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. 

e.      Maintain the authenticity: When your brand shares it story, people must know that it is your story. It is about being honest, open and transparent. It will allow you to shine and also being consistent with the brand’s approach. Cultivate consistency while creating a ton of content.