Everyone has branding. Even if you don’t, a lack of branding is still branding 👀 Whether you’ve taken the time to establish yours or not, have you heard of Brand Storytelling? It takes branding one step further and helps organizations create an entire story surrounding themselves, inviting their audience into their world with them. Interested? Keep reading!
What is brand storytelling?
I think we should first start with how we traditionally view branding. Storytelling aside, branding is typically seen as the logo and the colors, fonts, iconography, etc., associated with your company. It’s a set of standards that you follow when creating signage, business cards, marketing material, merch, websites, emails, and whatever else you need to help your audience identify you.
According to HubSpot, a brand story tells the tale of how your company got here, as well as the narrative behind your mission today. With a compelling brand story, “your audience will remember who you are, develop empathy for you, and, ultimately, care about you.”
So, how does this differ from what we started out with? It expands it. You still need the brand standards, but now you’re able to take it all one big step further. You’re telling people the why and the how across multiple platforms. Whether they’re in your store, on your website, on your social pages, listening to your podcast, or having a consultation, it doesn’t matter.
Traditional content marketing is how you attract new customers and take care of current ones, and it’s a great channel for telling your brand’s story. You’re taking every step possible to make your audience feel like they’re as much a part of your organization as you are by helping them to understand exactly who you are.
Why create a brand story?
Traditional marketing alone is little more than dead. Why is this? Because everyone knows the gimmicks. All there’s room left for is complete and total authenticity. When a brand screws up, do you see right through their cover-up or appreciate their courage in telling you the truth? When they try to entice you with a good deal that’s “only for today,” is that really enough to make you spend your hard-earned money? Maybe sometimes, but not usually. Most people these days relate to the authentic model of marketing far more often than the traditional.
Not only that, but being berated with marketing content everywhere you go is exhausting. I know, I know, you want to make sure you’re louder than your competitor, but who really enjoys being around the loudest person in the room? Don’t be totally coy, but I’m way more interested in whatever’s being whispered about over there in the corner, you know what I mean?
According to Semrush, “Storytelling tools and techniques are used to create branded content that speaks the values and vision of your company and generates an emotional response.” It’s a lot easier to connect with a story rather than just a bunch of corporate jargon and obscure facts and figures. By creating your brand story, you’re no longer solely focusing your marketing efforts on being loud and in front of everyone as much as humanly possible. You’re refocusing to ensuring you’re findable and then creating a story worth finding. If you can make your customers connect with you, they’re more likely to become advocates of your brand and bring you more business. It’s an inspiring, interesting, and creative way to build a loyal customer base—as opposed to screaming at everyone, I promise.
How to create a brand story
It’s just like telling a story. If you don’t remember ninth-grade English, here’s a quick rundown of the elements of story you should be incorporating (Sprout Social):
- Characters: Who played an integral part in the inception of your organization? Who is your organization? A face and personality associated with an organization help people connect. Additionally, your buyer persona and target audience are part of the cast within your story. Letting them see themselves in your world will deepen their connection to you.
- Setting: Develop the story even further by incorporating key settings. Where did you first begin? Where are you now? Try to bring the fabrication to life just a little bit further
- Conflict: If there wasn’t a problem you were trying to solve, there would be no need for your business. What’s the problem, and what’s your unique way of solving it for them? Remember to frame it as a “why” for them. Otherwise, there’s no reason for them to care that it even is a problem.
- Climax: The climax happens when the problem is solved. What’s the solution? What’s the big bang you’re finally going to hit them with in the end?
- Resolution: Finally, once the story is over, it’s time to look ahead. How did your story help you find your mission and vision—in other words, what are you doing every day, and what do you want to see for the future of the community you’re serving?
Of course, this doesn’t all have to go onto your About page, though it is a good place for the full story. Working each of these pieces across your marketing plan, social media strategy and key pages on the website will help bring them in no matter where they go!
In a more black-and-white format, your brand story should be a creative way to tell customers:
- Who you are
- What your foundation is
- What your values are
- What your mission is
- What your vision is
- What you believe their problem is
- How you’ve taken careful steps to meet that problem with care
It’s important to remain compelling, authentic, relatable, consistent, and actionable while crafting and sharing your brand’s story.
How to decide your brand’s personality
It isn’t enough just to have a story; your organization should have a personality, too. Have you ever watched a movie or read a book where the characters just fell flat? You don’t want that to be you. Unlike the world of fiction, your business is a real thing.
An easy way to figure out your brand identity is to use archetypes. According to Semrush, each of the 12 archetypes has its “own set of emotions and associations. Businesses can pick which archetype most closely matches that of their personality based on the wheel.” Additionally, if you don’t like your brand’s current personality, these can help you define a new one. But as we said above, you must remain consistent. Don’t backslide once you’ve decided to change.
Working with The Cultural North
If you’re in need of a new brand and/or help developing your brand story, your mission, your vision, or your values, then let’s get to work! We understand that a brand is more than just a logo. It’s everything you have been, are, and have the potential to be. Let’s chat!