Pease take a moment and ask yourself: How effective am I in communicating the core message of my business to my customer target? The answer (if you are really being honest with yourself) is probably – “Not as effective as I could.”
I empathize with the challenge. It’s not easy; but there is a better, more effective way to communicate the core message of your business. And it’s called . . . brand storytelling.
A brand story is the art of storytelling – reapplied – to communicate a business’s brand strategy. It’s human nature for us to love to hear stories, and it is also an effective way to tell your business’s story.
So, a brand story is a method of creating a brand strategy, which is a choice of what the business stands for. An effective brand story is one that is clear, concise, consistent, and compelling. All four elements are required to be effective.
So, you might be asking yourself: How do I develop an effective brand story for my business?
Well, you start by focusing on your customer target, and more specifically identifying their pain. Their pain can either be the need they have that your business can uniquely address or the problem that they have that your business can uniquely solve.
That focus leads to an essential element of the brand story – the business’s unique selling proposition (USP). The USP communicates how a business is uniquely different – in a positive way – compared to its competitors in the marketplace. Once identified, the USP can be effectively communicated within a business’s tagline, which in turn can serve as a teaser to the full brand story. The full brand story is typically conveyed in the marketing communications copy in brochures, on the website, etc.
From there, you need to address the components to a brand story. They are the brand purpose, the brand promise, and the brand credibility and authenticity check.
- Brand purpose is about sharing passionately why the business exists. You want to make an emotional connection with your customer target. By conveying WHY you do what you do communicates at the outset the passion that drives your business. This helps to make the emotional connection for those that believe what you believe, those with whom your message will resonate.
- Brand promise is what your business stands for. To be effective, this is translated into the outcome that the customer target derives from interacting with your brand – in other words, what they can consistently expect from engaging with the brand.
- Brand credibility and authenticity check is evidence that supports the brand promise your business claims. Any business can make a claim though, so you must be able to support the claim you make to have credibility. You also need to communicate authentically about what your business delivers.
These are the “chapters” of the brand story for your business. I encourage you to utilize the brand storytelling approach to brand strategy development so you can effectively communicate to your customer target the core message of your business.
holland advertising: interactive