Three Simple Steps to Improve Your Brand Story

 
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You’ve probably heard it at some point - if you want to create a successful brand, “you need a good brand story.”

Yet many brands have difficulty creating a good, compelling brand story.

 

What is a brand story?

A brand story can take on different forms.

In boring terms, it’s often the copy businesses place on their “About” page of their website. But the true, really value of the brand story is what comes out when the founder/s share the personal journey or inception story of how the brand was born.

 

What if the founder doesn’t want to be in the public eye?

Or what if the brand was launched as a business opportunity?

There are still ways to craft a compelling brand story - so hold tight.

 

Here I highlight THREE simple ways you can improve your brand story.

 

GET PERSONAL

Tap into the insights that drove the development of your first products or the original idea. By “personal”, this can be about the founder, but simply put, it is important to tap into something that makes it easier for customers to connect with your brand emotionally. Select a few key details that stand out, not only to help bring your brand story to life, but also to punctuate and make it.

 

CREATE A BRIDGE

While the brand story may be personal to you or your founder, it’s important that you help connect the dots to from a customer-centric point of view. The easiest way, of course, is to shed light on your product/formula, proprietary manufacturing methods, etc., that result in the amazing product your customers will ultimately experience. The customer is looking for a solution to a need, so try shedding light on how this magic comes to life.

 

DEVELOP BRAND TONALITY

The most common challenge I see with brand stories, is that most brands fail to develop a distinct tonality that is on-brand. What does this look like? It can be signature phrases, or a brand vocabulary that your business reinforces throughout every communication touch point. This will help reinforce the way in which your brand speaks, which helps your brand story come to life in an authentic manner.

 

What challenges has your company faced in telling its brand story?

 
c okubo