Whether you realize it or not, your brand tells a story. And that’s a good thing. Stories are powerful. We’re innately wired to pay attention to stories and remember them. That’s how we learn. Study after study has shown that we tend to connect more with stories, than numbers and facts, and information presented in a more linear way. So, storytelling is a must.
This is not a new concept. You’ve probably heard it before. But how do you do it? How do you tell your brand story, and tell it well? That’s what we’ll tackle today.
Five Keys to a Powerful Brand Story
- Assess your brand communication for weak spots and inconsistencies
Like any good story, your brand needs to be consistent. Imagine reading a story about two main characters who suddenly change their appearance, style, voice, and purpose midway through the story. That would be ineffective storytelling. So ineffective, you’d probably lose interest.
It’s the same with your brand. Your branding assets need to remain consistent across platforms. This doesn’t mean you can’t rebrand if/when you choose. But even with a rebrand, you still stay true to your core branding principles and the five pillars of your brand.
- Keep authenticity top of mind
Authenticity is about knowing what you stand for, your values, what matters most, and sticking with them. In everything you do, be authentic. Potential customers and clients can usually tell who is being authentic and who is just trying to make a quick sale. Plus, a lot of aspects of your marketing will be easier when you’re authentic. Authenticy also feels better. You’re not trying to be anyone else or copy other brands, you’re simply staying true to your mission and values. It’s one of the most powerful concepts to master for business branding.
- Establish your brand standards and adhere to them. As explained in our previous articles on brand standards, brand standards allow your company to avoid an identity crisis. They help you maintain control of your brand assets. When you set and maintain standards, you provide an identifiable lens through which your company will be seen.
- Identify key characters in your ‘story’ and align your marketing communication appropriately. For example, Red Bull’s brand journalistic style of marketing has been genius. When we look at their website updates, we see the story arc clearly laid out, with the hero being the customer (not Red Bull). Every one of their featured stories is customer-focused and features individuals doing extraordinary physical activities. Most of the stories on their site don’t even mention Red Bull. It isn’t about them. It’s about the customer. They are clear on their story, the main characters, and their conflicts.
- Keep reevaluating. The number one thing you can do for your brand is to consistently reevaluate. When you do so, look for any weak spots or inconsistencies (as mentioned above. But also look for strong points. Areas where you have had high engagement and stellar results. This information can give you focus. One of the easiest ways to do this is to assign this task as a recurring branding project. This way it’s assigned and scheduled and not likely to be forgotten or overlooked.
Storytelling is one of the most revered means of effectively connecting with your audience. At Jones Lane branding, we believe when your branding is done well, you have less work to do. Your branding will do your marketing.
Be authentic and consistent with your branding. Let it tell the story of who you are, what you do, and why it matters to your customers and clients. Focus on delivering this story through your marketing messages and customer interaction. This is the key to crafting an authentic story that connects immediately and also build trust over the long-term.