Effective storytelling is essential to modern brand-building strategies, and yet it’s also not easy to get right if you’re only just starting out on this journey for the first time.
To avoid this becoming a back-breaking process, let’s go over the main things to think about when you want to convey the story of your brand.
Simplicity Trumps Complexity Every Time
People have short attention spans, so the longer it takes you to tell your story, the less likely it is that your audience will stick with you until the end.
Simplicity isn’t just about holding the attention but also about forging a connection with prospective customers in a meaningful way.
One way to do this is to narrow the focus of the story rather than make it all-encompassing. If people can see your company’s growth through the eyes of an individual employee or understand specific challenges that you’ve overcome, it’ll be all the more impactful.
Consider Using an Expert Consultant to Help Refine Your Brand’s Story
Speaking of simplicity, sometimes it’s tricky for us to be able to know what aspects of a story to trim down because we’re too close to it as business leaders.
This is where working with a third-party branding consultant can be useful. A fresh pair of eyes is applied to your business’ narrative will influence how you shape it and identify aspects that will actually make a difference to consumer and client perceptions.
For example, with the help of the Storybrand guide from StorySells, your brand identity will flourish under the watchful eye of specialists who know how to bring the best out of a company’s background.
Honesty is the Best Policy
People are pretty good at sniffing out white lies or obvious omissions in any brand story, so it’s better to be authentic and truthful in how you portray your business operations rather than trying to pull the wool over the eyes of customers.
Obviously, you’ll want to celebrate your successes so far, but if there have been any struggles along the way or obstacles you’ve overcome, talking about these in a frank fashion can be endearing and valuable in terms of earning trust.
Consistency is a Necessity
The worst thing any brand can do is have a lack of consistency across the content that it creates. If the tone of voice you use changes from friendly and approachable to cold and professional, or from simple and accessible to complex and jargon-filled, it will sour those important first encounters that people have with your business.
It’s doubly crucial to keep consistency across your content if you’re producing a lot of it and firing it out on different platforms.
As well as being another trust-building aspect of telling your brand’s story, it will also help outsiders to pinpoint genuine content and filter out mere copycats.
Planning is Everything
While you’ll ideally want your brand’s story to feel like it is being told in the most organic and unforced way possible, you’ll still need to be rigorous in your approach to planning this out.
Start with a broad definition of what your brand represents, including the values of your company and the mission statement that underpins it. Move on to plotting out what you hope to achieve with your storytelling, then decide which demographics you’re hoping to court once your campaigns are up and running.
Lastly, don’t try to rush any core steps of the process, particularly if you are working with branding experts. There’s no way to build a brand overnight, so you have to be patient.