What is a Brand Story? 8 Steps to Building a Compelling Brand Story

Content Marketing has become an important part of promoting business activities. Successful brands always differentiate themselves from their competitors with attractive stories and images. Brand Story is a marketing trend used by many marketers to make their brands imprinted in the minds of customers. If you are wondering what is a brand story? Then this article is for you.

1. What is a brand story?

If you think that just writing the history of your business is enough to conquer the “hearts” of customers, then you need to reconsider your content strategy. The process of establishing and operating a company is only part of a successful brand story.

A compelling brand story must incorporate both the facts and emotions you want to associate with your business. At the same time, it must inspire customers.

In fact, Brand Story is a creative advertisement that does not need to describe the brand but instead focuses on emphasizing the customer experience, convenience, and values of the business.

A brand story is not just an article but also a message that the brand sends to customers. A successful brand story will become “word of mouth”, people know the company through the positive experiences of real customers.

See more: Brand story strategy

2. 8 steps to write a compelling brand story for your business

Brand story writers are required to have superior skills as well as a deep understanding of business goals and target audiences. The following 8 simple steps will help you create a compelling brand story.

2.1 Step 1: Define your brand mission and personality

You need to clearly define your business mission to make your story more interesting and effective. Your communications and interactions with customers must be based on the values and mission your business pursues.

Once you have your mission statement and values, identify your unique strengths that make your business unique in the market, your brand personality and voice.

Continuously mentioning the mission and brand personality in the Brand Story will best convey brand values to everyone. At ADSMO, we are always ready to consult on vision and mission to help businesses plan for future development.

2.2 Step 2: Make the brand story more attractive

The best way to make the Brand Story more attractive is to “humanize” it. Just adding motivation, drive, emotion and desire is enough for customers to see the person behind the business instead of just a line of inanimate text. Along with that is the passion and challenges that the business has overcome throughout the journey of formation and development as today. As well as how customers and their experiences affect the business’s business perspective.

To make the brand story more human, add “case studies” or employee stories. This is the lever for the brand story to “touch” the reader’s emotions.

2.3 Step 3: Brand Storytelling

Before you start writing, you need to know the common points of typical brand stories. Add main characters to the plot along with some important details (such as conflict) to attract readers.

Telling an engaging story will motivate potential customers to research more about the brand. The Brand Story does not need to be long, but try to make the reader relate from the words to the reality. Identify the main characters and let them spread business values.

2.4 Step 4: Create the main characters in the story

The basis for the brand story does not have to be a real-life experience. It can be told through a fictional character. You can “put” on them any voice or role to convey the brand story. McDonald’s fictional character Ronald McDonald has been a brand storyteller for decades even before Content Marketing became a major part of marketing.

2.5 Step 5: Add images

Let your brand story sink in make it more vivid in the minds of customers. Adding visual images to your Brand Story is an effective way to communicate, encouraging people to remember the story more deeply. Whenever you feel that the story is lacking in emphasis, add images to make the message more vivid.

2.6 Step 6: Always be consistent

Try to maintain consistency with all the values you share. Today’s customers are very “sensitive” to dishonesty, so avoid anything that confuses customers. Customers will evaluate the brand based on their senses, if you feel that the business has lost their trust, you will likely lose a number of potential customers.

2.7 Step 7: Create a difference

To make customers aware of the brand, create your own difference. It would be better if the brand story addresses and solves emerging social issues that affect the lives of the community.

2.8 Step 8: Share Your Brand Story

Now you have a compelling brand story. What’s next? Share it widely with your potential customers. Think about where your customers can see and discover your brand story. It could be a website, a magazine, an email, or a social media site.

A brand story is not only important to customers, but it also impacts other marketing activities. A well-written brand story helps marketers bring ideas and advertising campaigns that are in line with the business’s goals. Brand storytelling is the way for businesses to generate natural leads.

If you need support in writing a brand story and developing a strong brand, contact ADSMO for advice.

See more:

• What is Storytelling?
• How to name a good, impressive brand name
• What is brand development?