Good Branding is All in the Story

Back before people were glued to their cell phones, in a time where families spent evenings huddled around the TV watching their favorite nightly programs, brand story-telling was done a little differently. Organizations in that era had a harder time initially reaching their audiences (mostly because it was super expensive), but once they did, attention was easy to capture. Today, things are reversed. With devices projected to outnumber people three to one in the year 2021, it’s never been easier to reach an audience, but holding their attention is where the challenge lies.

That is why it’s more important than ever to absolutely nail your brand story. Think about it, if you can’t connect with people over what you’re doing and why you’re doing it, what’s stopping them from turning to a brand that will?

The obvious answer? Nothing.

So, what makes for a good brand?

When thinking about successful brands, Nike, Coke, and Apple are usually the first to come to mind. While there are a lot of factors that have made these brands legendary, two of the largest commonalities are their authenticity and consistency. Each of these brands have successfully promoted more than just a product throughout history, they have evoked emotion. Whether it be the courage to just do it, the warmness of opening happiness, or the boldness to think different, these brands have stood the test of time by making their purposes feel genuine.

How do you tell your story?

Every organization is in a different place. Maybe you’re a new business that’s still trying to figure out how to tell a compelling story. Or maybe your organization’s story needs a little revamping to better resonate with the modern audience. Whatever the case may be, it’s necessary to understand the elements that make for a great brand story.  After all, it is the story you tell that will inspire your audience to choose you over their other options.  Key elements to telling a great story include a clearly articulated purpose, a motivational factor that transcends products and services, and an opportunity for the audience to take part in the experience.

As an example, Blue Apron does an excellent job of incorporating these elements into their story. While we do not believe that this style of video is the best choice for most companies (overly-produced, real-life videos are expensive and quickly become dated), this video definitely leaves viewers with a better sense of the company’s greater mission and the value they drive for their customers. It becomes clear that Blue Apron prides its self in “making incredible home cooking accessible to everyone” which not only articulates a general purpose but provides the audience with the feel-good emotions associated with home and cooking with family.

What types of tools are best for story telling?

After you have established your brand’s unique story, you need to present it in a way that ensures the right people will hear it. For many organizations, this will require a video as 85% of the US internet audience prefers them. Unlike the Blue Apron video, Motion-graphic videos are a great option for companies looking for a more versatile tool with a longer shelf-life. For other organizations, additional tools like infographics, illustrations, and even games will be needed to engage the audience beyond surface levels.

As you think about the best way to tell your brand story, there are many factors to consider. Between finding your specific target audience, discovering your greater purpose, and crafting messages to bridge the two, it can be difficult.  So, if you need some help writing that perfect story or creating the right tools to tell it, let us know, that’s kind of our forté.

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