How to create a Brand Story.

People do not buy products and services. They buy stories and relationships. People do business with people.

I love a good story. When someone shares an experience with me it puts my whole brain to work and if it is told well I will remember it.   

Your customers are making choices and buying decisions every day. These decisions are often made as a result of what comes to mind first. If you can tell a story about your business that gets remembered, well then your product or service becomes top of mind.

Your brand story begins when a customer hears your name or sees your logo for the first time. The signals you send out about what you do and what you stand for build a picture of your brand.

However, your story is not just what you, yourself, tell people. It is also what they believe about you, based on the signals your brand sends. Everything you do, each element of your business, is part of your brand story. Everything from your logo design and marketing material, to your team or staff.

Creating a brand story is the best way to differentiate your business, but it is not simply about standing out and getting noticed. It is about building something that people care about. Something they want to buy into.

To achieve this, you need to start by caring about your customers and the work that you do. What motivates you? What inspires you to wake up and come into work every day?

​You also need to ask yourself why your product or service could be important to your customer. How will what you do or sell fit into the life of your customers?

Why will people care?

There’s nothing like some inspiration from the best and I love everything that Innocent does. You can read their story here.

How will your business change the world? Some of the most successful brand stories begin with answering that question and here’s some inspiring stories from some of them, including AirBnB and Uber.

If you want to build a successful and sustainable business that will create a meaningful bond with your customers, you have to start with your story. It is the foundation of your brand. Here’s a link that can help you get started: www.forbes.com

The “Personal” Brand.
​How can you introduce some “personality” to your brand?

BACK TO BRANDING ADVICE ARTICLES