Updated: Jun 27
"Are building a brand and writing your company story two subjects that go together?" Absolutely. In fact, all of the foundational elements of your brand strategy - target audience, purpose, positioning, point of difference, personality and values - inspire your story. And language from these elements should be weaved throughout.
How do you craft this narrative? First and foremost, it’s important to reframe how you think about this copy. Your story is much more than just a history lesson on how your company came to be, it’s sharing why you exist, what problem you solve for your target audience and how you uniquely solve it along with the values you hold true for your customers, employees, partners, and community. “Brand Story” is a more appropriate title for this tool and it should be a key element in your brand playbook. If you haven’t defined your target audience and brand strategy or struggle to, it’s imperative to do this. Your story and messages will lack authenticity and clarity if you don’t have these foundational elements as a guide.
The objective of a brand story is to inspire and connect with both your team and your customer. Communicating how your brand (or company) fits within, and enhances, their lives is critical. This holds true no matter what business you’re in. Storytelling engages people because it appeals to emotions, it aligns with motivations and desires. A few of our favorites are Ben & Jerry’s, Warby Parker, Cisco and Salesforce. Each one draws you in by speaking to the heart & mind and overtly shares how they help people live better.
Consistently articulating this narrative across your website, social media, and marketing collateral helps customers playback your essence in their own user-generated content. And when they start to do this, then you know your brand story has meaning and influence.
The Brand Evaluator is a joint venture of independent brand builders – Michelle Thompson, BrandSpark Design LLC and Christine Sech, Brave Oak Brand Building LLC. We work with emerging businesses to help them clearly and meaningfully convey their organization’s value through brand building strategy, design and content that drives results.