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How can you tell an engaging brand story?

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Brand stories are more than just catchy slogans or flashy logos. They are the narratives that connect your customers to your values, vision, and purpose. They are the stories that make your brand memorable, relatable, and trustworthy. But how can you tell an engaging brand story that resonates with your audience and stands out from the competition? Here are some tips to help you craft your brand story and message.

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Kris Wood

Hands-On Founders, transform your business into a brand with clear purpose and unstoppable focus—in just 60 days

1 Know your audience

Before you start telling your story, you need to know who you are telling it to. You need to understand your target market, their needs, wants, challenges, and aspirations. You need to know what motivates them, what influences them, and what emotions they experience. You need to create buyer personas that represent your ideal customers and use them as a guide for your storytelling. By knowing your audience, you can tailor your story to their interests, values, and pain points.

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Kris Wood

Hands-On Founders, transform your business into a brand with clear purpose and unstoppable focus—in just 60 days
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Crafting an engaging brand story is an art and it starts with truly knowing your audience. Understanding their needs, motivations, and challenges is the first step in tailoring a story that resonates with them on an emotional level. When you know your audience intimately, you're able to weave a narrative that mirrors their experiences, hopes, and aspirations. Your brand story should not only reflect the journey of your brand but also intertwine with the journey of your audience, creating a meaningful connection. Remember, a compelling brand story isn't about the brand itself, it's about the people it serves.

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2 Define your core message

Your core message is the main idea or theme that you want to communicate through your brand story. It is the essence of what your brand stands for, what you offer, and how you make a difference. Your core message should be clear, concise, and consistent across all your channels and touchpoints. It should also be relevant, compelling, and unique to your brand. Your core message should answer the questions: Why does your brand exist? What problem do you solve? How do you do it differently???????

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3 Create a narrative arc

A narrative arc is the structure or plot of your brand story. It is the sequence of events or actions that lead to a climax and a resolution. A narrative arc helps you create a sense of direction, tension, and emotion in your story. It also helps you connect with your audience by showing them the journey of your brand, the challenges you faced, the solutions you found, and the results you achieved. A narrative arc typically consists of four elements: exposition, rising action, climax, and falling action.

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4 Use storytelling techniques

Storytelling techniques are the tools and methods that you use to make your brand story engaging, captivating, and memorable. They include elements such as characters, setting, conflict, dialogue, imagery, metaphors, and humor. They also include strategies such as showing rather than telling, using sensory details, creating a hook, building suspense, and using a call to action. By using storytelling techniques, you can bring your brand story to life and appeal to your audience's emotions, senses, and imagination.

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5 Share your story

Once you have crafted your brand story and message, you need to share it with your audience. You need to choose the right channels, formats, and mediums to deliver your story effectively and efficiently. You need to consider where your audience is, how they consume content, and what they expect from you. You need to use a mix of online and offline platforms, such as websites, blogs, social media, podcasts, videos, events, and testimonials. You also need to measure the impact and feedback of your story and adjust it accordingly.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Kris Wood

Hands-On Founders, transform your business into a brand with clear purpose and unstoppable focus—in just 60 days
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Brand archetypes are a powerful tool that can guide your storytelling by providing a robust framework of universally familiar characters. By identifying and leveraging your brand's archetype, you can create a consistent and compelling narrative that resonates deeply with your audience. Your brand archetype acts as a compass for your messaging, aiding in shaping the tone, voice, and personality of your brand. Whether your brand is a Hero on a mission or a Jester spreading joy, archetypes infuse your brand story with an authentic, emotional connection that transcends cultural and societal boundaries, making your narrative not only unique but also relatable and memorable.

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How can you tell an engaging brand story?

1

2

3

4

5

6

1 Know your audience

2 Define your core message

3 Create a narrative arc

4 Use storytelling techniques

5 Share your story

6 Here’s what else to consider

Brand Strategy

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How can you tell an engaging brand story?

1

2

3

4

5

6

1 Know your audience

2 Define your core message

3 Create a narrative arc

4 Use storytelling techniques

5 Share your story

6 Here’s what else to consider

Brand Strategy

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