How do I write a strong brand story for my business?
WHEN building a public profile for a business my clients may ask me, “Why does my business need a brand story?” “What should I include in a brand story?” And even, “What is a brand story?” among other questions about them.
Their reason they ask these questions is often because they don’t fully appreciate the value of storytelling and its capacity to connect us to others.
In this blog post I answer their quarions including, “Why is a brand story important?” and I reveal the important twists, turns and ten elements to include in a great brand story.
BRAND stories communicate milestone and landmark events which plot your company’s journey from lightbulb moment to legitimate business.
They aren’t biographies, adverts or sales pitches. They are authentic short stories of vision, ingenuity, creativity, hardship, labour, teamwork, advance, delay, achievement and more – all experienced through you and your organisation’s unique way of doing things.
The key to telling your brand story in a compelling way lies in heightening the impact of key moments, challenges and struggles that you encountered on your way to success.
Your brand story should dwell on make or break moments, celebrate key victories and explain the many differences that your company makes – by simply existing and launching its products or services.
It’s a tale that should be heightened by the emotions that you, your co-founders and staff have felt at pivotal points of progressing your business towards its ultimate goal.
And it should leave your audience with a strong sense of how, despite facing numerous tests and trials, you continue to complete your mission with resilience, determination and a certain amount of aplomb.
And while telling your emotive and engaging tale of triumph over adversity make sure that the following ten fundamental elements of your business are included in the narrative:
- Products / Services
- Prices
- Quality
- Location
- History
- Values
- Purpose
- Customer Experience
- External Perception
- Marketing
Working all of the above into your brand story will give journalists an emotive and persuasive reason to work with your brand.
They may wish to relay your entire brand story to their audience through their work, or it may simply be enough to get them invested in your brand, so they feel inclined and compelled to generate other content around it.
However, the narrative of your brand story must be genuine and true. A false narrative spun for drama, attention and acclaim, rather than real record will soon be uncovered as untrue.
If your business is later outed for misleading members of the public, your audience and customer base will lose trust and faith in your brand instantly. And it will be difficult to recover consumer confidence then.
Make your brand story resonate, but keep it real.
If you’d like to know more about securing media coverage for your brand, feel free to get in touch with me for a free 20 minute consultation at no cost. Telephone 07460644844 or please use this contact page.
