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Your brand story is what connects customers with your business on an emotional level. “The most successful companies in the world have profound stories behind them that instill a sense of bigger purpose and meaning into what they do,” says Celinne Da Costa, brand storytelling coach. Bringing that story to life is critical for fostering and encouraging the relationships that lead to loyal customers.
Even without the budget of Apple or Nike, some of the most notable brands worldwide, you can still make an impact with your efforts. When used effectively, a small budget can be enough to bring your brand story to life. You can forge connections with customers who love not just your products or service, but who you are and what you stand for.
Here are a few budget-friendly ideas to bring your brand story to life. Choose the ones best suited for what you want to say and build them into your marketing roadmap.
Your brand’s story told through blog content
Your blog is the easiest way to tell your brand story because you can consistently update it with new content. What’s more, it lives on your website, so you have full control over how it looks and interacts with customers.
However, don’t just start creating content for the sake of creating content. Build this into a strategy using a quarterly content calendar to organize your ideas. Having a strategic approach ensures that you’re touching on every element of your brand story and choosing the best content formats for each piece. For example, this content can include an interview with your CEO, a video made by employees, or a content-based post about why you do what you do.
Asa Sherril, VP Experience Design @Macquarium answered on Quora and explained why a good brand story is important:
“Because reality is complicated. People have a way of dealing with complexity by boiling it all down into a simpler-to-understand point of view which is maintained more as a feeling rather than a logical list. A story. This will happen to your company as well; based on interactions with you (i.e. touchpoints), whether you control those touchpoints or not (i.e. your website vs. a review on yelp), a person will crunch all of that down into a feeling about you. This will happen whether you have a brand story or not. The difference between having a good brand story and not is that your brand story can be applied to the craft of each of your touchpoints so that when a customer interacts with you, they come back with a consistent feeling. Then, when they go to write a review on Yelp, they are carrying your brand story on as a meme. A brand story is about how you want people to perceive the entity that is your company. Its something that they need to be able to understand – and potentially more important – something your employees who interact with customers need to believe in. All of this is exceptionally challenging to reign in; so its not as though a brand story will fix all of your perception problems – but the alternative of leaving your brand impression to the chaos of human society is extremely risky.”
Don’t be afraid to think outside the box when brainstorming content ideas. Setting yourself apart, and matching the style of content with the story you’re telling, is what brings it to life. For example, consider how you could implement an interactive element, like SoulCycle’s timeline, into a brand story post about where you started and where you are now.
IGTV to enforce your brand story
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