Brand Storytelling: What Is It and Why Do You Need It?
Your brand has a story, even if you don’t realize it yet. Many people tell me their brand is boring or that they have nothing to share. But that's not true. Your brand does have a story – an interesting one – and it can help drive your content.
What is Brand Storytelling?
Simply put, brand storytelling means creating a narrative that makes you relatable in order to connect with consumers, build authentic relationships and foster loyalty. Sharing your story will infuse the “know, like and trust” factor into your brand.
Go on Google, type in your product or service, and you’re likely going to find a laundry list of competitors. Today's consumers have a lot of choices at their fingertips, so they’ll rely on trust to make their purchasing decisions.
Brand storytelling is a way to:
Connect with your audience
Be relatable and authentic
Build trust
Your story needs to provide insight into your company, how you got started, why you’re in business, what you do, challenges you’ve faced or are still facing, and solutions you offer to your audience.
As a form of marketing, storytelling can build human connections that are strong and long-lasting.
The story you’re telling is unique and it can help answer a few key questions:
What's the history and background of your company?
What obstacles or struggles did you experience when starting and growing your business?
How has your product or service evolved over time to meet the needs of your ideal client?
Who has helped shape your story?
Who is the “face” of your brand or who is on your team?
What processes do you have in place to streamline your business?
What is the mission or goal of your brand?
How does your brand fill a gap in the industry and meet the needs of consumers better than the competition?
Transparency is a must-have in every story. When you’re focusing on content development, you need to mention your failures and struggles to make your story real. It's not uncommon for companies to shy away from sharing these experiences because no one likes to admit that something didn’t turn out as planned. But these are the moments that teach us important lessons, that push us to get up and do better, and we wouldn’t be where we are today if it were not for these mishaps. Sharing these lessons that you’ve learned along the way can make your brand’s story worth reading.
Why You Need Brand Storytelling
Storytelling is a way of communicating on a deeper level. Your business needs to share its story because it provides key benefits. Your story…
Conveys your personality in a raw, transparent manner
Hits deeper into the emotions of your target audience
Presents your journey in the industry to consumers
Grabs the attention of your audience, so they keep coming back to your blog and social media page
Builds trust and interest in your business and its journey
A story, when presented properly, is a way to make your brand human. Your story shouldn’t just be a highlight of your products and services. When consumers follow your story, they will start aligning with your core values and understanding the value that you offer. When you present your story, you’re in control of the narrative.
Your story can help your brand become unforgettable and ensure that your voice is heard in a sea of competition.
Make your story resonate with your audience and continue to engage with them on an ongoing basis. By nurturing these relationships, you can establish trust and strategically grow your brand.
How are you sharing YOUR story with your audience?