Yes I know, yet another one of those articles that tells you how to win in business by telling a better brand story, *sigh*. When all you really want to know is how to get lots of people to notice your great idea and then how to make shed loads of money from it.
I’m not going to bore you with the be authentic, consistent, relatable, relevant and let me help create that for you, stuff you’ve heard before. I’m just going to show you how it’s been done by some of the best in the world and give you the three essential ingredients for telling a great brand story.
Three Steps To Telling A Great Brand Story
1. Caring
Start by caring about your customers, the work you do, the products and services you sell and the difference that you can make in the world. Yeah, yeah, sounds obvious to you I know, but it’s not to everyone.
2. Significance
This is where most businesses, startups and their brand stories come unstuck. They forget to ask themselves the most important marketing question in the world. Why will people care about this? You need to work out why your product or service could be important to your customer? Why does she need it? How does it add meaning to her life? To do this you need to know who your target audience is.
3. Story
When you know your audience and understand the significance of your product, service or idea, all that’s left to do is to tell the story about how what you do or sell fits into the life of your customers and clients.
What’s great about the brand stories featured below is that they have a unique set of values and they truly understand the audiences they speak to. Take some time to read the stories I’ve linked to on their websites as well as watching the videos.
Innocent Drinks
What are your favourite brand stories? How are you showing people why they should care about your brand?
Image by TB Steve.
