As human beings, we have a natural inclination to respond strongly to emotional appeal. Even scientific research shows that most people make decisions based on their emotions no matter how much they would like to believe they operate by logic alone. A lot of businesses fail to appeal to the human nature of their customers, choosing to focus on building a ‘neat’ image for their brand. While there is nothing wrong with keeping your content centered around your products and services, do not miss the opportunity to build a genuine emotional connection with your customers.
A lot of business owners have this misconception that ‘branding’ refers to the visual aspect of the company only- the name, the logo, and the colors. In reality, branding is the way your company is perceived by a consumer as a whole. That is why incorporating emotional storytelling into your marketing approach is so important. A cool logo alone is not sufficient to convince an individual to purchase your product unless there is something evoking emotion as well. Emotion is what motivates the individual to take some action and interact with your brand.
Having a unique story that resonates with your audience will allow you to stand out from the rest in your niche. In a way, it humanizes your brand and allows the consumer to look at you as something other than a faceless corporation. It shows that you genuinely understand the person’s struggles and requirements beyond just providing a solution for personal profit.
So how can you go about building your brand story? It does not take much to make your story captivating, especially if you are being authentic and relatable. Share your successes, inspirations, failures, and values with your audience to appeal to their innate instincts and ambitions. Here is a rough blueprint on how to build a brand story:
Start by defining the setting- what is the foundation of your company? Why do you exist in the first place? Share what inspired you to start this journey- perhaps a personal anecdote or even a hypothetical scenario.
Explore a little bit of the process. How did you go from just an idea to what you are today? What challenges did you have to overcome along the way? You can share your personal journey or present a fictional story to capture the customer’s interest. Everyone loves to root for an underdog.
Next, come the characters in your story. These can be your friends and family members who helped you with the conception of the project. Or perhaps the company founders used their collective efforts to build something worthwhile. You can also introduce your team members who play a critical role in the evolution of your company. Most importantly, do not forget to include the customer in the story too- they are the protagonist along with you after all.
Clearly define your mission statement. What are your goals? What needs can you meet? What problems can you solve? What services can you provide? Make sure your mission statement aligns with your company’s actions.
Do not be afraid to share your failures as well. If anything, it shows that you are only human, just like the reader. Be as authentic as you can and allow your customers to see the development you have made as a result of your conflicts.