{"id":922,"date":"2021-01-21T09:00:00","date_gmt":"2021-01-21T09:00:00","guid":{"rendered":"https:\/\/www.800.com\/blog\/?p=922"},"modified":"2022-10-20T15:58:07","modified_gmt":"2022-10-20T15:58:07","slug":"how-to-create-a-story-for-your-brand-that-connects-with-your-audience","status":"publish","type":"post","link":"https:\/\/www.800.com\/blog\/how-to-create-a-story-for-your-brand-that-connects-with-your-audience\/","title":{"rendered":"How to Create a Story For Your Brand That Connects With Your Audience"},"content":{"rendered":"\n<p>Brands have more marketing and advertising options than ever before.&nbsp;<a href=\"https:\/\/www.800.com\/blog\/everything-you-need-to-know-about-seo\/\"><u>Search engine optimization<\/u><\/a>&nbsp;(SEO), social media marketing,&nbsp;<a href=\"https:\/\/www.800.com\/blog\/how-to-track-the-success-of-paid-campagins-online\/\"><u>paid advertising<\/u><\/a>, and of course, traditional advertising, rounds out the ever-growing list of marketing strategies to choose from.<\/p>\n\n\n\n<p>However, none of these tactics will get the job done if a company lacks a brand story.<\/p>\n\n\n\n<p>A brand story is an imperative piece of the marketing puzzle. Without it, brands will have a hard time connecting with their audience and driving quantifiable and long-term results.<\/p>\n\n\n\n<p>If your brand lacks a story \u2014 or has yet to truly define one \u2014 there\u2019s no time like the present. Before launching into a new marketing tactic or advertising campaign, brands must first identify, develop, and distribute their story to their audience.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What is a Brand Story?<\/h2>\n\n\n\n<p>By definition, a <a href=\"https:\/\/neilpatel.com\/blog\/create-authentic-brand-story\/\">brand story <\/a>is a narrative about your company. A brand story uses facts, emotions, and experiences created by your business to develop a cohesive and intriguing story that captivates and connects with your target market.<\/p>\n\n\n\n<p>A brand\u2019s narrative is built from a multitude of various tangible and intangible factors, such as:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Products &amp; Services<\/strong>: What does your business sell?&nbsp;<em>Why<\/em>&nbsp;do you sell these products and services?<\/li><li><strong>Staffing &amp; Customer Service<\/strong>: Who you hire and how they treat your customers is directly tied to the brand\u2019s story.<\/li><li><strong>Location<\/strong>: Tie your location into the brand story, regardless of how large your company is. For some, the&nbsp;<a href=\"https:\/\/www.800.com\/blog\/how-to-use-call-tracking-to-measure-local-marketing-success\/\"><u>local community<\/u><\/a>&nbsp;will be a pillar of the brand story!<\/li><li><strong>In-Story Experience<\/strong>: For brands with physical locations, the in-store experience is an essential element of a brand story. From the moment customers walk through the door, they\u2019ll begin to grasp an understanding of your story through the decor, signage, ambiance, and so much more.<\/li><li><strong>Brand Elements<\/strong>: Of course, brand design and appearance is part of the company\u2019s story. For many companies, the story influenced the final branding design,&nbsp;<a href=\"https:\/\/www.800.com\/blog\/6-tips-on-choosing-a-logo-that-helps-your-brand-stand-out\/\"><u>logo<\/u><\/a>, and strategy.<\/li><li><strong>Company Values<\/strong>: Most importantly, a brand story is built around company values. Whatever those values may be, they are a fundamental part of the brand\u2019s narrative.<\/li><\/ul>\n\n\n\n<p>The best part about a brand story is that&nbsp;<strong>you get to write it<\/strong>.<\/p>\n\n\n\n<p>You have full control over what your brand\u2019s story will be. Whether it\u2019s a thrilling tale of rising above challenges to become a successful entrepreneur or a story of compassion for the community and giving back, your story is yours to create.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Brands Create the Story, Customers Share It<\/h2>\n\n\n\n<p>Companies do the heavy lifting when it comes to building and defining a brand story. But, customers (<em>and employees<\/em>) are the ones who share the story with the world.<\/p>\n\n\n\n<p>While the company brings the brand story to customers through their products, services, social media content, and in-person experiences, the customers are the ones who share the story with others.