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An effective brand story appeals to + educates your audience about your brand, including your products, services + values. Not only does the human brain learn better through stories, but stories also help form deeper + more meaningful connections with your audience — creating more brand loyalty + engagement with your brand.
Here are six key elements to developing an effective brand story:
Include these key elements to ensure the brand stories you use are effective + successful every time.
#1 Create Buyer Personas
A Buyer persona is a semi-fictional representation of your ideal customer. It’s based on market research, actual data about your existing customers + a few (educated) assumptions. It helps you to understand + relate to an audience that you want to market your products + services, according to HubSpot.
It is common to have more than one buyer persona.
Buyer personas allow you to identify each aspect related to your ideal clients to create better products or services, or to modify your products or services to better meet the needs of your ideal clients.
#2 Outline the Purpose
Once you know who you are creating the brand story for, outline the overall purpose of the story.
- What actions do you want your audience to take right after reading your story?
- What information do you want them to gain from the story?
- Do you want them to learn more about your company or how to use your products better?
- Maybe you just want to entertain them
Either way, it’s important to outline your purpose for creating the brand story before you start writing it.
#3 Tell a Clear Brand Story
Create a clear beginning, middle + end to each story you develop. Be vulnerable + relatable by using emotions to connect with your audience. Use descriptive words + visuals to better communicate complex issues or share new ideas.
Include relatable characters + dialogue to reveal your personality as you write your script. An authentic + relatable story connects your audience to your business because it humanizes your brand.
#4 Create a Repeatable Strategy
Create evergreen content so you can easily create a repeatable process. This is crucial to develop a consistent story + brand image across all channels. Develop templates + use tools to create storyboards to keep your image + outline organized.
#5 Make It Shareable + Easy to Consume
You know your story is a success if your audience easily shares the content without you asking – but of course, you should always ask – never forget to ask them to share it. Make it easy for them to share. Create short videos, small infographics with powerful statements or phrases.
#6 Always End with a Call-To-Action
A call-to-action is your call to your audience to take a specific action to engage with your brand.
Next, learn how to use persuasive storytelling.