Brand storytelling is an essential part of any business looking to not only attract customers but to also connect with them. A brand that tells and shares a story is more likely to connect with its audience more so than a brand that doesn’t tell a story. The brand awareness that you generate from brand storytelling can be beneficial to future business growth.

Today’s business world now sees people trying to connect with the businesses they wish to purchase or deal with. If they don’t feel that connection with the business then they likely will not gravitate towards them in the future. Brand storytelling is an important part of the inbound marketing experience, so it is important to know and develop your brand’s story. 

What is Brand Storytelling?

Brand storytelling, in simple terms, is the narrative you use to connect with your customers based on the values you both share. For example, if your brand is all about positivity and pets, and your audience is all about being happy and pet-friendly, then you are likely to connect with them with your brand’s storytelling. 

A brand’s storytelling ability is defined by its brand’s story. A brand’s story consists of what they do, who they are, why they do what they do, history, mission, and goals. All of these factors play a role in helping a customer see how they can connect with a brand. If they share similar values, they will be more inclined to buy from that business. The trust and connection those customers have with a brand play an integral role in their decision-making process. Be sure to nail down the storytelling process before you decide to share it with your audience. 

Client Success With Brand Storytelling 

To give a good real-life example of a brand that has utilized great storytelling in its marketing strategy, we’ve decided to highlight one of our clients. This client is called Day Break Coffee Roasters, you can find their website here, and they’ve been able to connect with their target audience on a deeper level than most through their storytelling. 

On their website, they specifically have a button called, “Our Story”, which will redirect visitors to a page on their website that guides them through their story. In there, they talk about who they are, what they do, and how they get their product to the customer. On that same page, they go a little bit in-depth on each of their questions telling the visitors more specifically how they answer each question such as the “What We Do” section. 

To add to their story, they say that they take annual trips to major coffee countries and sample their products. They do this to ensure that they are of the high quality they’d like it to be so that their customers will enjoy it as well. To further give that personal connection with their audience. Day Break also has a journey tab on their website that visitors can click through to read about some coffee recipes from around the world! Heck, they even provide recipes to those recipes so that other people can try and recreate them for themselves. 

Day Break takes that extra step to connect with their audience rather than just get them to go and purchase their products. Their messages and goals are transparent to show their audience what they are going to get from doing business with them. Don’t be like a lot of brands who just have one goal in mind which is to get customers to purchase their products. Instead, connect with those customers and maintain that relationship with them even after they’ve already purchased with you. Who knows, their experience with your business can lead to them driving more people to it. 

Questions To Help Create a Great Brand Story

To help create your own brand’s story, you need to ask yourself a couple of simple but important questions to help better define your business. With these questions, you can have a better idea of who you are and how you can help your target audience. The questions below will do just that. 

Who Are We?

A simple question but one that requires you to be introspective, asking yourself, “Who are we?” can give you lots of different answers depending on the people you ask. What you say tells your audience what it is that you offer to them and what your values are. It sets the tone for your potential relationship with them as it is like a first impression. Just like any first impression, you will want to make sure it is a good one because if it isn’t, then you might lose out on potential opportunities. 

What’s Our History? 

Knowing your brand’s history can help get you in touch with your humble beginnings and how much things have changed since then. Plus, people just want to know the history of your company and what you have been doing throughout those years. People like to know how a business came to be compared to how it is now. Who knows, some people might develop a connection with your business if they feel that they share a similar story.  

When Have You Failed?

At some point, we all fail. We’re all human so that shouldn’t be too surprising. Just like humans, businesses run into some failures at some point in their existence. Don’t just sweep those failures under the rug though. Instead, try and see what you learned from those experiences and how they have changed your business for the better. Showing off this more human side of your business can build that stronger connection with your audience. They will see that your business is more than just a machine that uses people as robots to keep it running.

What Do We Do?

Another important question to ask yourself as a business is what is it that you do? Everyone has their niche and industry that they offer their products and services. It is important to let your audience know what you do so that they know what they are getting from you. If they don’t know what they are getting from you, then they might be confused about who you are and what you do. This confusion can put customers off from your business, which is something that you’d like to avoid. 

How Do We Do It?

Learning how you do something can help you streamline your processes. If processes are already streamlined and don’t need fixing, then you can just let your audience know how you do things. Being transparent with them on how you operate and the ways it affects them can build more on that trust they have with your brand. 

These questions can help you come up with your brand story and tell it to your audience. Audiences will learn more about your brand as they read through your story. From there, they can see if they have a connection to your brand, and start developing that relationship. This can help with referrals and growth for your brand in the long run. 

Start Sharing Your Brand’s Story

Your brand’s story is an important part of your brand identity. With a brand story in place, you can begin to engage in brand storytelling to communicate with your audience. Getting your audience engaged with your business is an integral part of business success and growth. Without engagement, then you might see a loss of brand awareness, which is bad news in today’s seemingly limitless world of businesses.  

Need help in your branding efforts? Wundere strives to tell YOUR story! Contact us here to see how we can help improve your business’s experiences!

Further Readings

For more information on this topic check out 4 Keys to Remarkable Brand Storytelling written by our Friends at Toptal.