Telling Your Brand’s Story

It is true that a business exists to meet a need and eventually profits from doing so. However, successful organizations understand that recruiting brand ambassadors in the form of customers who share a connection with them helps them achieve their revenue goals even faster. One way they do this is by consistently selling a compelling brand story. A popular example is Apple Inc., makers of iPods, iPhone, iPad, Mac computer including a range of other accessories and digital content offerings. It is said that Apple forms the knittest bond with its customers compared to any other brand.

Apple users are loyal. They do not only love the company's products in spite of its premium pricing, but they also enjoy a certain social pride that comes from being associated with the brand. While most Apple users say they love Apple products amongst other reasons which include functionality, sleek design, ease of use plus the superb user experience they enjoy, they do admit that being associated with the brand makes them feel good about themselves. Worthy of note is that Apple's brand message continually communicates simplicity, inclusion, innovation, passion, style, hopes, even liberty! Apple consistently communicates how using their products make their consumers better people. This emotional strategy of fostering connections has favorably flowed into their bottom line. The company reportedly makes $1, 444 in profit per second!

 A brand's story is an expression of the essence of a business entity- who they are; what they do and what they stand for in a narrative that resonates with its audience. One key strategy for this expression is the use of storytelling techniques to convey this narrative.

We digest information better when presented in the form of stories. A good story does not only catch our attention, but it also keeps it! It allows us to live in the plot thereby fostering empathy with the characters. More so, it sticks to our minds translating to memory we may never forget. Hence, a brand that needs its audience engaging with them deeper than on a mere transactional level may consider incorporating storytelling techniques into its marketing strategy.

Take, for instance, a person launching a product may push it to the market in a manner that places sole focus on its functionality using terms and jargon that their target audience may not fully understand. But, introducing a human element to this mix by sharing the journey and inspiration behind the product will make potential customers who share in similar struggles even more interested in what such business has to offer simply because they relate. 

 It is important to note that a brand's story encompasses a narrative. It is often told through its actions. This is where authenticity, integrity, and consistency come to play. A brand should align its values to the story its sells if it wants to win customer trust. A store luxurious store selling low-quality products at a premium price is not in alignment. Brands should ensure that all of their touchpoints (points customers interact with a company-from product itself, packaging, websites, blog, customer service, social media pages, offline store, etc) all speak the same language!