THE POWER OF A GREAT BRAND STORY AND HOW TO CREATE ONE
In business we engage with our customers on many levels, though the usual marketing message of ‘we sell this, you should buy this’ principle, isn’t going to leave a lasting impression or a memory that will engage with anyone on a deeper level.
Stories capture our attention and we learn best from anecdotes and the hidden lessons woven into them.
THREE STEPS to Creating a Brand Story:
Step 1 Begin to write a past, present, and future story of your business.
Start with how it was founded and why. Spare no detail, and write this story from the beginning as an historical account.
Include anecdotes, interesting facts, and a testimony of what has brought the business to this point.
What was the dream that gave birth to the business?
By understanding what has brought you to this point and where the business is going is a strong place to start and by drawing attention to the purpose of your business will help inform step 2
Step 2 Develop a statement that answers the questions, “why does your business exist?”, ”Why are we here?” and "How are we making the world a better place?".
Step 3 The statement you created in step two becomes the starting point for what will become your brand story, and you'll need to write a one-page document to support it.
A great brand story is succinct and tells the narrative of your brand, including where you've come from and where you are going.
A great brand story must be true, authentic, and honest.
A great brand story must also be deep rooted in purpose. When there is a purpose driving your story, audiences engage. It invites the audience to be part of where you are going and should be written conversationally.
You are sharing what's in your heart, of why you do what you do, so, as a story, you must learn to tell it passionately and masterfully.
#branding #storytelling #ceos