How to create an effective brand story.

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We all want our customers to stick around. We want to reach out to people who’ll talk about our brand for us and who’ll love everything we do, right? We all know that our best customers are repeat customers.

But what makes people come back for more? Well the key is in your brand story. Think about your brand as if it were a personality. When you meet a new person, especially one you think is interesting, you want to get to know them. You’ll start by asking them about their job or hobbies or what they’re interested in. If they’re a cool person, they’ll help you out by telling you all about themself. They’ll conjure up a conversation and ask you about you too.

And if everything goes well, you’ll get a fairly good idea about who they are, what they like, a bit about where they come from and maybe some other anecdotal tidbits. And by then you’ll have decided if you want to get to know them better or not.

This is how business owners should see their brands. More as personalities than just a product or service. This is what differentiates you from your competition. Your ability to share insights about who you are, what you do, why you do it, what you believe in, etc.

This personality needs to shine through your social media marketing, your website, your customer relations, your packaging, everything that encompases your brand. It’s about telling your story as if your business were a person at a party. Tell those anecdotal tidbits about your past, share what you value and what you do in your spare time.

Here’s a few ideas you could implement that would better tell your brand’s story:

  • Try mixing a few personal (but on brand) posts into your social media marketing. Or better yet - behind the scenes images or stories.

  • What about adopting more personal messaging on your website, talking to people, not at people

  • Launching a new product? How about documenting the whole process and using the content for your blog or newsletter emails.

  • Consider becoming more authentic and real, by creating your own in-house imagery instead of opting for stock imagery.

  • Work with local artists and illustrators to craft one-of-a-kind packaging or print materials.

Charlotte Fosdike