What’s your Brand Story?
Telling stories makes us human. You can learn a lot from a folks-tale, wives tale and everything in between. Perhaps the moral is about friendship, cooperation, empathy or an aversion to inequality. When it comes to business, storytelling is not intended to be a “selling” technique. However, it is a way to build strong relationships with your customers, inspire brand enthusiasts and engage in a community of loyalists over time. Your story identifies what your passions are and serves as the foundation for all your future content developments. As HubSpot states, “Neuroscience proves that storytelling is the best way to capture people’s attention, bake information into their memories, and forge close, personal bonds. Your audience is programmed to crave and seek out great stories — that’ll never change.”
So, what’s your brand story? Chances are that you have one, but haven’t crafted and identified it as your brand story. One way to start is to think about your purpose – what purpose does your business serve and why are you engaged in serving your customers or community? Here are three elements behind a solid brand story and in this order: Status Quo, Conflict and Resolution
The status quo is the way things are or the initial nature of your situation. The conflict disrupts this situation and puts something at stake, forcing the protagonist (your brand) to actively find a solution to this problem. The resolution describes how the protagonist solves the problem, giving your audience an emotional payoff.
Stores have a natural rhythm and are about overcoming adversity. People need an emotion journey or point of suffering to relate to – this holds their attention, resonates with them and, often, inspires them. Does your business serve a niche market? Is your focus on customer service, uniquely integrated business model or offer the fastest turnaround for a service or product?
Humans need the emotional payoff at the end of a good story. It is the concept that everything we are trying to achieve becomes possible.