Have you ever wondered why some brands experience so much more success than others?
Of course you have. You're an entrepreneur. And you're probably working day and night to build a successful business, aren't you?
You have probably already found that it's not enough to just rely on your offering in order to succeed. You need something more.
You need to tell better stories.
Major brands such as Lego, Coca Cola and Google have become industry icons because of their penchant for storytelling. If you rely only on your offering, you will become just another "me too" brand that isn't able to differentiate itself from the others. You have to stand out.
Stories are the best way to distinguish yourself from the other brands in your industry.
Because people always remember a good story. A great story that personifies your brand is what you need in order to position yourself in the most effective way.
What Is Brand Storytelling?
Brand storytelling is the most effective way to connect with your audience. It involves the many types of stories you tell your audience. It's what helps you appeal to the emotions of your customers and prospects.
According to internet marketing expert Neil Patel, there are several key components of brand storytelling.
- The reason your company came to be.
- What motivates you and your team to come to work each day.
- Giving your audience an inside look at your company.
In his "Beginner's Guide To Internet Marketing", he outlines even more components that are involved in brand storytelling. When you master the art of brand storytelling, you brand will become one that your customers engage with.
This article will show you five different brands that are doing brand storytelling the right way. When you read about these brands, you will learn important lessons that will make it easier for you to develop your very own brand stories.
Implementing the the tips given in this article will help you write your own brand stories. Over time, you will attract a much bigger and engaged audience who buys into your story.
Let's get started, shall we?
High Brew Coffee
You don't have to be on High Brew Coffee's website for very long before you know their story. Founder David Smith got the idea for selling cold brew coffee when he went on a six-month long rafting trip through the Caribbean with his family.
High Brew Coffee is a great example of why you should think of your company as a superhero. Think about it. Every great superhero needs an awesome origin story, right?
Your brand is no different. Your audience needs to know where you came from.
I know what you're thinking. You're thinking that your origin story isn't interesting enough to share, aren't you?
Yes, I understand that not all of us can say our business idea came to us while rowing through the Caribbean. But it's not about that.
It's about telling your story in a way that enables your audience to connect with you. See, here's the thing, your story is interesting because it's uniquely yours. Nobody else will have the exact same story as yours. This is what makes you stand out from the other companies.
Take a lesson from High Brew Coffee. Let your audience know where you came from.
Part of telling great brand stories is knowing who your audience is. It's about knowing how to reach your ideal audience.
BeardBrand is a great example of this.
Bearbrand is a company that sell beard care products. They sell various oils and grooming kits that make it easier for men to maintain their appearance.
BeardBrand's founder Eric Bandholz started out with only a blog and a YouTube channel. Through these channels, he provided content that provided tips and advice for maintaining one's beard.
Over time, Bandholz discovered that there was an entire urban beardsman subculture. It was then that he realized that he could leverage this subculture into his own tribe that was eager to buy his products.
When he decided to launch his products, it was a no-brainer for his audience. Since they already trusted him as an authority in the subject, they trusted him enough to buy his products.
Every great story needs an audience. Find out who yours is and start telling them the stories they need to hear.
An integral part of your brand's story is your purpose. It's your reason for being. And this purpose has to transcend your products or services. This is the part of your story that people will connect with the most because people love to understand the reasons behind everything.
This is something Blue Apron does remarkably well.
Blue Apron is a service that delivers gourmet ingredients for meals that their customers can make at home. It's a pretty simple process. You sign up and they deliver a certain number of meals to your home each week.
Blue Apron provides the ingredients and the recipes. You cook the food.
Here is Blue Apron's mission statement:
"Our mission is to make incredible home cooking accessible to everyone."
Enough said, right? It's a purpose that any of us could agree with. Unless, of course, you hate incredible home cooking.
Communicating the purpose behind your brand will make your story that much more intriguing to your audience.
WeddingWire is a company that functions as a one-stop shop for couples that are about to get married. They help couples connect with vendors, venues, and planning tools.
When it comes to brand storytelling, WeddingWire gets it right. In their blog, they give the reader a behind-the-scenes look at how their company functions. This is another important component of great brand storytelling.
The more you allow your audience to see of the inside of your company, the better. Why? Because it shows them the "human" side of your company. Remember, consumers don't connect with products and services. They connect with humans.
The more you can humanize your brand, the better. Don't hide behind your products. Let your audience see you.
If your business is going to succeed, it has to become something more than your products or services. You need to tell stories that touch the hearts of your customers.
It's the only way to stand out from your competition. When you start incorporating the lessons in this article, you will see that your connection with your audience will grow over time. These examples show that being a successful entrepreneur means being a great storyteller.