A good story is the foundation of a strong brand. Whether you’re an incumbent CEO or a start-up founder, if you miss out on this opportunity to tell your company’s best stories and create engaging product messaging, it will be difficult for customers in today’s crowded marketplace to get excited about what sets your business apart from others like yours.
Here are three components of an engaging brand story.
1. Build a defensible territory and discuss a challenge you overcame
Every business story includes a “territory” – which is a combination of your USP and target audiences (for example, you are the only business that services a particular target audience). Narrating the story of your dominance in your territory, and mentioning that you have made it your own will allow you to have the upper hand over your competitors. It also allows you to reach a specific target audience with your target message. Today, if you want to be a generalist and offer multiple services, you will miss out on the value of being a successful specialist.
Your brand story can include a challenge you overcame to claim your place in this territory, to let people know the actions you have done that your competitors have not tried.
2. Create meaningful tension and twists in the story
There are a lot of ways to make your brand story more interesting. One way is by creating tension and twists that challenge the audience, which causes them to believe in what you want them too (for example ING Direct used its Twitter account for this). The other strategy can be “pulling” people in by installing macro messages with proof of how well it worked out from before (people responded positively when they saw these tweets so their business increased as well)
In order to improve audience conversion rates one needs create both push and pull tactics. By presenting an engaging conflict or challenging belief systems through either tension or tight twists within the narrative will help audiences feel like they need know about your cause.
3. Change hearts and minds with your grand gestures
The biggest asset when it comes to telling your story will always be your voice, but you have more than just words at your disposal. When marketing a millennial audience, they respond better to gestures and actions rather than written text. Pad out the grand gestures of how you are raising awareness in society by including mentions about all the things that make up who you are (for example: volunteer work for organizations like Amnesty International or charity events hosted). Show everyone through pictures and videos with photographic evidence.
Developing a gripping brand story is the first step to getting a brand strategy framework perfected. The Bumblebee Branding Company is a branding agency and content development company in Chennai, India, that can help you craft the perfect narrative.