Every brand has a story which they want to tell the world. Your brand story is a collection of the events which led to the birth of your brand and which still drives your brand presently. Your brand story is about who you are as a brand, what you do and how your audience perceives you which is infused into every piece of content your brand creates.

A brand story is very important as it sets you apart from other brands and help to build emotional connections with your audience. People like to be interacted with and your brand story helps to do just that. It humanises your brand and lets the world in on the faces behind the name.

Your brand story communicates your values and guides how you interact with your audience. A well told story earns you the trust of your audience and brings people together under the umbrella of your brand.

How do you craft your brand story?

Know yourself

You can only help people know you to the extent that you know yourself. Some of the questions to ask yourself are who you are as a brand; what you do and what problems you solve. What is your message as a brand? Who is your audience? How do you want them to perceive you and how are you currently being perceived? What do you want to be known for or associated with? Why do you do what you do? How do you do it? These are but a few questions to ask in order to better know yourself. It is not enough to just know yourself, you should ensure that everyone behind the brand knows the brand and what it stands for.

Have a vision

After discovering yourself, you should have a vision; have a goal you are working towards as a brand. A vision statement could help here. A vision statement shows the present and future objectives of a business and serves as a guide in achieving them. With a vision in mind, you’ll know the activities that’ll be of benefit to your brand and be able to carry them out accordingly.

Know your audience

Who is your target audience? What are their demographics? What drives them? What are their pain points? How can you be of help to them? Knowing the answers to these questions and some more can give you a clear picture of your target customers. Even if your product is generic, there is an audience that resonates more with it. That is your audience. Build a relationship with them and get to know them.

Now that you have an audience, you can begin to tell your story. Particularly for new brands, tell about your beginning. What prompted the brand’s birth? Tell about the challenges you’ve encountered on your journey. All stories have conflicts and yours is no different. Let your audience know the challenges you’ve encountered so far and how they’ve helped to make you stronger.

Be conversational

People can relate with having challenges and overcoming them than when you present a “life is a bed of roses” view point. Telling your story is not about having one article that focuses on you while the rest are sales focused. Your story is about you, your personality, your tone which must guide all content that you put out.

Research your competitors

Know your competitors. Who are they? How is their product, services and general operations any different from yours? What are their strengths and weaknesses? How can you improve on their weaknesses to give a great experience to your audience? What are your weaknesses in relation to your competitors? How will that affect you? How can you  improve on yourself? What does your audience stand to benefit by doing business with you instead of your competitors? Knowing the answers to these questions will help to get the attention of your audience and earn their trust.

Tell your story

Telling your brand story is important to marketing and you should exploit it for best results. If you are still having challenges with telling your story, don’t be afraid to call in help and get your story told the right way. Don’t forget, you’ve got a story that the world needs to hear.