Every brand tells a story.
Some brand stories are like an exciting and compelling novel that the reader can’t put down. Others are more like a waiting room magazine article that is skimmed and tossed aside. So what story does your brand tell?
Your brand is the total impression your company makes on a customer or potential customer. It includes your company personality, values, aesthetic, reputation, marketing strategies and customer service approach.
Brands succeed by telling a compelling story that rallies their target audience to action. A successful story has the following elements:
A hero. Every good story has a protagonist. In branding, the hero is your audience or your prospect. Not your company. Companies that focus on themselves and their accolades in their marketing content won’t effectively grab their audience’s attention.
A premise. The premise of a narrative is the overall message or concept it offers. Your company’s premise is the foundation for your brand and illustrates why a prospect should engage with your content. Without a solid premise, potential leads or customers won’t get past the first few pages of your story.
A problem. When is the last time you watched a great movie where the hero did not face any obstacles? In branding, the problem is your audience’s pain points. Successful brands hone in on their audience’s specific pain points and present their product or service as a solution to these pain points.
A victory. What makes the victory in a story satisfying? When the audience can emotionally identify with it and picture themselves in the hero’s shoes. Successful brands use strategies like impactful images, video, testimonials, vivid descriptions and clear calls-to-actions to help audiences imagine how a particular product or service will meet their needs and values—thus completing the hero’s journey.
To learn more about how to craft your brand’s story, drop us a line.