<\/p>\n\n\n\n<p><strong>Think of customers as stewards of your brand story.<\/strong><\/p>\n\n\n\n<p>Because customers carry this power, it\u2019s critical to have the brand story defined and polished before customers have an opportunity to connect with it.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">5 Reasons Why Businesses Need a Compelling Brand Story<\/h2>\n\n\n\n<p>Brand stories aren\u2019t a frivolous \u201cnice to have\u201d marketing tool.&nbsp;<strong>They\u2019re a necessity<\/strong>. Here\u2019s why:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Brand Stories Communicate Your \u201cWhy\u201d to Customers<\/h3>\n\n\n\n<p>Every business has a \u201cwhy.\u201d<\/p>\n\n\n\n<p><em>Why<\/em>&nbsp;you decided to start a company.&nbsp;<em>Why<\/em>&nbsp;you saw a need for your product and service in the marketplace.&nbsp;<em>Why<\/em>&nbsp;you chose that community or neighborhood for the first store location.&nbsp;<em>The list of why\u2019s goes on forever.<\/em><\/p>\n\n\n\n<p>A brand story is a vehicle for communicating your \u201cwhy,\u201d passion, and mission to the customers with whom it will resonate most. Without a brand story connecting the dots for them, your audience will be left with a disjointed or inaccurate understanding of the brand.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Brand Stories Develop a Connection Between Your Business and Customers<\/h3>\n\n\n\n<p>Without a brand story, a customer\u2019s experience with your business is merely a transaction.<\/p>\n\n\n\n<p>Research from Headstream has shown that if a company has a brand story and shares it with its audience, 55% are more likely to buy a product in the future. And, 44% of that audience will share the story with others.<\/p>\n\n\n\n<p>While a brand story is a vehicle for communicating your company\u2019s history and values, it\u2019s also a way to develop a lasting, trusting relationship with loyal customers.<\/p>\n\n\n\n<p>This trust, in turn, translates into a greater lifetime customer value!<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Brand Stories Build a Community<\/h3>\n\n\n\n<p>Customers want to spend their hard-earned money with businesses they connect to. In sharing your brand story with your audience, you\u2019ll build a community of like-minded individuals all connecting with the brand\u2019s story and mission.<\/p>\n\n\n\n<p>The social media tool, Buffer, is an excellent example of this concept in practice. The company shares its brand story, values, and mission through every marketing and customer effort, and as a result, has developed a community of loyal customers and followers.<\/p>\n\n\n\n<p>As the 80\/20 rule states, this community may only be 20% of your total customers, but they\u2019ll be responsible for 80% of your sales!<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. Brand Stories Bring Products and Services to Life<\/h3>\n\n\n\n<p>On the surface, some products and services are boring. Or, you might sell a commodity product or service that everyone&nbsp;<em>needs<\/em>, but has a plethora of companies to choose from.<\/p>\n\n\n\n<p>A brand story breathes life into your products and services and gives customers a reason to choose your business over the competitors.<\/p>\n\n\n\n<p>For instance, let\u2019s say you run a locally-owned grocery store in your town. The residents have several other chain grocery and big box stores to choose from, but they come to your market because of the story and the people behind it.<\/p>\n\n\n\n<p>Brand stories transform products and services from boring necessities into an exciting solution or treat!<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">5. A Brand Story Increases Your Company\u2019s Reach<\/h3>\n\n\n\n<p>Remember, customers are stewards of your brand story!<\/p>\n\n\n\n<p>As they connect with your brand and share their experiences with friends and family, your brand story will reach new audiences. Therefore, brand stories are paramount for companies who want to grow!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">4 Tips for Creating a Brand Story that Connects With Your Target Market<\/h2>\n\n\n\n<p>When you\u2019re ready to define your brand story and develop a narrative that resonates with your audience, keep these four tips in mind.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Remember How You Started<\/h3>\n\n\n\n<p>Much of a brand\u2019s story is rooted in its history. When crafting a brand story, start here.