Some organizations have been around for decades, even more than a century. When we read their historic timelines or view a documentary on their business, we learn much about the founder, his passion, the need he saw in creating his business, and how the business evolved over the years.
We thrill to see the advancement, changes, and tough decisions, even the heartbreaks, which have shaped the business to what it is today. We love backstory. And often we never look at a product or brand the same way again once we learn the real story.
Maybe it is because growing up we loved bedtime stories. We got excited when we read about the characters — their faults, their quirks, and their adventures — and could not wait to reach the end when all would be well. Because, well, we love happy endings.
We still love stories with happy endings. The story behind the growth of an organization helps us view them as human. And often we see ourselves in their narrative, especially when the founder and the business start from nothing except a great idea.
Your company’s brand story has everything to do with who you are as a company. It shows consumers if they belong to your target audience. And it helps future employees to know if they align with your principles and culture.
In effect, your story tells the world what you are all about and whom you serve.
How important is your brand story? What is its purpose? And what are the key elements on which you should focus your story?
Purpose of a company’s brand story
The purpose of your brand story enables you to forge an emotional connection with your audience by building a trusting relationship with them.
In answering the purpose of a company’s existence, we ask why. Why did you start your company? Why do you offer your services and products?
Also, the what. What is your passion and driving force? What changes do you seek to make?
Our company’s brand story answers those questions in a meaningful way. We take our audience on a journey through time and target the heart, both the heart of the company’s existence and the emotional attachment we are trying to form with our audience.
Your story helps to build awareness of who you are and from where you came. You seek to attract a specific audience, customer base and clientele, and your story targets people who are just like you.
The success of your company also relies on a productive workforce of loyal employees. Your story attracts the kind of employees you desire to help you innovate and remain appealing to your customers.
Your brand story is also effective in qualifying your stakeholders and investors. They are people who see a future with your company and have confidence in their investment, both in time and financially. If you and your investors share goals, they are more apt to partner with you.
Most importantly, your customers will view your brand and your products in a different way than if they simply saw your product on a shelf. When they learn the true story, your impact on their lives is deeper, and you have built trust with your buyers.
Key elements to use to highlight your story
There are four key elements to highlight and elevate your brand story for your company.
The first, as discussed above, is: What is the purpose of your story?
Answering why you exist, what the passion is behind your business, what need you answer with your work, and what changes you seek to make, shapes your purpose.
Second: What is the trend connection?
You need to know who your audience is and why. Then you must answer what their needs are and how you are fulfilling them. When there is change, how will you pivot?
Third: Authenticate your emotional connection.
When you understand the needs of your audience, you next have to determine how you relate to them. Share what obstacles you overcame in building your business, as well as the lessons learned and the solutions you created. Often, we have what I call an “aha” moment when all your ideas and solutions clicked. All of these tap into people’s hearts so you can emotionally connect with them. We typically buy based on emotion.
And fourth: Meaningful value proposition.
Here you are authenticating your value to your consumers and why you are the right person or company to bring about change. By sharing your experiences, you also emphasize your expertise. And ultimately, you want to be attractive to your audience, which also helps you stand out from your competitors.
Your company’s brand story helps to build awareness of who you are and from where you came. The purpose of your brand story enables you to forge an emotional connection with your audience by building a trusting relationship with them. It also helps you attract the right employees, stakeholders and investors. By highlighting the purpose of the story itself, understanding the trend connections, strengthening your emotional connection with your audience, and authenticating your meaningful value proposition, you effectively tell your brand story.
Need help telling your business or author story? My brand training helps you live your brand by recognizing your story and learning how to use it effectively to enhance engagement and increase sales. Find out more here and book a call with me!
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