Write a Brand Story That Sells
There are about 96,000 clothing companies in the United States alone. Many of which, and let’s be honest, are selling the same items. So what makes one company a multi billion dollar corporation, and another to be nearly bankrupt??
The answer is in the messaging. Research shows that messages delivered as stories can b be up to 22 times more memorable than just facts.Consumers are not concerned with price, or location- if that were true we would give up our 7$ starbucks lattes and get the 2$ coffee option from McDonalds, after all it’s the same product.
This proves Price and location are no longer the primary factors in consumer decisions, what consumers really want is to know WHO you are. They want to know you share values, you have passion, you offer inspiration. More and more the consumer is buying less into your product and more into your story, well the story of your brand.
Brand storytelling is the narrative that weaves together what makes your brand special, it bridges the facts with the emotions in a way that makes you and what you do stand out from the crowd. They want to know who you are, what you are offering, why it exists, and why this matters. This needs to be communicated consistently across all channels.
This messaging is a NEED in today’s market, and will ultimately maximize your business’s visibility, profit, and impact. Treat your story as a compass for your marketing, and the result will be a brand that is as profitable as it is captivating, you will notice authentic relationships being formed, brand loyalty, and consistent growth.
How does one do this?
Stories needs to be captivating, emotional and passionate. Think more about capturing the heart of your audience rather than relaying the facts. ( Although, we will relay some facts)
The start of your story is most essential, you need to hook your audience.. You are setting the stage for where your story will take place and under what circumstances.
This can be done a number of ways, including :
Asking your readers to think about the topic.
This is a great way to get them ready to hear more. It can be a easily answered question like, “Do you want your child to be a better reader?” Or it can be a more complex question like, “Why is it that some students face learning with more difficulty than others?”
. Creating a picture in the reader’s mind.
This technique can make the consumer feel connected to your brand. Use words that describe the scene you’re trying to create. For example, if you’re writing about shirts you are selling, you can start with, “Soft and buttery material, brings instant comfort while being stylish and form fitting.”
Leave it a mystery.
Tease your consumer, make them curious and slowly feed them the rest. To do this you include a few details and leave the rest to their imaginations. Try something like, “It was so noisy in our classroom that the walls began to shake. We couldn’t have known what would happen next.”
After you hook your reader, you can begin introducing other ideas like your CEO if in corporate storytelling, or employee or brand advocate in marketing or advertising. Then finally present a problem in need of a solution.
Now that we have the readers attention, its time for the nuts and bolts.Its time to share the benefits and the values that you are providing. To do this, you need to know your consumer. What problem are you solving?
Ask yourself this:
What motivates your brand to do what they do, make their product, or provide their service?
Your audience is invested in themselves more than anything, so tell them what does your product add to their lives in terms of value. Is it convenience, style, or an opportunity to save time?
Let them know, that what you offer is bigger than you. Instead of hitting your client over the head with numbers and facts, and reviews (unless your on yelp) focus on making your brand thoughtful, memorable, and real. A good story transports people, simplifies information, and provokes an emotional response. Your narrative can share things unique to your brand, like the brand’s history, challenges, successes, and value propositions -- no other brand can copy YOUR story.
Giving you an opportunity to connect with an audience and clientele who will offer you long term loyalty.
OK. I have A Brand Story, What now?
The last thing you need to do is call them to action. What do you want your audience to do next? Tell them explicitly.
After you have done this its important that you share that message, with EVERYONE!
WHERE you place your story and the specific way you tell it is key. Not every audience is the same, so tell the story in a way that is a fit for that platform and for the audience that wants to receive that message in that way.
For example, for twitter, you need to keep it short and sweet, but on youtube it needs to be a video, if your on instagram compliment your story with captivating images.
The key here is to play into your audience’s interests, at that time. If your on google, its likely they are not looking to receive a link to an article, but they may enjoy a video.
The Science
Research has shown that audiences are more likely to engage with and adopt messages that make them feel personally involved by triggering an emotional response. And storytelling, with all its excitement and suspense, is a great way to achieve that.
by organizing abstract material into a meaningful structure, using such techniques as imagery, rhyme, or story makes the material easier to learn. Think back to grade school, learning the order of operations as Parentheses, Exponents, Multiplication and Division (from left to right), Addition and Subtraction (from left to right), but “Please Excuse my Dear Aunt Sally” works every time.
Need Help??
I am Brianca Jay, a digital storyteller. I help my clients bring their companies’ stories to life through this kind of sensory, emotionally oriented messaging that keeps audiences invested in the material. It’s this kind of stories that makes listeners relive a presentation in the breakroom later that week, or share its key values with their family at the dinner table.
