Every brand has a message. That message can be communicated in a number of ways, and one of the most crucial tools in your brand messaging toolkit is one of the most simple.
Storytelling.
Don’t you just love a good story? Well everyone does. And similarly for your business, it is essential that you have a brand story. The story and meaning of a brand is its most valuable and irreplaceable asset. Stories capture our imaginations, intrigue and engage us. And more importantly, having a brand story greatly helps customers in remembering your brand.
We are hard-wired, as a species, to connect to stories. That is why some of the most effective teachers throughout history were master storytellers. We’ll quickly forget carefully-crafted statements, and even the most profound principles, but we’ll remember a compelling story, sometimes for decades. And even pass it down for generations.
Let us take the popular cosmetic brand SK II as an example, they talk about how a scientist visited a sake brewery and noticed how an old lady’s hands were soft and youthful. He held multiple tests and eventually discovered that the secret lay in an all-natural yeast derivative, which they call Pitera®. Positioning Pitera® as the secret ingredient that is present in all SK II products, the brand has emerged as market leaders in many countries worldwide.
At Edifice, we believe every brand, large or small, has the potential to tell a unique and captivating story. If you had to tell your story for your business, what would it be? Would it have the right balance of fantasy, whimsy and fact? To assist you in creating your brand story, here are some pointers:
Ask Yourself Questions
How did your business come into existence? What was the process that led to its launch? Why do you now do what you do? What client need opened the door to a whole new venture that evolved into your brand? What made your brand survive over the years, when others faded?
Be authentic
Anyone can make up a story, but the customer’s innate sense of authenticity is what transforms a story into a brand message. Spend a good deal of time looking back at your history and personal values in determining why you’re even in the business you’re in. What’s your passion, and how can you tell customers about it?
Be consistent
It’s not enough just to tell a story; you must live it everyday through everything you do. From message to delivery to customer service, every element of your company has to align with your story.
There’s a lot of noise in the marketplace, and it’s hard to get your voice heard – and remembered. Do yourself a favor – spend some time rehearsing your story, finding what is compelling and interesting, and then weave it into your messaging to your customers.
