5 Brand Stories You should Tell
Growing up as a kid watching Disney shows there were always things you could count on:
It was clear who the bad guys were. They were the sick-looking ones, usually ugly, skin abnormalities and sometimes even foreign accents. We won't dissect identity politics of the foreign 'other' right now (e.g. Scar's hyenas in the Lion King), we'll just stick to clear archetypes within narratives.
There are many different ways to present the same set of information, the question is what response do you want your audience to have when they receive the information? The answer to that question will guide how you tell your brand story. Remember, the purpose of telling a story is to develop a deeper connection with your audience so you become more than just another business trying to get their money so no matter which of the following approaches you choose, the overarching point you want to make is that you are human. People buy from other people, not labels or ominous corporations. And the more they can relate to that person, the more they are likely to trust and purchase from that person.
1. The origin story - You or your brand is a superhero looking to change the world for the better with your product, but what was your spider bite? People love journeys and character development so let them in on yours.
2. The product story - Were you just sitting under a tree one day when an incredible idea randomly popped into your mind that would solve a problem for millions of people and make you a lot of money in the process? Well, if that's the case kudos to you but SCRAP THAT STORY! I repeat with a cherry on top, do tell this to no one. Even if it's true it's pretty cold and un-relatable. That is not what people want to hear. You need to identify with your target audience who may very well be in need of your product. You want them to know that you are selling your product because you truly care about solving an issue for them and making their lives easier. Focus on the human angle and the benefits of your product to them.
3. The personal story - This might actually have nothing to do with your actual product but if you've got an interesting personal story or consistently stand for principals people feel they can get behind, a loyal tribe will quickly begin forming and rallying behind you.
4. The Company story - I once heard a story about a collections agency that was started because the CEO refused to lay off his staff when he was a manager at a larger collections firm. You can see how this story puts a human face on an otherwise cold business.
5. The Human story - There's always one to be found because there's more that brings us together than separates us as humans. Look for it. It's okay to be super nichey, in fact, the trend towards niche marketing is seeing incredible results. Do short profiles on your staff or team members. Video is an excellent medium for this because it helps little nuances that convey personality and authenticity come across. You can also simply take photos of staff and do a short write up about them. That also works well. People will appreciate you taking the time to introduce yourselves to them before making a play for their pockets.
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Let me know which one of these you think best suits your brand in the comments below.
Till next time keep rising,