How to Create a Brand Story

Overview

Every business has a story. Here’s how you can build a brand narrative that drives loyalty.

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OVERVIEW

Business doesn’t just happen. It takes time.

But, most startups dive right into their business plan without thinking about the most vital element – the brand’s story.

So, in a fiercely competitive world, how can you tell your brand’s story and tell it well?

Here’s a framework to help get started.

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WHAT IS A BRAND NARRITIVE?

 

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Your brand’s narrative completes the picture of who, what, why, and how your business exists.

Your brand’s narrative isn’t just about spitting out words and hope something sticks. Every element of your business, from typography and colors to business cards and brochures, is a part of your brand’s story.

But, to compete in this digital age. Simply having a story isn’t enough. You have to continue to develop it.

Consider these questions to jumpstart your brainstorming session.

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  • What is it about your company that you believe in? 
  • What do you do better than your competitors?
  • How are you changing the industry?
  • Why does it matter?
  • What does your audience care about?
  • What problems do you solve? 

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HOW TO DEFINE YOUR BRAND

 

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Sure, you know business, but talking about your business in a way that it resonates with an audience is an entirely different ballpark. The easiest way to craft your brand story is to break it into core areas of focus.

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HOW TO DEFINE YOUR BRAND

 

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Sure, you know business, but talking about your business in a way that it resonates with an audience is an entirely different ballpark. The easiest way to craft your brand story is to break it into core areas of focus.

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Define Your PURPOSE

Your brand’s purpose helps you focus on what matters.  It’s the ‘why’ your brand exists and provides the direction to drive forward in your mission. 

Think about what value you offer and why it matters. 

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ESTABLISH YOUR VISION 

Your brand’s vision focuses on tomorrow and what you want to become in the future. It’s utilized both internally and externally in your core messaging.

In 5 years, where will your company be? Who and what do you inspire?

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sET FORTH YOUR MISSION

Your brand’s vision focuses on tomorrow and what you want to become in the future. It’s utilized both internally and externally in your core messaging.

In 5 years, where will your company be? Who and what do you inspire?

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To create your brand’s story, you need insights. Start with a strategic approach to research.

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HOW TO CRAFT YOUR BRAND STORY

 

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To create your brand’s story, you need insights. Start with a strategic approach to research.

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BE A FLY ON THE WALL

 

Here’s a crazy concept. Your brand isn’t for you. It’s for your audience. And for your brand to win them over, there has to be at some level, an emotional connection.

Think about it. Every story needs to resonate with an audience. You need to think like them, speak like them, and seek like them. 

But gathering those insights can be tricky. That’s why I recommend, “The Fly on The Wall” mentality. 

One of the most efficient ways to learn about your audience’s needs, wants, and desires is to through the internet. Search public forums like Quora or Reddit to see what questions they ask, how they talk among each other, and what their likes and dislikes are. Or join community groups on Facebook and LinkedIn.

Wherever you research, just be wherever they are. 

 

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STAY COMPETITIVE 

 

Here’s a crazy concept. Your brand isn’t for you. It’s for your audience. And for your brand to win them over, there has to be at some level, an emotional connection.

Think about it. Every story needs to resonate with an audience. You need to think like them, speak like them, and seek like them. 

But gathering those insights can be tricky. That’s why I recommend, “The Fly on The Wall” mentality. 

One of the most efficient ways to learn about your audience’s needs, wants, and desires is to through the internet. Search public forums like Quora or Reddit to see what questions they ask, how they talk among each other, and what their likes and dislikes are. Or join community groups on Facebook and LinkedIn.

Wherever you research, just be wherever they are. 

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BRAINSTORM – MAKE IT RAIN 

Here’s a crazy concept. Your brand isn’t for you. It’s for your audience. And for your brand to win them over, there has to be at some level, an emotional connection.

Think about it. Every story needs to resonate with an audience. You need to think like them, speak like them, and seek like them.

But gathering those insights can be tricky. That’s why I recommend, “The Fly on The Wall” mentality.

One of the most efficient ways to learn about your audience’s needs, wants, and desires is to through the internet. Search public forums like Quora or Reddit to see what questions they ask, how they talk among each other, and what their likes and dislikes are. Or join community groups on Facebook and LinkedIn.

Wherever you research, just be wherever they are.

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IN SUMMARY

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A brand’s story is never finished. So, unfortunately, neither are you. But as long as you implement strategies to continue to challenge your brand forward, you’ll always have something worthwhile to share with your audience. 

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Contact

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