A good storytelling strategy is a game changer. It makes your band dynamic and as we know, static brands are doomed to wither away.
Most of the business owners and marketers are so focused on the details that tend to forget about the big picture. Step back, reset the way you look at your company and think it’s the first time you look at each other. Think of it as a whole to figure out what your story is.
Here are 3 tips from the logo design platform 99designs, to help you make a great brand story:
1. Know who you are. Celebrate what makes you different.
Business storytelling can generate brand awareness, but also lead to conversions, sales and increased brand equity. But to achieve that, you need to know yourself. Your company is much more than a money maker. It’s good to explain what you do for a living, but there are probably many other companies offering the same services. Think about why you are doing it. What’s your mission. What makes you different.
Think of your company as a living, breathing personality. If you think this is hard to do, here, we’ll offer a four fun exercises that can help you envision your brand as a multidimensional entity that will, help you create a unique and successful brand identity.
A. Your brand walks into a party…
Imagine your brand gets invited to a party. Of course you want to connect with other guests in a memorable way. What would you say? What would be your approach? Quiet, or boisterous? Would you talk about technical and specialized subjects or would you try to be accessible to all? Write down the words that describe how your brand would act to mingle.
B. 20 things about you.
Imagine your brand as a person, make a list of 20 things that your brand might say about itself. Take a cue from Internet memes, quizzes and lists to come up with these quirky and interesting tidbits. And be creative! Once you get into the right mindset, the items should flow more freely. When you’re done, look back at the list and see what common characteristics you find. Is your tone serious or silly? Are your facts straightforward or more abstract? Grouped together, these details will begin to create a picture of your brand’s personality.
C. If you were an animal…
The spirit animal, it’s not only an ancient concept, but one that has proven very successful in the world of modern marketing and advertising.
The Mustang is among the longest surviving brands in automotive history. The horse at full gallop, mane flying in the breeze, is evocative of the brand’s desire to capture the freedom of the open road and the independence of the American spirit. Try thinking of what animal might personify your brand. It can be an actual animal (like Japan Airlines’ heron) or even something mythical (like Saab’s crowned gryphon head). The point is to bring out the characteristics that most define your brand—such as speed, innovation, daringness, security, or strength.
D. If you were someone else…
Animals not working for you? Try thinking of your ideal brand spokesperson. This could be anyone from an “everyman” to a well-known celebrity. Think about the way they would speak, dress, and present themselves, and how those elements would connect with your consumer. Would they offer a reassuring hand, or a bold new direction? Would they emphasize networking and communication or individual creativity? Jot down the personality traits your spokesperson embodies.
Whether you chose one of these methods or all four, you should have a pretty solid list of brand characteristics at this point. These words will help you define your brand’s own distinct personality—an emotional thumbprint that consumers can easily identify with.
2. Know your audience. Celebrate that your brand makes a difference to them.
First step is looking to yourself, but that’s probably the easy part. Now you need to get to know your conversation partner. They are the ones who were invited to the party we were talking on the first step. And be realistic, don’t focus on your ideal audience, focus on the real one.
Once you handle the frustration finding out that your dreamed buyer doesn’t match with the one you’ve got, follow this two basic rules:
- Think first about the stories that your audience will like to hear. Your audience is already listening to you, tell them a story that matters to them.
- Your real story is made out of thousands: your customer’s stories. Make their story, your story.
3. Tell it to the world
The best storytelling is the one that finds the balance between step 1 and 2. You will find that most of the times, what you want to express, does not meet what your customers want to hear. If your audience does not feel attracted to your story, it becomes irrelevant. But at the same time, wooing them by telling them just what they want to hear, will give you no voice or personality.
Now you know what you want to say and to whom, then… go ahead and tell your story.
This is a guest blog, written by Camille Franc from 99designs, the world’s largest online graphic design marketplace.