By Bianca Vranceanu and Adrien Maines
It’s no secret that the digital market is filled with companies competing in the same industry. What makes a brand stand out with an overflow of information, choices, and intense competition? The answer is creating an authentic brand story. Storytelling is a powerful way to transform online presence, build trust, and win clients. We have helped many clients develop their brand guidelines to help tell a compelling and consistent story. Here are a few key attributes that can help you do the same.
Show Your Personality
Brand stories are not a sales pitch or ad; they are a consumers’ gaze into the company. The brand story should showcase how the company started and evolved to reach its current state. A recognizable brand must have consistent visuals, typography, voice, and writing style. Engage with the public and let them get to know you. Clients want to be inspired by a company’s growth and the team at the heart of the brand. Clients want to feel connected to the company; brand stories packed with personality make for a more memorable and engaging experience, increasing the likelihood of engagement and conversion.
When writing your brand story, aim to educate, enlighten and entertain by using an active voice, intriguing visuals, and a consistent tone.
This will make for more engaging content and visuals that are easy to understand. Avoid using technical jargon and acronyms that may be confusing for a prospective client. Personality is all about having a strong voice that matches the tone of your company.
Keep it Simple
Prospective clients are looking to identify how your company can address their needs. They want a straightforward answer about the unique services your company provides.
When crafting a brand story, stick to three main points: the problem, the solution, and the success.
This three-part model identifies why your company was founded, what purpose it serves, and how it has defined itself in the industry.
When writing the brand story, reflect on how the industry looked before your company existed; what were the problems and inefficient methods? Delve into why your company exists and why it was created to solve a problem in the industry. By telling this story, the consumer will feel the brand is trustworthy.
Remember to consider how clients may feel when reading the brand story – they want to know that their need is validated and there is hope for a solution.
Next, explain what makes your company unique. For instance, highlight the successful outcomes that are a result of your company’s process, or highlight your people and what makes them unique; this can inspire your audience and deepen the connection.
By sticking to this structure, clients will understand the key points of your brand’s story. Its concise nature will limit potential confusion and be easily digestible for the client.
Make the Connection
The overarching goal of telling your brand story is to connect with consumers.
Your brand story should tell clients you relate to them, that you understand their needs, and that you can offer effective services.
The brand story should invite clients to engage further and connect with a representative. Connecting with clients requires understanding your company’s target audience and their needs from a consumer standpoint. Solidifying these two fundamental aspects is critical to creating an engaging story to coincide with your brand.
Your brand story is a powerful tool to win over clients. It should catalyze client connection. A brand story is the consumer’s first impression of your company; a story with a strong voice and memorable personality will leave a positive lasting impact on clients. Your brand story must demonstrate your company’s values and mission to convince clients they will receive the best services if they work with you. By following these guidelines, your company’s story will be guaranteed to win clients and help drive recognition and profit.