Your brand story is the narrative that tells the world who you are, what you do, and why you do it. It's the foundation of your brand identity and one of the most important elements in building a strong, recognizable brand.
If you're not sure where to start, don't worry - we've got you covered. In this article, we'll walk you through everything you need to know about creating a brand story that resonates with your audience and drives results.
First things first: what is a brand story?
A brand story is more than just a description of your products or services. It's an emotional narrative that ties together all the different aspects of your brand and gives it meaning and purpose.
Think of your favorite brands. Chances are, their stories are a big part of why you love them. Apple's brand story is all about innovation and challenging the status quo. Nike is about empowering athletes to reach their potential. And Hershey's is about bringing joy to the world through chocolate.
These stories aren't just feel-good fluff - they're carefully crafted messages that help customers connect with the brands on a deeper level. And that connection is what drives loyalty and advocacy.
Of course, not all brand stories need to be heartwarming or aspirational. Some can be funny, like Old Spice's "The Man Your Man Could Smell Like" campaign. Others can be edgy, like Virgin's "Unbelievable" ads. The important thing is that your story is authentic to your brand and resonates with your target audience.
Now that we've answered the question "what is a brand story?", let's take a look at how you can create one for your business.
Start with your mission statement
Your mission statement should be the foundation of your brand story. It's a brief, clear statement that describes what your business does and why it exists. This is where you start when crafting your brand story because it will help you focus on the most important elements of your narrative.
For example, Toms' mission statement is "To improve lives through business." This simple phrase captures the essence of their brand story - a company that uses business as a force for good.
If you don't have a mission statement, now is the time to create one. If you're having trouble getting started, try these mission statement exercises from HubSpot.
Once you have your mission statement, use it to answer these three questions:
Who are we?
What do we do?
Why do we do it?
Your answers to these questions will form the backbone of your brand story. Keep them in mind as you continue developing your narrative.
Identify your target audience
Before you can start writing your brand story, you need to know who you're writing it for. That's why identifying your target audience is such an important step in the process.
Think about the people who are most likely to buy your products or services. What are their demographics? What are their needs and pain points? What motivates them?
Answering these questions will help you better understand your target audience and what they're looking for from your brand. And that understanding is critical to creating a story that resonates with them.
For example, let's say you sell skin care products for women over the age of 40. Your target audience is likely to be interested in anti-aging benefits, so your brand story should focus on how your products help women look and feel their best as they age.
Develop your key messages
Once you've identified your target audience, it's time to start developing your key messages. These are the core ideas that you want your target audience to remember about your brand.
Your key messages should be aligned with your mission statement and answer the following questions:
What do we do?
How do we do it?
What are the benefits of our products or services?
Why should people care about our brand?
Answering these questions will help you focus on the most important elements of your story and ensure that your message is clear and concise.
For example, let's say you sell organic food. Your key messages might be something like "We offer fresh, healthy food options" or "We believe in sustainable, eco-friendly farming."
These messages should be reflected in all of your marketing materials, from your website to your social media posts. That way, your target audience will always know what your brand is about and what sets you apart from the competition.
Choose the right platform
Now that you've developed your key messages, it's time to start sharing your story with the world. But before you do that, you need to choose the right platform.
The platform you use will depend on a number of factors, including your target audience, your budget, and your goals. If you're not sure where to start, here are a few popular options:
Website: Your website is one of the best places to share your brand story. Use your home page to give visitors an overview of who you are and what you do. Then, use your blog to share more detailed information about your products, services, and company culture.
Social media: Social media is a great way to connect with your target audience and build relationships with potential and current customers. Use it to share updates, announcements, and content that will help your audience get to know your brand.
PR/Media: Getting press coverage can be a great way to reach new audiences and build credibility for your brand. If you're interested in pursuing this option, start by crafting a pitch that tells your story and highlights why you're newsworthy. Then, reach out to reporters and editors who cover your industry.
Now that you know how to create your brand story, it's time to get started! Use the tips and information in this article to craft a narrative that will help you connect with your target audience and achieve your business goals.