Today’s secret weapon in brand marketing is storytelling. Your brand story helps customers connect with you on an emotional level, creating a bond between them and your product.
Your brand story helps customers connect with you on an emotional level, creating a bond between them and your product. But what is brand storytelling? And how do you use it to create that emotional connection your business needs to succeed?
- Learn Your Audience
Here’s where you need to become a mind-reader. By learning as much as possible about your customers, you’ll discover their fears and dreams. Then use those insights to shape your brand story around them.
The best way to learn more about your audience is by asking them! Use surveys and interviews to ask for their input on how your company can improve and what’s important to them in a product or service.
- Position Your Brand Around Your Audience
Once you know your audience, you can begin to position your brand around that knowledge. For example, if you’re selling to women, use female-friendly language and images on your website, ads, and product packaging (and maybe even include some cute doodles).
- Discover the Brand Hero in Your Story
People don’t want to hear about your product. They want to hear about their hero. Your brand story is the most effective when it’s actually a tale of someone overcoming obstacles or gaining insight to triumph in the end.
Not sure where to find your brand hero? Your audience can provide insight as to their struggles and fears.
- Tell Your Brand Story Every Chance You Get
Today’s media landscape requires you not only to tell your brand story but also to repeat yourself over and over again. Your audience is fickle, so reach them through as many different channels as you can.
- Stay Authentic to Your Brand Story
Of course, you need to be true to your company’s mission and philosophy and present a consistent image. Without authenticity, you’ll quickly lose your customers’ trust. Authenticity is critical to creating a lasting brand story.