Having the ability to tell your brand’s story is a necessary part of building a brand. Crafting the right story can help convey the essence of your brand so that it touches and captivates your audience. Here are 4 key elements that your brand’s story should have.
Make It Personal
Your brand’s story should be relatable. It should easily connect with some facet of someone’s life. Why? Your aim is to be relevant to your intended audience or at least communicate this relevance so that consumers want to see for themselves how your brand is a match for their particular need.
Make It Portable
Your story should be easy to tell. It should be quick to grasp, easy to remember and easy to relay to someone else. Simply put, your brand’s story should be digestible and clear enough for your audience to understand and communicate to someone else. In this way, word of mouth can be used and your brand’s story can be retold to the masses.
Make It Pointed
Be precise about what the brand should mean to your audience. There should be no guesswork in how your brand adds value. This ‘P’ is essential, since it helps your audience to easily digest and relay your brand’s message.
Make Sure There Is a Plot
Every story has a situation, conflict and a resolution. When crafting your brand’s story make sure that you are taking your audience on a journey that first describes the situation and conflict that make the brand necessary. Then, explain why the solution can be found in your brand’s existence. Through this journey your audience can envision their own personal, similar journey and find resolution in your brand.
(April Clarke is the Chief Marketing Strategist for The Encompass Clarity blog, which provides practical marketing advice for its readers and reports and analyzes consumer trends . Visit http://www.encompassclarity.com for information about Encompass Clarity, Inc. or email us at firstname.lastname@example.org.)