What Is A Brand Story?
A brand story is more than content and a narrative. The story goes beyond what’s written in the copy on a website, the text in a brochure or the presentation used to pitch to investors or customers. Every choice you make, and everything you do, from the colours and texture of your packaging to the staff you hire is part of your brand story. Your story isn’t just what you tell people it’s also what they believe about you based on the signals your brand sends.
If you want to build a successful, sustainable business, a brand that will garner loyalty, and if you’re lucky, become loved you have to start by understanding what’s driving your story and what will help your customers to embrace your brand.
Building A Story-Driven Brand
Brand storytelling is not simply about standing out and getting noticed. It involves thinking beyond the functionality or utility of products and services and striving to understand the worldviews and unmet needs of your customers. It’s about framing your scarcity, communicating your value and building something that people care about and want to buy into.
A brand story is not just a catchy tagline to attract fleeting attention in the moment. Your story is the foundation of your brand and a strategy for future growth. When your business or organisation is story-driven, it’s grounded in a framework of purpose, vision and values that inspire commitment and lead to a solid plan for achieving success. This enables you to adapt in times of change because you understand that your story is bigger than any short-term marketing or sales goal.
Starbucks created a whole new coffee category that elevated the brand above its competitors because it was a story-driven business from the outset. That story is the reason people pass Dunkin Donuts and 7 Eleven to pay three times more for a cup of coffee every morning. Successful story-driven brands are built on much more than the specifications of their products.
Successful Brands Don’t Behave Like Commodities, Neither Should You.
I work with brands at every stage of their development, from startups who are pitching to investors and shaping their culture, to established brands who are realigning their positioning and marketing communications or launching new products.
Through consultation with you, I explore your brand’s purpose and vision. I work with you to identify the attitudes and beliefs that influence your customers and shape your culture. We evaluate your unique value proposition and emotional selling points and create a plan that enables you to articulate your value and attract and retain customers.
I WOULD LOVE TO WORK WITH YOU TO CREATE:
- Your story-driven brand strategy
- Memorable brand names, product names, taglines and book titles.
- A winning marketing strategy.
Brand Story Services Enquiry
Please use the form below if you’d like to enquire about working with me to develop your brand story strategy.