Every brand has a story to tell, and it is the companies who know how to harness that story that succeed. In the last several years, brand storytelling has become a huge focus among companies around the country, and for good reason: brands that master the power of brand storytelling are better able to communicate value and relevance to their customers. Because of this, it’s essential for companies everywhere to learn how, exactly, to tell their brand’s story.
What Is Brand Storytelling?
While many people believe that brand storytelling is as simple as telling the story of what your company is and where it came from, it’s much more nuanced than that. According to most definitions, brand storytelling includes details ranging from how a company developed, to why the company continues to do what it does, and what the company’s overarching values are. According to QuickSprout, a good bit of brand storytelling includes the following elements:
- The explanation for how, and why, the company came to be
- Why the company believes in its mission (and what that mission is)
- Details about the development process for various products
- A brief explanation of the types of customers the company serves and provides value to
- Details about who founded the company and what they believe in
While these things may all seem quite straightforward, it’s important to keep in mind that brand storytelling is subtle and nuanced. It’s not a long-winded explanation of where the company is based, how many employees it has, and what its founders like to do on the weekends. Instead, brand storytelling is an intricate mix of details, background, vision, and emotion that combine to help customers develop a real connection to the company in question.
Why Does Brand Storytelling Matter?
Brand storytelling is important because it helps your customers answer the question, “Why this company?” Today, there are thousands of companies on the market that, like it or not, offer products, goods, and services that are similar or nearly exact to yours. This makes it incredibly easy for customers to hop from one company to the next. And they likely feel no particular loyalty or devotion to any of them. Unless, that is, the company they’re working with has given them a reason to stay.
While things like stellar products and outstanding customer service are all critical for customer retention, so, too, is brand storytelling. Consider this example: Patagonia, a major outdoor clothing company, has a huge base of incredibly devoted customers. Why? Thousands of other companies (The North Face, Columbia, Arc’teryx, and Prana, to name a few) all produce high-quality outdoor goods. So why does Patagonia have such a die-hard following? The reason comes down to its brand storytelling. All you need to do is click over to the company’s website for a prime example.
While Patagonia sells quality outdoor clothing, it also sells a lifestyle, a belief system, and a sense of “do-good”. This goes down like sugar with its clients. While brand storytelling may be difficult to master, it’s essential for producing a company with a long lifespan and a base of devoted customers.
4 Questions To Ask Yourself To Come Up With Your Brand Story
Even if you know who your company is and where it came from, it may still be difficult to put your thumb on your brand’s actual story. With that in mind, here are a few questions to help you get started:
1. Why do you do what you do?
Every company has a goal and a mission. For Patagonia, that mission might be summed up like this, “To provide quality, long-lasting outdoor gear without harming the environment or the people who make the clothing.” To get to the heart of your brand’s story, you’ll need to answer this question. Don’t be afraid to dig deep, here. You want to gain a real feel for why you’re in operation and what you hope to offer your customers.
2. Where did the company come from?
Customers love hearing where the companies they frequent came from. Whether you were founded in a garage (like Apple) or you sprang from a need for good service where none previously existed (like Dollar Shave Club), your customers want to know about it. Don’t be afraid to discuss your difficulties here, as well. Even if you failed four times before your company got off the ground, that type of background will only serve to make your business more relatable in the long run.
3. Who helped your business form?
People love a great founder (think Steve Jobs or Mark Zuckerberg). With this in mind, don’t hesitate to provide some additional detail about who brought your company to fruition. In addition to giving customers a face to attach to, this will add depth to your story.
4. What have you done wrong?
People want to know that the companies they interact with are fallible, too. By being open about the ways in which you’ve failed throughout your journey, you remove some of the omnipotence associated with being a “business” and become more relatable to your customers.
Brand Storytelling: A Powerful Marketing Tool
Who knew that something as simple as telling your brand’s story could help you earn customers and build an empire? By communicating who you are, what you believe in, and why your company does what it does, you can help customers connect with your brand and become loyal supporters of your mission.
No time to tune in to your brand’s story? No problem! Contact Thrive Internet Marketing today for professional brand storytelling assistance!
