appreciated and will be more likely to develop a connection with your brand.
2. Can your audience relate to your story?
It's human nature to find images with people in them more compelling, and the same can be said for stories. Your audience will be more inclined to follow along with what you have to say if you include people that they can relate to in your story.
When telling your story, make sure you emphasize how people benefit from using your product or service. Be sure to focus more on how your product improves the lives of relatable characters rather than just promoting the product itself.
3. Does your story include too many distractions?
If you introduce too many distractions in your story, it's going to be more difficult for your audience to follow along. The more simple you can keep your story, the more successful you will be with holding your customers' attention. Focus on how you can solve the problems that your target audience is dealing with. Minimizing the clutter and fluff and telling your story in a simple fashion will allow your brand's personality to shine through.
4. Does your story answer the two fundamental questions?
Before you can even begin writing your brand story, you must be able to answer these two fundamental questions: who are you and why are you in business?
People want a reason to patronize your business. Having a clear understanding of who your business is why you come to work each day can help you to craft a story that people will want to get behind. Take the time to identify the values that your business stands for, and find a way to incorporate these values into your story to help convey how your business can enrich the lives of your customers.
The Value of Partnering with a Brand Story Agency
You can find a lot of creative agencies on the internet that can help you build your online presence; however, it's crucial that you partner with an agency that can help you tell your brand story in a way that resonates with your audience.
Our team at New York Ave is focused on helping our clients build personalized digital marketing strategies so that they can make their businesses more memorable. In our client relationships, we focus on placing service above profit an details before volume. We take the time to truly understand our clients and the needs of their customers. By pairing our knowledge of human psychology with decades of experience in providing creative solutions for businesses, we are able to help our clients craft a brand story that leaves a lasting impression with their customers.
Every business has a story to tell. If you think your brand story could use some improvement, we can help. Contact us at New York Ave to learn more about our personalized approach and the value that it can bring to your business.