But the 'story telling' approach doesn't just apply to your founder's article and brand statements. It should act as a blueprint for your personality, values, mission, content, tone of voice, digital, copywriting, brand messaging and everything in between.
The question we're addressing today how do you write a brand story? Why it's important and how you get there through a solid messaging strategy that pays tribute to your brand story.
The influence of a powerful brand story
The human brain is attuned to storytelling. Our sensory and motor cortex light up when listening, hearing or reading stories. Successful brands are tapping into this natural physiology.
Brand stories evoke deeper emotion and connection
Good marketing messages and copywriting ignite passion and inspiration in your audience (customers, investors & staff)
They convey your business in a human light by putting faces and personalisation to your brand
They create a sense of genuine authenticity
Stories are more memorable and allow us to recall and share
The right kind of stories are relatable
A well executed brand story allows you to feel an experience and empathise/sympathise
People would rather invest in a human than in a company
~ Harvard Business Review
So naturally, it is a strategic move to clarify your brand and connect with your audience through storytelling.
The 6 golden rules for defining your messaging pillars
We've unpicked a handful of prime rules for collating your brand story into a solid messaging strategy.
1. Cut to the chase
We're inundated with content, so you want the point of your brand story to cut through. Get to the point pronto.
Whilst this feels simple, it actually is the hardest part. Consolidating how your business owner describes your brand story and purpose from 10 mins of chat into 5 or 6 core messaging pillars is no easy feat.
2. Balance you and your customer
Write in a way that balances your perspective and your audience. Drop the messaging on your business stance and go back to your roots - that core why statement.
All of your messaging pillars should come at the subject from the customer point of view.
3. Use plain speak
Sometimes it's worth having some technical inclusions in your copy, but for the most part you want to use familiar language. Remove the jargon and keep the customer in mind to facilitate easy, understanding reading.
4. Be human
Where possible you want to keep the language relaxed and authentic. Transparency speaks volumes. It's the whole point of your brand story right? To share those raw and honest perspectives and passions. So gut check it and make sure that shines through.
5. Be original
It's a tough one. But originality is critical to great messaging pillars. It helps you differentiate and stand out amongst the crowd. So distil your brand story and pull out those nuggets of gold that make you, you.
6. Hit the heart
Bring on the emotion. Communicating your brand story and why statements through an emotive lens helps your audience connect and relate to your messaging - whether that's through brand positioning statements, copywriting or marketing messages. This really hits the nail on the head when you talk about the idea of 'brand storytelling'.
Where should these messaging pillars reach?
Short answer. Everywhere.
Your brand story and these core content pillars will infiltrate your website, socials, hard documentation, values & mission statement. It manifests in simple things like how you write emails to customers or talk on sales calls. The type of people you hire and how they resonate with your brand story and core messages.
Nailing your brand story and messaging is just the tip of the iceberg.