Every company needs a brand story. You may have heard the phrase before and wondered what it meant. What is a brand story?
A brand story tells your clients and prospective clients who you are and what you do. It paints a full picture for them by recounting the events that brought your company to be and how that passion still drives your work and mission. It includes both the facts about your brand or business and how you feel about your company.
This may sound a lot like marketing, as it also shares information about your business. But what makes a brand story different from traditional marketing is that it is intended to evoke an emotional reaction. It’s more than just facts and figures; it is a story of how your business came to be and why you are doing what you are doing. A brand story gives your business humanness. It lets your clients and prospective clients know how the service or product you are offering will improve their lives, and it does this by sparking emotion in them.
Read on for just a few of the benefits of creating a compelling brand story.
1. Stories Get More Attention
Think about how you interact with different brands, whether online or offline. What captures your attention? What doesn’t? Most people tend to ignore advertisements and commercials. However, a good story will grab and keep someone’s attention better than an ad with just the name and logo of a company. People are more likely to be drawn into something that awakens an emotion in them, rather than a simple sales pitch. A compelling brand story gives you a better chance of connecting with your audience.
Emotions tend to be more powerful than words, too. Most people find emotions more believable and more trustworthy. Because of this, emotions have a very significant role in our daily decision-making. Your brand story can entice customers into wanting your products and then validate their decision to purchase them.
2. A Story Sets You Apart From Competitors
Every business has competitors. You need something that sets you apart from the others, and that’s where a brand story comes in. Even if you are selling the same products or offering the same services as your competitors, every business is unique. A brand story gives you the opportunity to let clients and prospective clients see and feel what’s special about your company.
These days, people are inundated with content daily, making it more important than ever before to stand out. Being able to share a story that will elicit an emotion will help you do just that. When consumers relate to your company over your competitors, they are more likely to utilize your products and services over anyone else’s.
3. People Love Being Part of a Story
People want to be involved and part of things—that’s just human nature. People want to feel a connection to the brands they support. They want to be part of the story. By having a brand story, you provide an opportunity for people to have an active part in your story. Instead of simply buying something from you, customers feel like they’ve joined your team or become part of the lifestyle you represent.
Nowadays, people are supporting more and more lifestyle brands. These are brands that don’t just show off why their products or services are the best, but instead tell a story that embodies the interests and likes of their target audience. Lifestyle brands know the importance of a good brand story and use it to their advantage. Some good examples of these lifestyle brands are LaCroix, Red Bull, and Nike.
4. Stories Are More Likely To Be Shared
Think of your social media feeds. What covers them? They’re full of different stories that people are actively sharing. If you have a compelling brand story, your buyers are more likely to share it on their social media pages, through reviews, and even by word of mouth.
In a study commissioned by Headstream, 55 percent of the people interviewed said they’d consider buying from a brand if they loved the brand story. In addition to this, 44 percent said they’d share that brand story. These are powerful numbers that could be utilized to spread awareness about your brand. When people share your brand story, it has the potential to reach people who may not have heard about you before. Plus, they are also hearing about your brand in a more powerful way, as it’s a firsthand testimonial from someone they know or feel a connection to.
Creating a Compelling Brand Story With Video
A brand story can be a valuable tool for encouraging human connection to your brand, keeping your current customers loyal, and bringing in new prospective buyers. It helps you get your name out there in a different way than traditional advertising.
We hope that we’ve helped you understand what a brand story is and how it could be of value to your company. Pretzel Logic Productions is a full-service video production company. We have seen firsthand that one of the most powerful ways to tell your brand story is through video. Showing your brand and story through a video can evoke even deep emotions and show people what your business is all about.
We use our years of experience and expertise to help businesses develop their brand stories and share them in a way consumers will remember. From planning to video production to post-production, we are expert storytellers who will help you tell your story the way you want it to be told. Contact us today and let us bring your story and vision to life.