Yes, your product is great, and yes, your prices are competitive, but the question is what’s the story?
It is no longer enough to just promote your product and your prices, you and your brand need to, like all great superheroes, have an origin story. Today’s consumer wants to build a greater level of trust with brands, they want to know your ethics, where you came from and where you see your company going. By creating an effective brand story, you allow your customers to connect with your products on a more emotional level, to picture how they would affect their lives, which will increase your sales and allow you develop a sense of brand experience which in turn sets you apart from your competition.
Like with all good storytelling first thing you need to do is decide on your narrative. When creating your brand story, you need to consider the following things:
Who you are as a brand is very important to your customers, they want to know the origin story from start to finish.
- Why do you exist?
What was it that made you want to start the business, think about your passions and what drove you to think of your product in the first place, was it a gap in the market?
- What do you contribute?
What does your product or service do for your consumers, if you have certain ethical standpoints this is the perfect time to think about how they relate to your brand.
- What is your mission?
What are your company’s goals? Remember that you making money is never going to motivate a customer to buy your product, they will buy your product to solve a problem they have or to enrich their lives in some way.
Your product must reflect your brand story in order for it to feel trustworthy and authentic. If you are promoting yourselves as a small ethical clothing company, for example, your products can’t be mass-produced somewhere on the cheap. So, when creating your brand story consider your product in these terms:
- What does it do?
What is your product all about, why would people need it? Products will either predominantly fill a practical or an emotional need for your consumers, so it is important to identify which one, so your brand story can reflect this.
- What does it cost?
Are you putting yourselves at the lower or higher end of the market with your products? This will affect how you tell your story as if you’re at the higher end, for example, you will need to highlight quality and process in your story.
- How does it differ from others?
What makes your products stand out from the competition and can this be woven into your brand story? What makes your brand stand out may also what makes your product stand out.
When creating your brand story, you need to consider who you are telling that story to. You need to understand your audience, and don’t be afraid to get specific. Think about
- What lifestyle do they have?
- What is important to them ethically?
- What are their passions?
These must align with you and your brand story in order for an emotional connection to establish.
Once you have the content for your narrative you can rely on this classic storytelling structure.
▬ Who are you as a brand and what motivated you to start the business?
▬ All about your products and your employees.
▬ Celebrating your journey so far and where you see your business going in the future.
A brand story is a fantastic way to create excitement and buzz around your business as well as encourage customer loyalty. By keeping it simple, relatable and honest you will build a brand story that will set you apart from the competition.