<\/p>\n\n\n\n<p>Take a moment to write down your history, from where you started to where the company is now. In this story, mention what drove you to start the business and why you continue to run the company to this day.<\/p>\n\n\n\n<p>Don\u2019t stop to edit. Just write!<\/p>\n\n\n\n<p>In doing so, you\u2019ll discover the true \u201cwhy\u201d behind the brand. This then becomes the foundation of your brand story.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Keep It Simple<\/h3>\n\n\n\n<p>Your brand story doesn\u2019t need to be a prolonged, in-depth narrative. Don\u2019t overcomplicate it!<\/p>\n\n\n\n<p>Customers should be able to understand what your brand story is communicating within seconds.<\/p>\n\n\n\n<p>Neil Patel put it best when he mentioned that brand stories should follow the \u201cProblem, Solution, Success\u201d model.<\/p>\n\n\n\n<p>This model suggests that in brand stories, companies should address the:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Problem<\/strong>: Your company likely started from a need or discovery of a problem. Your customers have that same problem. Call it out!<\/li><li><strong>Solution<\/strong>: Your brand, products, and services are the solution to a customer\u2019s predicament.<\/li><li><strong>Success<\/strong>: By trusting your brand and products, customers will have achieved some level of success, whether immediate or long-term.<\/li><\/ul>\n\n\n\n<p>By focusing on these three core elements of a brand story, you can create a simple narrative that instantly connects with the right audience.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Develop a Brand Voice<\/h3>\n\n\n\n<p>No customer will connect to a brand story that sounds as though it was told by Ben Stein. (<em>Bueller\u2026 Bueller?<\/em>)<\/p>\n\n\n\n<p>Your story needs to have a personality and voice. Of course, it can\u2019t be any voice. It has to be a brand voice that resonates with your audience.<\/p>\n\n\n\n<p>To successfully cultivate a brand voice, think back to your company values.<\/p>\n\n\n\n<p>For example, if your company values include transparency, honesty, and patience, your brand story should be told in a calming, but confident tone.<\/p>\n\n\n\n<p>When completing this brand story exercise, always think from the mind of a consumer. Consider what brand voicing would best connect with their needs and interests while also accurately conveying your brand story.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. Don\u2019t Be Afraid to Ask Customers for Insight<\/h3>\n\n\n\n<p>If your company already has dedicated customers, look to them for help refining your brand story. After all, they\u2019re the ones it has to connect with!<\/p>\n\n\n\n<p>Ask them questions like:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Why do you trust our company with your needs?<\/li><li>What appeals to you about our company and brand?<\/li><li>Tell me about your in-store experiences.<\/li><li>Do you tell your friends and family about our company?<\/li><li>What benefit do you get from trusting our brand with your purchases?<\/li><\/ul>\n\n\n\n<p>Their answers will help you understand how to craft your brand story in a way that truly connects with your target audience.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Define Your Brand Story and Create Lasting Customer Relationships<\/h2>\n\n\n\n<p>Without a defined brand story, your company will be just another business in your industry. Your products and services will merely be transactions and customers will only frequent your business if it\u2019s convenient.<\/p>\n\n\n\n<p>Transform the customer experience and reach new markets by developing and sharing your company\u2019s brand story.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Brands have more marketing and advertising options than ever before.&nbsp;Search engine optimization&nbsp;(SEO), social media marketing,&nbsp;paid advertising, and of course, traditional advertising, rounds out the ever-growing list of marketing strategies to&#8230;<\/p>\n","protected":false},"author":2,"featured_media":924,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[19],"tags":[],"class_list":["post-922","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-strategy"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium 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