In today’s internet age, we are awash in information. There are millions of pieces of content produced on a daily basis, and that number will only continue to increase. How can businesses stand out against all of the noise? How can you attract customers and — more importantly — retain them? Telling your brand story is one way of connecting with customers on an authentic, emotionally engaging level.
Brand storytelling goes beyond reciting the history of how your company got where it is today. It’s about thinking like a writer and choosing characters (the people who helped your company grow and thrive), sharing conflicts (such as entering a crowded market or dealing with challenges in your supply chain), and highlighting the emotions of what occurred. The idea behind brand storytelling isn’t simply to report and state facts — it is to emotionally engage your customers, through a tale that captures their attention and tugs at their emotions.
There has never been a better time to tell your brand stories than today. Many savvy customers are put off by traditional advertising. They do their research before making purchase decisions and it’s not always as simple as who has the lowest price. Instead, customers search for brands that they’d like to support and that they trust.
Brand storytelling helps create that connection between your customers and your company. Humans thrive on stories and rely on them to make sense of our constantly changing world. A compelling story is likely to be remembered, appreciated and shared. That captivating story makes your company authentic and transparent. In a word: likeable.
When creating a brand story, don’t be afraid to share some of your failures as well as your successes. Too often, brands want to position themselves as flawless, but your customers will appreciate you being willing to share what hasn’t worked, along with what has. The accompanying infographic provides insight into how to do so.
Your company didn’t simply spring from nothing — it evolved. Consider the major points of its founding and growth, and emotional turning points you can highlight, and you’ll be on your way to create a brand story that can truly connect with people.