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Businesses struggle to find a way to connect with people. One way to bridge that gap is by telling your brand story<\/strong>.<\/p>\n A brand story is a narrative that explains how and why your company was started and how that narrative drives your company's mission.<\/p>\n <\/div> Over the past fifteen years, our team has helped thousands of entrepreneurs and small businesses build and grow their brands. We\u2019ve keynoted numerous conferences and webinars on brand storytelling and frequently write and talk about branding strategies on our blog and at conferences. This guide shares the actionable insights, tips, best practices, and expertise we\u2019ve developed after helping over one hundred thousand brands.<\/p>\n <\/div> Storytelling is a powerful tool that allows you to build relationships with your target audience and employees by appealing to their emotions<\/a>. You appear more human to your target audience\u00a0<\/a>when you share why your business acts as it does.<\/p>\n Sharing your company’s origins, values, and culture<\/a> also helps you gain your customer’s trust,\u00a0build credibility<\/a>, and create a strong community around your brand.<\/p>\n A brand story includes the following:<\/p>\n Building a compelling brand story allows your business to:<\/p>\n So, how do you tell your brand story? How do you make it compelling and relatable for your audience?<\/p>\n And what makes your brand story important?<\/p>\n Receive six actionable guides, including a how to start a business checklist, detailed comparisons of LLCs, corporations, sole proprietorships, and partnerships to determine the best fit for your business, plus insights on crafting a compelling pitch deck to attract investors.<\/p> Receive six actionable guides, including a how to start a business checklist, detailed comparisons of LLCs, corporations, sole proprietorships, and partnerships to determine the best fit for your business, plus insights on crafting a compelling pitch deck to attract investors.<\/p> Receive six actionable guides, including a how to start a business checklist, detailed comparisons of LLCs, corporations, sole proprietorships, and partnerships to determine the best fit for your business, plus insights on crafting a compelling pitch deck to attract investors.<\/p> Gather your best and harrowing stories about your business and prepare your pen and paper. It’s time to start drafting your brand story.<\/p>\n Follow these five basic steps to get started:<\/p>\n Your brand didn’t just magically exist. There was something that triggered or inspired you to start a business<\/a>.<\/p>\n Identify these factors first to start creating your brand story. Ask questions such as:<\/p>\n Step back and list everything that inspired you to create your business. You don’t need an unconventional origin story; you must highlight what made you passionate enough to start your business.<\/p>\n By answering these questions, you’re already drafting the main content of your brand story. These will also remind you how you came to be as a business and help motivate you to improve your brand further.<\/p>\n Analyze how your products or services fit into your story. Remember why you chose to sell them and how they helped shape your brand. Start by asking:<\/p>\n You must make your products relatable to your brand story. For example, if you say you started your clothing business<\/a> at home using recycled materials, people will expect your current products to be recycled.<\/p>\n Ensure you find the connection between your brand’s origins and state how it has evolved to avoid confusion. The goal is to make your product an essential aspect of your business’s story, not just a prop that allows you to make money.<\/p>\n Think of who you’re talking to when building your brand story. Understanding your audience<\/a> is a critical factor in communicating your story.<\/p>\n To understand your audience, ask the following questions:<\/p>\n You can begin to analyze your target audience by imagining what kind of person they are. Be specific and detailed in describing your ideal customer to see them as a real person.<\/p>\n For example, it’s best to create a buyer persona and imagine as if you’re facing your ideal customer. Think of how you will interact with them, your words, and more. Doing so will help you find the language that they will best understand.<\/p>\n As much as you want to tell your brand’s story from its birth to your future business plans, you need to keep it concise to keep people interested.<\/p>\n No one wants to spend time reading a novel-length brand story. People are likelier to read your story if it’s short and easy to understand.<\/p>\n When writing your brand story, consider the following:<\/p>\n You must keep your business’s story accurate to its experiences, but you can also make it relatable by highlighting some of your most human experiences.