From the moment we are born, we all fall in love with the idea of a good story. These days, we still allow ourselves to become hooked on the latest TV thriller, as we love to have a picture painted for us, to meet characters that we can champion and support and to have our emotions played with.
That is why telling a story through your brand identity can be so important when it comes to engaging with potential new customers. So, how do you do it? Well, if you are sitting comfortably, then I’ll begin…
What is brand storytelling?
Many brands these days are no longer faceless corporate entities, as they often have real people and stories behind them. These can help to show the values and ethics of a business, how it came into being and what it hopes to achieve.
Therefore, many brands now tell their story to help create an emotional response amongst their audience which can make it much easier for a customer to connect with a brand, and it can also drive a lot of long-term loyalty. However, it is important to remember that the story you tell must be authentic and can show a human element which will then compel action.
Find common ground
One thing that can put many customers off a business is feeling as though those behind it do not understand their situation or their needs.
Your story can help to show the journey that you have been on, and the background behind the creation of the business to show that you have walked in the shoes of your customers and have a connection with where they find themselves.
This common ground between you can make a customer feel more naturally aligned to you and can encourage them to find out more about what you offer.
Trust and loyalty
One of the most important aspects of a brand story is to help build trust and loyalty amongst your customers. Your story should reflect your beliefs and the values of your business, meaning that people can see themselves in what you say. This makes them more likely to trust you, and if you continue to demonstrate that you have a similar outlook on life, then they will stick with your business for longer over and above the competition.
Stand out
The New Fat, Brand Identity Designers in Nottingham comments, “It is possible to use your brand story to help you stand out from the competition. In a crowded marketplace, it is important to show why you are different to everyone else around you and this can be done through your brand story.
It might be that you have different aims for your business, that your strengths or values are unique or that your origins have come from a different place. All of these will help to show your customers why you are different to your competitors and hopefully better too.”
Standing out should also translate into your marketing materials, it's no good spending time and effort into a website, your social media and offline marketing materials when all three are disconnected. Investing in brochure designers, website developers and experience marketing agencies can help to give your brand a step up rather than trying to figure it out by yourself.
Emotional connections
Telling a brand story isn’t about simply stating facts, it is about creating an emotional connection with your audience through positivity, evoking empathy or perhaps even by being inspirational. When you can make a customer feel something inside themselves, they are more likely to connect with you and your brand and will want to find out more about you.
Telling an effective brand story requires imagination and innovation. You need to ensure that you communicate it in a way that is believable and relatable, so that you can grab the attention of your customers and hold it. Once you have achieved this, you can build a connection with your customer base that is difficult to break.
Suze Moore is the Creative Director at The New Fat, a one-stop-shop for all things graphic, web and print design. Although based in Nottingham, The New Fat have worked with clients near and far to…
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