Branding your Portland or Vancouver business is important so when I recently read a great article on creating brand stories, I wanted to share their ideas with others. I also realize many small businesses don’t even use a branding story in their marketing even though they would benefit from it.
Here’s a link if you want to read the entire article “How to create great brand stories” (Portland Business Journal)
It’s no secret that people love stories. Whether it’s a good novel or a funny thing that happened to a friend, anything in ‘story form’ is easier for us to relate to and remember-it’s how we’re wired. In fact, scientific research shows humans are better able to make a connection when their emotions are activated, which is why the most effective communication has always used the art of storytelling.
This is especially true today as consumers are overwhelmed with information coming from multiple devices 24/7. It’s difficult to stand out so if you can write a powerful brand story that grabs their attention and makes an impact, you’ll succeed.
3 steps to writing a great brand story
If you have already isolated your unique selling proposition, when you have already answered this question. If not, you need to ask yourself “Why did you start your company?” and “Why did you create your brand?”
The “why” should be a vital part of your brand story as it lets the audience know why you founded your company. It often includes the founder’s personal journey to establishing their business or the history of how your product was created.
You need to decipher who your target audience is and why your company’s services/products can solve their problem(s) better than another brand. The best way to do this is to develop personas and depending on your customer base, you may have more than 1 persona.
A persona is simply a profile or compilation of your customers that helps paint a picture of your target audience. Some companies even name the personas they create. This is important as once you know who your audience is, you can decide how you want to talk with them and what type of tone your story should have.
Once you’ve created your personas and know to whom you’re talking, it’s time to tell them what your solution is and how it can solve their problem. This can be tricky as you want it to be somewhat generic so don’t get into specifics of individual customers. You also don’t want to give out too much information; after all, you want them to be interested enough so they want to learn MORE about your company after reading your story.
The goal is to have a clear path between your customer’s problems (or pain points) that you mentioned in the beginning of your brand story and the solution you offer at the end. The end of any brand story should include a summary where you can nicely wrap up this goal in a strong and memorable statement.
Additional tips for creating brand stories
- Don’t be afraid to let your personality show through-your story can be funny or bold (depends on your audience).
- Be consistent-use the same brand story on your website, social media, print materials, etc.-where ever it’s appropriate.
- Use your brand story in all elements of your marketing-it should be a part of everything.
As a sign company, it’s our job to make sure your company’s signage is consistent with your brand so knowing your brand story is helpful in our design process.
If you have never developed a brand story, it’s not too late. Follow these tips to write a brand story to imprint your Portland or Vancouver business onto the memory of your target audience.