Storytelling has been regarded as art for millennia - people who are able to tell fascinating stories have always been treated with respect and fascination.
Today this is reflected even in the way people make their buying decisions.
Brands with interesting, original and unusual stories can not resist their competitors.
The reason is that stories touch emotions; and the latest findings in neuroscience show that humans make decisions based primarily on emotions, not logic.
The human brain is badly fascinated by good stories - and your business can benefit.
Nevertheless, even today, many companies do not try to create their own companies or make superficial efforts in this area.
This article will discuss ways to create a better brand story that can engage your current and potential customers.
1. Embrace your foreign status
If you are currently an outsider in your industry, especially if it is dominated by large, well-established companies, you do not have to be the same. On the contrary, the very status of the oppressed can serve as a foundation for an attractive brand story.
First of all, because people like brave outsiders who oppose powerful opponents despite the difficulties. Second, because of the very fact of being an outsider of a story, a story about pursuing an ambitious goal and potentially dethroning a stronger competitor. Third, because they are easier to tell, personal and human than big, faceless companies.
2. Use a variety of formats
A brand story does not have to be composed of text alone and should not be located in one place. If you want to convey your meaning effectively, you must associate several formats. The copy of your website, the images you use, the videos, or even the interactive content - all this should work in conjunction. The entire presentation of your brand, both online and offline, should talk about its history, directly and indirectly.
Therefore, you must make sure that all parts of your message are professionally designed. If you have no particular expertise in any of these areas, call in experts. Find good editors to write content for your website, professional photographers and illustrators to provide high-quality images, a video production company to prepare video content (and preferably study a complete guide before deciding what that your video should be).
3. Show, do not say
This phrase is often cited as one of the basic principles of storytelling in general and is just as true for promotion purposes as it is for literature or the film industry. Do not waste your reader's time telling them how to make you feel better and better. or specific challenges that you and your team have overcome; instead SHOW!
4. Show your failures
Advertising is traditionally focused on benefits, success, and victory; so much so that today's people often escape the majority of the messages that flow from it, or at least with a grain of salt.
The idea of putting on your failures may seem like conservative marketing, but this idea is a misnomer.
No human being (nor any company) is irreproachable, and organizations that talk about their successes are often considered insincere and fictitious. And conversely, if you recognize your mistakes, you will trust the customers.
5. Make the customer the hero of your story
Brand stories become really convincing when your customers can focus on their concerns.
That's it: if you don't talk about your company's difficulties, don't focus on yourself or your product, but on real people who use your product or service.
Think about the appearance of the situation from the client's point of view. What is the main problem they face? How can your product change their lives for the better? So prove it.
6. Make your story short, simple and alive
According to marketing experts, an average human is exposed to about 5,000 commercials per day, and that number is growing. This means that to highlight, your message must be brief, clear and relevant. Facebook has created a definitive version with its mini-ads that give you 6 seconds to attract the attention of a potential customer, which requires you to condense your message as much as possible. In other words, you don't have time to gradually access your message: you must hit the reader/viewer with everything you have as soon as you start reading/looking.
7. Be consistent
If you choose to be humorous, stay that way throughout your story. If you select a particular visual style, keep it in all its media. Set limits: this will help you stand out and be more creative (because you will have to find new ways to solve problems with your limited set of tools.)
Don't complicate your story too much: customers value simple messages that can connect with emotion, not something they have to spend time deciphering.
If your first brand story is not ideal, don't worry, nobody says it's limited to one. You will have the opportunity to create other stories and they will improve with the experience.