When you think of brands like Coca-Cola, Nike, Apple, or Walmart, what comes to mind? For most people, it’s the story of the brand. A strong brand story can make or break a company. It can create loyalty among customers and inspire employees to give their best.
Your brand is more than a logo, it’s an experience that your customers have with your company. And like any good story, your brand has a beginning, middle, and end. The beginning is where you introduce your brand to the world and explain what it stands for. The middle is where you engage with your customers and show them what your brand is all about. And the end is where you wrap everything up and explain what happens next.
But, before discussing step by step on how to write your brand story, let’s talk about 5 common mistakes people make when writing their brand stories:
1. Starting with the company history instead of the customer’s problem
Your brand story should start with the customer’s problem, not your company history. Why? Because people don’t care about your company, they care about themselves. They want to know how you can help them solve their problem. So start your story with a customer-centric perspective, and then gradually introduce your company and its history.
2. Focusing on the features instead of the benefits
When you focus on the features of your product or service, you’re talking about what it is, not what it does. And that’s not very interesting or compelling. Instead, focus on the benefits of your product or service. What are the outcomes that your customers can expect to achieve?
3. Writing in a corporate voice
Your brand story should be written in a customer-friendly voice, not a corporate voice. Why? Because people don’t want to read about how great your company is, they want to read about how great they can be. So write in a tone that’s engaging and helpful, and avoid using jargon and corporate speak.
4. Focusing on the product instead of the customer
When you focus on the product instead of the customer, you lose sight of the most important thing: the customer. Remember, people don’t care about your product, they care about themselves. So always put the customer first in your brand story.
5. Not having a clear structure
Your brand story should have a clear structure, with a beginning, middle, and end. This will help keep your story on track and make it more compelling to read.
SEVEN TIPS ON HOW TO AVOID THOSE MISTAKES
Now that you know what to avoid, here are seven tips on how to avoid those 5 common mistakes in writing a brand story. You also can read my previous post about 7 Tips to Make a Compelling Brand Story:
1. Start with your brand’s origin story
Your brand’s origin story is a great place to start when creating your brand’s story. What inspired you to start your business? What challenges have you faced along the way? Share the story of your brand’s journey with your audience.
2. Create a hero’s journey
Most good stories follow the hero’s journey, in which the protagonist goes on a journey of self-discovery. Your brand’s story can follow this same pattern, charting your progress from start to finish.
3. Engage all the senses
A good brand story should engage all the senses, evoking images, sounds, and emotions in the minds of your audience. Make sure your story is rich and multi-layered.
4. Be emotionally charged
Your brand’s story should evoke strong emotions in your audience, from happiness to sadness to anger. Make them feel something!
5. Tell a human story
People love stories about people, so make sure your brand’s story is relatable and human-centered. Share the stories of your customers and employees, and show how your brand has made a difference in their lives.
6. Use storytelling techniques
To make your brand’s story more engaging, use storytelling techniques such as cliffhangers, symbolism, and metaphors. These devices will keep your audience hooked until the end.
7. Be consistent
Make sure your brand’s story is consistent with your overall branding and messaging. Everything you do should reflect your brand’s story – from your website to your social media posts to your advertising.
By following these tips, you can create a brand story that’s more compelling and engaging for your customers. And that’s what will help you stand out from the competition and build a successful brand.