Storytelling is highly effective in any kind of business. Stories capture the attention of your audience and make your business relatable. This is why they’re so useful in rebranding. An essential part of any rebranding strategy is to develop and tell a good brand story.
Why We Love Storytelling
Why is storytelling so important in branding? Your brand needs to be memorable and relatable. It needs to impart your company’s personality and emphasize how you’re unique. These are all things that can be done through a good story.
In fact, some people are loyal to brands solely because of their story. You might love a local coffee shop that stands up against the big nation-wide chains, or a healthy organic restaurant with a mission to offer ethical and environmentally-friendly food. These brands are strong because of stories that emphasize the values they share with their customers.
Stories work especially well in the digital age where people are flooded with advertising and marketing messages all day long. Your story helps your brand cut through the noise.
What’s Your Story?
Your brand story is the genesis story of your company. It tells why you founded it and how you grew it to its current state. It might include things like:
How you grew from humble beginnings and overcame overwhelming odds
How you stuck with your principles when selling out would’ve been easier
How you solved a problem and then decided to offer this solution to the world at large
How you want to change the world and why you’re trying to do it
Like any good story, yours starts with a “why.” It has ups and downs, plot twists and drama, and a vision for the future, all centered around your company and its brand.
How to Discover Your Story
You’re not starting from scratch with your brand story. It’s already there, you just need to figure out how to tell it. Start by identifying your “why.” Why does your company exist? What is your mission? What motivates you to do what you do? How do you contribute?
Brainstorm several story ideas. Write a few different versions of the basic story that emphasize different aspects of your business. If you’ve already clarified what your unique value is, write a story that explains this along the way. You may also write a few different versions to appeal to different segments of your market.
Once you’ve chosen the right one, simplify it so it gets straight to the point. Give it the “so what?” test. When people are reading your story, they’re thinking, “so what?” In other words, “What’s in it for me?” It should be about your company, but it should also tell the reader what you do for them.
A good brand story is straightforward and easy to understand. Once you have it finished, decide when and where you’ll use it, and create shorter and longer versions. Integrate it into your branding and it will drive home the unique value you offer.
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The Key to Effective Rebranding – Tell Your Story
The Key to Effective Rebranding – Tell Your Story
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