A brand story is a complete, complex view of the company’s values and goals, including the history of its conceptualization and development, activities took throughout its functioning, and founders’ desires and plans. It also includes the customers’ opinions, interpretations, and feelings about the brand.
The Importance of Brand Stories
What’s important about the brand story is that each and every element of it should highly reflect the company’s truth. All aspects should be consistent and cohesive in order for a company to strengthen its brand identity and credibility. After all, a stronger brand identity can lead to customers’ positive perception of the brand, as well as an increase in their resonation and liking of it.
A brand’s story for a customer begins when he or she first encounters the company through any of its touchpoints. The first time coming across a brand’s name and logo, the first time clicking onto a website, and the first interaction with a company’s ‘About’ page, and the first time entering a store, these are the points in which customers get to be in touch with a brand’s story. It not only allows them to familiarize themselves with the brand but also to connect with it on a deeper level.
In order to build a successful business, it is crucial that the company knows itself and its own unique story by heart. A brand’s heritage, journey, and its values become an incredible story that companies can leverage and share with its target customers as stories are what helps garner the loyalty of these customers. The core of it all is in the brand story’s emotional appeal, which creates a feeling of familiarity and friendliness during every interaction between the company and its customers.
You see, the complete picture of the brand goes far beyond its products. The real image of the company is often created unconsciously in customers’ minds. Therefore, having a brand story serves to go beyond the label of an ordinary commodity. It’s a way of differentiating a business by reaching a level of human interaction.
Brand stories have its foundation in the past. It helps companies build the right strategy for future growth at the same time. It’s not all about the utility and functionality of products and services. Having a striving business is equally about sharing important brand values and creating meaningful bonds with customers. With a great brand story, comes a unique company culture, increased brand awareness, customer loyalty, and overall business growth.
Visual Elements of Brand Stories
When taking a closer look at brand stories, some examples of visual elements that are included within them include the brand’s logo, packaging style, physical store designs, website design, social media content, as well as any other offline or online image or video content. Brand stories can ultimately be illustrated at any touchpoint, and it is important that companies leverage this for success in today’s competitive business landscape.
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