Long ago, before the wind whispered and the sun shone, there were words, and in the comments, there was power. And, as a result, storytelling was born. See how I had your attention? How I reeled you in with a captivating narration? That is the magic of storytelling. A tool that you can use to gather a crowd for your business and captivate their minds
Storytelling is highly effective in any business. Stories capture the attention of your audience and make your business relatable. The art of storytelling is so valuable for rebranding. An essential part of any rebranding strategy is to develop and tell a good brand story. Some people are loyal to brands solely because of their stories. For instance, that local coffee shop that you prefer over a nationwide coffee chain. Or a healthy organic restaurant with a penchant for healthy meals over fast food. They are loved because of stories that emphasize the values they share with their customers.
To make a lasting impression, your brand needs to be memorable and relatable. It needs to impart your company’s personality and emphasize how unique it is from the norm, and you can achieve this with a good story.
Stories work exceptionally well in the digital age, where people are flooded with advertising and marketing messages all day long. Your story, the captivating narration you come up with will help your brand cut through that noise.
Your brand story is the genesis of your company. It tells why you founded it and how you grew it to its current state. It might include things like:
- How you grew from humble beginnings and overcame overwhelming odds.
- How you stuck with your principles when selling out would’ve been easier.
- How you solved a problem and then decided to offer the solution to the world at large.
- How you want to change the world and why you’re trying to do it.
Weave your story around your ‘why, and let your ‘why’ be the anchor that rests in the minds of your potential customers.
And the good news is that everything you need for your rebranding story is in your mind and head. You do not need to start from scratch; you have nothing to fear, dig deep and let the stream of your story flow.
Try and try again. Brainstorm several story ideas. Write a few different versions of the basic story that emphasize various aspects of your business. If you’ve already clarified your unique value, write a story that explains this along the way. You may also write a few different versions to appeal to different segments of your market.
Once you’ve chosen the right one, simplify it, so it gets straight to the point. Give it the “so what?” test. When people are reading your story, they’re thinking, “so what?” In other words, “What’s in it for me?” of course, the story should be about your company, but it should also tell the reader what they stand to gain from this.
A good brand story is straightforward and easy to understand. Once you have it finished, decide when and where you’ll use it. Manipulate it to suit your needs. Create shorter and longer versions of it for different occasions. Integrate this into your branding and watch how it will drive home the unique value you offer.