Brand Story: The secret to a successful content strategy

There is no brand without a story.?

People love to hear stories that they can connect with.?

Every story you tell holds the key to spurring emotions that can make people feel loved, excited, happy or sad.?

A brand story should stimulate and inspire your audience; a story that makes them feel that your brand is the place where they belong.

What is your brand story?

A brand story is not what you do or how you do it. It is not the tagline or the logo that represents your brand. It is something that started long before your product or service became a hit.?

While brand storytelling is the daily conversation between your brand and audience, the brand story is the foundation of that storytelling. It is the story behind the 'what' and 'how' of your company.

One of the biggest lessons we have learned is that every company has a compelling history but they do not utilise it to the fullest, and their brand content marketing strategy always has a missing piece.?

Brand history holds the key to future success

Companies don't start off as Nike, Apple, Coca-Cola or Microsoft. They might be a manufacturing company, a humble tech startup or a building contractor at the beginning of their journey. But the brand story has the power to influence the minds of the people and shape the core of your content marketing strategy.

Let's have a look at how your brand story weaves into your success story at all levels:

1. Sets your brand apart?

A brand story is the personality and aura of your brand. It tells your potential customers about the passion that drives you and your employees to come back to work every day. What is it that distinguishes your people from the employees working for your competition?

A good example of this is Nike, a brand that tells stories that connect with the audience in a much more meaningful way than just providing them with a pair of branded sneakers or workout gear.

One of the best campaigns of Nike is Equality. It talks about the vision of the company to act as a positive force of change in society, offering more than just a good product to the athletes.?

The inspiring campaigns of the brand invite the users to become a part of a movement to bring a social change by wearing their products or engaging on social media.

Screenshot of LeBron James in Nike's film, "Equality"

2. Inspires your mission statement

The majority of entrepreneurs build a business with a zeal to solve a problem, a perspective that nobody has come up with. They are not inspired by the money that new business brings in. They are inspired by the impact their solution can make on the lives of the people. This is the perspective that guides the unique mission statement of the brand.?

TOMS shoe brand story is another great example of how your brand history can translate into the absolute mission of your brand. The website talks about how the founder Blake Mycoskie witnessed the difficulty faced by children growing up without shoes on a trip to Argentina in 2006. "Wanting to help, he created TOMS Shoes, a company that would match every pair of shoes purchased with a new pair of shoes for a child in need."?

As a brand that owns its brand history, TOMS is an example of how a brand story can guide the unique mission of your company.

Photo courtesy of Michael Kovac/Getty Images for Toms

3. A unique marketing strategy

The journey of every entrepreneur is an amalgamation of success, failure, setbacks and lessons learned that make the brand what it is today.?

Telling the story of the people who made your brand, their motivations and their journey along with you can add an exceptional appeal to your marketing. Having a story that gives customers the assurance of why they should trust you makes a huge difference.?

The secret to a successful content marketing strategy

The brand history and its story can influence:

• Brand personality - The story of the brand can set the brand tone and the about us on the website defining the values that come from its roots and the goals it has for the future. In short, it contributes to the overall narrative of the brand.
• Educational posts - You can weave your brand story into your blog posts or podcasts using your journey of growth as an as learning in the form of case studies or how-to posts for the audience.
• Social media strategy - Your brand story can make way into a greater mission setting a tone and mass appeal for your social media.

However, it is important to note that not every digital media campaign or initiative will tie back to the history or story of your brand. Your brand story is just a foundation and not a tale your customers get tired of listening to. But if your brand story is well aligned with your brand personality, every content you come up with will directly or indirectly stem from the roots of your brand history.?

Each of us has a story to tell about how you reached where you are today and so does your brand. Dig into the inspiration behind your business, the milestones, the first client, the first office, the first setback and every important part of your history that brings you to a unique brand story.?

Go back to your roots to find the future you desire!?

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