Human beings are natural storytellers. From our earliest days, we’ve shared stories, shaped myths and passed them down through each generation, using them to explain, entertain and educate. The most successful brands understand how important a great story is to public perception — which is one reason why working with a specialized brand story agency is often the best move.
By developing a compelling brand story, customers view businesses for what they truly are: A collection of real people working to deliver a product or service that improves the customer’s life, rather than another faceless and distant organization.
Neuroscience research has shown that narratives have a profoundly stimulating effect on the human mind; in fact, if one looks at scans of the brain, there is little difference between reading or hearing a story and experiencing the same thing — all the same neurological regions of the brain are activated. A brand story, like any other story, has immense potential for creating rich and meaningful connections with audiences.
With that in mind, let’s take a closer look at five tips for improving your existing brand story.
Identify your protagonist
There’s a reason why almost every story needs a hero; the archetypal “hero’s journey” is one of the oldest story patterns we have, and one that is found in virtually every human culture. It has endured this long for one reason: People respond to it on a deep, emotional level.
A brand protagonist doesn’t need to be a figure like Hercules and doesn’t even need to be overtly or classically heroic. It might be a founder (think about the iconic power of a Steve Jobs or Ray Kroc), a spokesperson or simply the company itself. Yet it should always help forge a connection with your audience. Remember, brand stories need to go deeper than conventional advertising; when executed correctly, they create emotional resonance.
Make it Relatable
“Put people in your photos” is the first thing any news photographer is taught. Why? Because people are drawn to each other, much more than we’re drawn to landscapes or buildings. The same holds true in storytelling.
Your brand story should focus on how your product or service improves the lives of everyday people. It should be authentic and compelling, feeling personal yet also universal.
Cut Through the Clutter
We’ve all started reading a boring story and stopped after a few uninspiring paragraphs, never to pick it up again. To maintain audience interest, it’s vitally important to seize their attention immediately.
When crafting a brand story, originality and creativity are paramount. It’s impossible to sell to an audience if you cannot hold their attention.
Focus on Simplicity
When telling a story, needless complexity distracts the audience and increases the risk of disengagement. This is especially true for brand stories (after all, we’re not creating War and Peace, here). In order to avoid this, it’s important to tell your brand story in a simple fashion.
To do this, keep your story focused on the problems you can solve for real people while still allowing your brand personality to shine through.
Make Sure You Answer Two Fundamental Questions
Every brand story should address two essential questions: Who are you and why are you in business?
Audiences want to know who they are patronizing and the values you stand for. They also want to know why you’re in business — and the answer has to be more than just “to make a profit.” Use your story to explain your values and the value you can add to your customers’ lives.
Working With a Brand Story Agency
Creating a compelling brand story is a real challenge — especially for small to mid-sized businesses. At BIGEYE, we have the storytelling expertise to help you create the kind of brand identity that moves the needle.
If you’re in the market for a top Florida marketing firm or brand story agency, we urge you to find out what BIGEYE can do for you.