Nike, Apple, and Disney — these three huge brands have one thing in common: they have a solid brand story, and they know how to tell it. Your brand story describes the history of your brand, starting from the very beginning, and how these circumstances fuel your brand until today.
But it’s not enough to have a captivating narrative to share, it also matters how you tell it. There are plenty of ways to go about it — from hiring a video animation company to making an explainer video for you to launch an interactive social media marketing campaign. Don’t know where to start? Here are some creative ideas for you to try out so you can tell your own compelling brand story.
Know who you are and what believe in
A strong sense of identity should be at the foundation of your brand story. You need to know who you are exactly, what you believe in, what makes you unique from other offerings in the market, and what compels you to keep going. Your brand identity goes beyond just knowing your logo and brand name, it’s also about knowing where you stand in the market place and why you’re there.
Determine who your ideal buyer is
Imagine if luxury cars were marketed the same way Barbie dolls were. It just wouldn’t seem right, would it? That’s why you need to identify who your ideal buyer is before you can craft your brand story. Understand your audience, and envision what it would be like to talk to them if they were just one human being. That’s how you can craft a brand story that resonates with them, so they can establish a worthwhile relationship with you.
Keep things simple
You don’t need to incorporate twists and turns in your brand story in order for it to be compelling. This isn’t a Christopher Nolan film. All you need to do is tell your story as clearly as possible. Be economical with your words and choose the most appropriate vocabulary that will best communicate your mission and vision without being too complicated.
A good exercise would be to try to sum up your business in a single tweet. If you can’t do it in 280 characters or fewer, it’s time to go back to the drawing board and kill your darlings, as they say.
Workshop your ideas
What might seem intriguing and important to you might not be for your audience. You have to put yourself in their shoes and figure out what matters to them.
The best way to do this is to actually reach out and workshop your ideas. Ask people what they think about your brand and what distinguishes you from other brands in their minds. This will give you a good foundation to build your story on, and give the people you’re attempting to reach something to genuinely care about.
Pick the most appropriate format
Now that you’ve got a story to tell, you’re going to have to figure out the best way to communicate it to your audience. Some common formats to consider include animated motion graphics, infographics, articles, and explainer videos. Look into the benefits and drawbacks of each and choose the one which suits the kind of story you’re trying to tell best.
Stand shoulder-to-shoulder with the best in the business by crafting a solid brand story and finding the best way to convey it to the world. These tips will help you achieve just that.