<\/p>\n For example, including your brand’s milestones, such as your first sale or physical store, can be a relatable experience for many. The proud emotions of earning something you’ve worked hard for are something that your audience will significantly relate to and appreciate.<\/p>\n Your humbling experiences as a brand humanize you and allow you to better connect with the right people. Don’t be afraid to include these to help add more personality to your brand story. <\/span><\/p>\n Create characters. <\/strong>Like any other story, your brand story should include exciting characters to make it fun. Making up characters makes your story more engaging and pushes people to finish your story. Ensure that the characters you create reflect your brand’s personality well.<\/p>\n Highlight your brand’s values. <\/strong>Your brand’s values, principles, mission, and vision should be evident throughout your story. Don’t just tell something fun and exciting about your business. People should clearly understand your business and why it’s how it is.<\/p>\n Be consistent. <\/strong>Use your brand voice and tone consistently<\/a>. Don’t be friendly or conversational in the first part and end in a serious tone the next. This will confuse people and make them lose interest in what you say.<\/p>\n Include visuals. <\/strong>You can also include pictures or videos<\/a> to document your brand story to make it more authentic and fun. Photos or videos of your business’s experiences<\/a> help people see your business’s growth through the years, allowing them to connect with you better.<\/p>\n Appeal to people’s emotions. <\/strong>Don’t be afraid to use powerful words to ignite an emotional response from your readers. People may forget your story, but they surely won’t forget how you made them feel while reading your brand story. But make sure to balance it, stay faithful, and don’t overdo it. By appealing to emotions, you’ll ensure that people have a similar reaction in the future when they see your company logo<\/a> or business name<\/a>.<\/p>\n The famous skincare brand Burt’s Bees firmly adheres to its mission and values<\/a>. The brand ensures to remain transparent in where they source its ingredients, assuring its customers that they are all-natural and have been consistent since it was founded.<\/p>\n The company also included attractive visuals, such as photos of its co-founders, in\u00a0its story\u00a0<\/a>to keep people interested and appear more relatable to its audience.<\/p>\n Warby Parker smartly positions itself as the alternative to famous and expensive glasses brands. Its story is centered around being relatable to its customers and appeals to their frustrations about not being able to afford costly quality eyeglasses.<\/p>\n Its brand story highlights\u00a0its humble origins<\/a>, highlighting the company’s mission, inspiration, and vision to help people afford quality glasses without breaking the bank.<\/p>\n Zendesk is a known customer support software for small businesses. Its story successfully made the company more human and appealing to its customers.<\/p>\n To make its brand story more interesting, it launched the\u00a0Zendesk Alternative<\/a>. The site includes an entertaining video about a fictional indie rock band showcasing the importance of customer service to people through a cheesy jingle.<\/p>\n Drift is a conversational marketing platform that helps businesses connect with sales prospects through conversations and interactions instead of website forms.<\/p>\nWhat is a brand story?<\/h2>
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<\/div>\nHow to tell a compelling brand story:<\/h2>
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<\/div>\nImportance of brand storytelling<\/h2>\n
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Free Business Startup Kit<\/h2>
Get your free startup kit<\/i><\/a><\/div><\/div><\/div>Free Business Startup Kit<\/h2>
Get your free startup kit<\/i><\/a><\/div><\/div><\/div>Free Business Startup Kit<\/h2>
Get your free startup kit<\/i><\/a><\/div><\/div><\/div><\/p>\nHow to write your brand story<\/h2>\n
1. Determine your brand’s purpose<\/h3>\n
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2. Understand your products and services<\/h3>\n
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3. Know your audience<\/h3>\n
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4. Make your brand story concise and clear<\/h3>\n
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5. Aim to be relatable<\/h3>\n
Tips for creating a compelling brand story<\/h2>\n
Best brand story examples to inspire you<\/h2>\n
1. Burt’s Bees<\/h3>\n
2. Warby Parker<\/h3>\n
3. Zendesk Alternative<\/h3>\n
4. Drift<\/h3>\n
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