Essential Ingredients of Brand Story
What crosses your mind when you hear ‘Brand Story’? Well, a
convincing, compelling and relevant for building a good brand reputation and
touch the emotional chords of the customer’s mind & heart.
Besides, brand story should also be personal and simple to
convey. The customer must feel special and celebrate with the brand. Beyond
that, the story should be meaningful and relevant, conveys the message of
positivity and goodness among audience.
The effective story is one which do not lie or make fake
promises throughout the brand story. The brand should be authentic which will
help in achieving what story aims for. In order to survive in the highly
competitive business environment, the brand must speak truth and deliver what
it promises.
What are the mandatory ingredients a brand story must have?
a.
It should be meaningful: Every brand has to deal
with content shock. There are million brands who are competing for attention
and trying every move to wave off their competitor from the market. This is the
reason why infographics or interactives started to churn out. Brands are
concentrating more on what they want to create instead of focusing on what
people care about.
Few questions need to keep in mind while carving a story:
Ø
Why I want to tell this story?
Ø
What’s the USP of my brand?
Ø
What value it is going to provide to my
audience?
Ø
What my audience should take from this?
b.
Personal touch: Brand storyteller must tell all
sorts of stories. It can entertaining, inspirational or educational. But the
story can only get impactful, interesting and relevant then add a personal
touch to it. It not only pique interest but draws their attention a well.
Just remember before compiling a story that:
Ø
How your brand can improve their life?
Ø
Why audience must invest their time in your
story?
c.
Don’t forget the emotional angle: Well, a strong
brand story stimulates emotion and empathy. It is not about what you do but how
it is going to affect lives of people. The emotional hook of the story always
lead the story. It triggers the emotion in the first paragraph of a blog or
first few seconds of video. Lead your story with challenges or issues is an
innovative way as conflicts create a stress or intrigues the reader/ audience
to move ahead with the story. Powerful statistics, personal anecdotes or
provoking questions are effective as it ends with a satisfying resolution.
d.
Beat with simplicity: One of the common mistakes
in brand storytelling is saying so much. Keep it sweet, simple and short. Try
to maximize the emotional attachment than bombarding people with different
stories. You can explain big issues faced by healthcare industry and how such
issues affect real patients. In short, concentrate on one problem or one person
at a time so that it doesn’t distract the reader or viewer.
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ReplyDeleteThis article offers valuable insights into the essential elements of a brand story. I completely agree that a compelling, personal, and emotionally resonant narrative can deeply connect with customers, making them feel special and invested in the brand. In today’s competitive landscape, where content shock is real, brands need to focus on delivering authentic stories that reflect their core values. It’s particularly important for businesses to maintain simplicity and avoid overwhelming their audience with too much information.
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