The Importance of Brand Stories

All successful brands have a story to tell. From the logo, to the website, to your business cards, each piece of marketing needs to contribute to that story. The stronger the story, the better the customer connects to it, and the more likely they are to use your product. By keeping your branding consistent throughout your company, every time someone encounters it, they will be reminded of the story—and the importance behind it.

Successful brand stories allow the customer or client connect to your business on an emotional level. Once that connection is made, they’re more likely to choose your company over one that doesn’t have a solid brand story. And in the most innovative cases, they might choose your company even though your product or service is more expensive, harder to get, or less immediate.

A really great brand story needs to be easy to tell, short, poignant, and memorable. Once it’s established, it then needs to permeate your brand, and be constantly reinforced. Social media is especially effective here. Everything you post to Facebook, Twitter, Pinterest, or your blog should somehow relate back to your story.

Take TOMS, for example. Shoes are widely available elsewhere, but their one-for-one program brings customers to their website because they know that for every pair purchased, a pair is donated to a child in need.

Ben and Jerry’s ice cream is another great example. Everything about the company—their packaging, their website, their logo—reminds us that they are based in Vermont, they are home-grown, and they care about being socially responsible. You can find a great comparison between Ben and Jerry’s and Haagen-Daaz by Roy H. Williams at this website.

Think about your brand story in every outward communication and watch how positively your customers and clients react.

What is your company’s brand story?

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