Every brand has a story. It could be based around lots of different things, from a rich heritage spanning many years to being a new product to market, but there should always be something to say and share with an audience.
The ability to craft and tell your brand story is an art, but it’s an important part of communicating your product or service to the world. Brands such as Coca Cola has this nailed; it knows exactly what its brand stands for and what stories it needs to tell, so it’s easily recognisable and provokes emotions from its audience. For example, when the Coca Cola TV advert appears at Christmas time, you instantly feel festive.
Creating that brand story and positioning it in a way that is relatable and appealing should be one of the first things you consider when you bring your brand to market. But how do you do that? How do you let your audience know that your brand is for them and make it personable?
Our eight tips will ensure that you get off to a great start in brand storytelling and create something that your audience will want to engage with.
- Make it visual
Nowadays, it couldn’t be any more important to ensure that your communications are as visual as possible. There are a multitude of platforms available now both online and offline, some of which are entirely for images or videos alone, so it is useful to consider how you can communicate on those as well.
When creating your brand assets, consider different types of media and how your communications will look on each platform you intend to use. Individuals consume media differently, so be sure to think of your target audience and the platforms they are likely to use the most.
- Keep it consistent
The rise in digital has created many more opportunities for brands to communicate their stories, which does mean that noise has increased across all platforms. This being said, audiences are becoming increasingly more aware of what they are consuming and can quickly pick up when a brand goes off topic.
Ensuring that your brand story is consistent wherever it’s communicated is key in engaging an audience. Everyone who works for your brand should be aware of how the brand should be portrayed and who should be engaging with it.
- Be creative
There are times when we can all get stuck in the daily running of a business, but it’s important to keep those creative juices flowing. Don’t forget to revisit your brand mission and goals regularly so that your key messages are still being communicated and your story is still showing your brand in the best possible light.
Keep an eye on what your competitors are doing, think of creative ways to tell your story in a different way and experiment with new platforms.
- Have a point
Why did you create your brand? Was it to fill a much-needed gap in the market? Or maybe it was just a really good idea that people didn’t even know they wanted. Either way, you know what the point of your brand is and other people might not.
Weave that point into your storytelling and tell people why they need your product and most importantly, how it can make their life better.
- What do you stand for?
There are some brands out there that are more than happy to share what they stand for and how passionate they are about topical issues. For example, Dr Martens are all about people who have an individual style and with a slogan like ‘Stand For Something’, it wants its audience to have an opinion as well.
It’s not just fashion brands either, Iceland pledged its support to ban palm oil from its products in a bid to save the rainforest and ended up attracting lots of support across the world.
Even if you choose to not be as bold as some brands in sharing what you stand for, your brand should stand for something and it should be something that your audience can relate to.
- Consider your target audience
When you create your brand story, it’s for your audience. Have a think about what your audience would want to see and hear or better yet, ask them.
What platforms do they visit the most? What other brands are they likely to engage with and how is that brand communicating with them? By understanding your audience better, you can communicate with them much more easily.
Are there any other brands you could collaborate with? Perhaps you have staff who could put forward their own creative ideas.
Ask those who are familiar with your brand what it means to them and build that into your story. Consumers like to have a human element to communications and your employees can play a key part in that.
- Don’t follow the crowd
Although you have to create content that your audience will want to consume, don’t follow the crowd and do what everyone else is doing. Your brand story should help your brand stand out from the rest, so ensure that when you are communicating that, you are doing the same thing.
By sharing your brand story with the world, you are sharing your vision and passion with an audience. Make it believable and trustworthy so that an audience wants be a part of what you are doing.
Need help with your brand story? We’re a creative communications agency based in Newcastle and we can help! Drop us an email on email@example.com to start a conversation.