Are you looking for ways to set the narrative for your brand and how others perceive it? Do you dream of building a personal brand that can resonate with your target customers? If so, then you need to work on building a story brand and creating a lasting impression for your consumers.
Doing so will help you generate more leads, see higher sales conversion rates, and ultimately build more customer loyalty with your company. In short: it ensures long-term success!
See below for an in-depth guide on how to build your business branding to tell a story and unlock a personal side.
- Specify Your Target Market
Listen, you can’t build a riveting story without someone to tell it to. The harsh reality is that your brand story won’t resonate with everyone. Even if your products help save the environment, some people (tragically) aren’t interested in them.
For that reason, you need to start this entire process by identifying your target market: the people with who your brand story will resonate.
The good news is that you don’t have to pay thousands of dollars or spend long hours online doing market research. In fact, this can be a helpful and fun exercise for your entire team!
Gather all your people in a room to come up with buyer personas. If you aren’t familiar with the term, buyer personas are imaginary avatars you create to get a better feel for your customers, where you’ll find them, what brands they gravitate towards, etc.
For example, let’s say you’re an eco-friendly clothing brand that came up with a buyer persona named “Ted”. Ted is a free-thinker who is between the ages of 20 and 40. He’s good at his job but primarily lives outside of the 9 to 5.
He’s involved in many different organizations that are geared towards preservation, and flocks towards clothing brands such as Patagonia, who prioritize clean materials as much as he does.
To appeal to “Ted”, your brand has to highlight its eco-friendly processes and mission statement for a cleaner planet.
- Create a Strong Logo
This might sound weird, but you need to create a logo that instantly tells your brand story the moment people lay eyes on it.
At first, that might sound impossible but think about brands like the aforementioned Patagonia clothing brand. As soon as you see the logo, you get that they’re an outdoor clothing brand that sees the world as a beautiful place.
One of the biggest tools for logo design is a method known as “color psychology”. Every color, whether you know it or not, sends subliminal messages to your brain when you see them. So the idea is to figure out the meaning of those colors and apply them to your brand’s logo.
For example, if your brand makes health-conscious food products, then using the color green can send messages of “health” and “growth”. Meanwhile, if you’re a digital marketing agency, you could use red to send a feeling of “excitement” and “youth”.
There’s also the use of offering start contrast to tell your brand’s story, such as how the FedEx logo has a secret white arrow in between the “E” and “X”.
- Create Awesome Promo Items
Nothing will get your target customers on board with your brand faster than company swag. But promotional items offer so many other benefits as well.
First, they can establish brand recall with your logo. Once a customer is handed a promo item with your brand on it, their mind will instantly recognize it wherever they go. It will also stay fresh in their mind for whenever they need your services/products.
Second, it can improve your marketing campaigns. For example, if you use branding with embroidery on a shirt, the customer that wears that shirt will be a walking, talking billboard to generate interest.
Get one of your shirts on a target customer and they’ll wear it where other members of your target market meet. Thus generating more buzz and curiosity into your brand and the story behind it.
- Create a Blog
At the end of the day, your company’s goal is to build a product or service that helps people solve problems.
The best brands are those that are able to tie their brand story in with the biggest pain points that their target market has. A blog is a great way to do both!
You can simply add a blog to your current website. For ideas on topics, just think about the most common pain points your customers have, then dedicate an article to helping them solve it. You can also create articles to tell your company’s story, which will resonate with your target audience.
- Use Video to Tell Your Story
There’s no denying that video content reigns supreme in today’s market. People see thousands of stagnant ads every day, so it would be hard for you to stand out from the crowd.
However, if you were able to create an attractive video to tell your story, it will connect with your viewers on a deeper level.
This also gives you the chance to interview your staff and your clients, making your brand seem more personable as well. It’s a win-win!
Building a Story Brand Has Never Been Easier
Now that you have seen an in-depth guide on building a story brand and the tips you can use to strengthen your story, be sure to use it to your advantage!