In today’s hyper-competitive market, brands must have a good relationship with their potential customers if they want to unlock their loyalty. You might have a top-tier product or service and use the best tools for marketing your brand, but if you fail to form an emotional connection with your prospects, then they’re less likely to return.
Emotions are the driving factors behind most purchasing decisions, and businesses must focus on inspiring positive emotions by delivering stellar customer experience. A brand story is the most effective way through which brands can nurture emotional connections and understanding. But for it to deliver the desired effect and develop brand intimacy, it needs to be properly constructed.
Focus on Consumer Benefits
The foundation of every brand story should be dynamic and relevant to the life of consumers for it to garner positive engagement. It’s not just about making a commercial with a deep message, because in the end, it doesn’t change the fact that it’s an advertisement, and consumers may still attempt to ignore it.
For you to successfully grasp their attention, you need to focus on highlighting the factors of your product that can make the life of consumers better in your brand story. This means making an effort to highlight personal and individual benefits as an important building block of the brand story.
For instance, a brand that offers technical equipment for content creators such as coaxial cables, amplifiers, camera parts, and other gears can use real-life examples as a way to market the benefits of the products they offer. This can act as solid reasoning to convince your audience that they’re the primary focus of your story.
Your Story Should Reflect Your Brand’s Morality
Your values and beliefs should reflect in your brand story as today’s consumers can easily spot when a brand is being inauthentic or fake. For your connection to last in the long run, your values and morals need to stem from legitimacy and honesty.
One of the major deciding factors that turn prospects into loyal customers is the genuineness of the content and storytelling they partake in. When building a relevant brand story, be sure to convey every detail honestly and transparently that truly conveys your company’s beliefs.
From there on, your branding tactics should stem from your business goals and values to attract compatible customers. Such followers will fully support the brand as they believe your brand’s story resonates with their lifestyle choices. Be sure not to get carried away with overly promotional words and phony phrases that shed a bad light on your brand – this can backfire and leave a bad impression on prospects.
Your brand stories should be engaging, and they should reflect the personality of your brand. When a story reels a customer in with engaging content and then makes them participate, it is a far more memorable experience than any traditional banner on the side of the road.
Keep It Simple
When developing your brand story, don’t over-complicate it. Too many story lines and dramatic figures can overpower your story and make it out to be something it’s not. Think of it logically and keep it as straightforward as possible. Ultimately, every marketer should stick to this pattern:
- Problem
- Solution
- Success
People often try to make their brand story like a complex movie plot, but that’s not how you grab the attention of your customers. Your audience doesn’t have the time to sit and unpack vast amounts of information, so always keep it crisp, engaging, and painfully simple.
Follow the same progression as a writer would follow when writing a story; you have the beginning, the middle, and the end. This model helps maintain flow and assists the marketer in sticking to the same tone in all forms of advertisement.
However, in this case, the ending is not meant to be taken as a conclusion to the story but the beginning of a whole new success story. Simple stories are scientifically proven to harvest more positive impressions, and interest than complex ones, so practice simplicity.
Explain the Reason for Your Existence
The question that comes to everyone’s minds when you mention a new business is ‘why’? Why does your business exist? How did your business come to be?
Entrepreneurs spend a lot of cash on marketing efforts to highlight basic facts and statistics about their business, but while they get attention for the moment, they’re easily forgotten when they see the next thing. They don’t trigger a genuine emotional response as that of an actual story; therefore, it’s important to engage in honest storytelling when trying to develop an understanding with your audience.
The story doesn’t necessarily have to be about your company, but it should describe the reason behind the existence of your business and how it pushed you to pursue your dream. On top of that, your story should convey a great deal of wisdom to your customers and tell them that you relate to them and understand their best interests. Adding an origin story to your product or service, it adds an elevated personality to your brand. It stimulates an emotional response within customers that helps to build trust and bonding.
So, What Will Your Brand Story Be?
Your brand story can either make or break your business, so make it count! It should act as a catalyst in convincing customers to keep purchasing your products or services. Therefore, ensure that you don’t get caught in the story and wind up with fiction over reality.
The beauty of real and authentic brand stories is that they grow along with your business and can continue to be a powerful tool in attracting new customers. Keep the story alive for individuals that resonate with your brand’s morals and beliefs. Only then will you develop a lifelong foundation of trust and brand loyalty.
Guest Article by Shaheryar
Shaheryar provides ghostwriting and copywriting services. His educational background in the technical field and business studies helps him in tackling topics ranging from career and business productivity to web development and digital marketing. He occasionally writes articles for Shireen Inc.