What is a brand story and how can you get started?
Every brand, regardless of industry, has a story to tell. Whether it’s how your company came to be, or your continued focus on activism within the community, your brand story is a powerful tool for public and private companies alike. There is a power within storytelling, and one that your business should put to great use.
But what exactly is a brand story?
Your brand story represents not only who you are as a business, but what you stand for as an organization. This brand story seeps into everything your business does, from decisions you make at a leadership level to how you invest your dollars within the community. It should define the purpose of your business.
Here is a great example of a brand story from TOMS Shoes. This specific page on their website explains how TOMS came to be, how the brand gives back within a global community, and how customers can take part.
Consumers and clients want to connect with your business, and a brand story can help create this connection.
Building a brand story requires four key steps.
1. Discover your “why”
Questions to ask yourself when determining your “why” could be:
Why did your business get started?
Why are you motivated to go to work every day?
What do your employees think your “why” is?
Remember, you don’t have to reinvent the wheel. You’re why may be just delivering impeccable customer service as many companies have focused on. If you do have a unique perspective or a compelling story, share it. Just ensure it is a passion that your customers or clients can get behind.
2. Document your “how”
This could be in the form of initiatives that allow you to give back to your community, or it could be to implement an award-winning employee-focused strategy. Define how you will tell your story.
3. Deliver through your digital channels
4. Be consistent
There are so many facets to determining and delivering your brand story. The most important consideration is to form your story together with your leadership and executive team, with your business founders, if available, and with a trusted partner to help lead the way.
For great examples of brand storytelling and identities, check out our past work here.
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Innovation is at the core of Emergent BioSolutions’ brand story, with a call to “go higher, faster and farther”. We’ve helped Emergent tell their story of being the first to market with innovative solutions, the go-to company to product development, and a cutting-edge innovator in technology. This brand story is communicated through the company’s website and publications as well as graphics throughout their offices and labs which we have produced over a decade long relationship.