You may have heard of brands creating a “brand story,” but do you know what it is? All well-known brands have one, and you should, too! A compelling brand narrative can help you build an audience that is truly interested in you and your product. 

Storytelling has been a part of the human experience forever. When we hear or tell stories, it’s a way for us to connect with one another. By tapping into this storytelling, businesses can create a connection with their audience that goes beyond the surface. Humanizing your brand can lead to better brand awareness, more revenue, and brand loyalty. People want to support something they believe in! 

So, what is a brand story?

A brand story is a cohesive narrative that encompasses the facts and feelings that are created by your brand. It tells your audience what you are about. Why does your brand exist? What does your business do and how is it different than your competitors? How did it start and what was it like? What are the main themes of your brand?

Let’s dive into our 5 essential elements of creating a brand story!

1. Be authentic and consistent 

Taking into consideration those questions we asked above, outline your brand story. We suggest having a 5-8 sentence version, a 3-4 sentence version, and 1-2 sentence elevator pitch. In addition to this, come up with a “fab 5” of personal details that relate back to your brand, but also provide the audience with a personal connection to you. 

This will help you create your About Us page, your Instagram bio, etc! 

2. Know your audience

Knowing what makes your audience tick will help encourage them to choose your brand. How do you know what makes your audience tick? You ask them! We talked a little bit about this in our Golden Rules of Branding post, but we’ll refresh your memory! 

Use social media! Ask them what they like or dislike or what they need right now using polls or question boxes on Instagram. You can also use feedback forms in emails or on your site to get some more information about who they are!

3. Communicate the problem you solve

People won’t come to you if they aren’t sure what you do! What is the problem you are solving? How can you help fill a gap in the market? Are you a sustainable and affordable option for clothing? Great! Let your audience know that, and remind them about it! 

4. Build your character

Stories contain characters, so your brand story should too! Build your brand’s character. What we really mean by that is choose a voice for your brand. We are a small group that caters towards millennials over here at Pirouette Paper, so we tend to have a more conversational but polished tone! 

5. Connect with your community

Building a relationship with your audience is a two-way street. Offering them great products is not enough! Use social media to respond to feedback, reply to people who have taken the time to interact with you, or share the posts they’ve tagged you in. This will cultivate a relationship between you and your audience that is invaluable!

While you won’t use your written out brand story very often, you will use it to inform your brand voice and the way you connect with your audience. It’s an important step in establishing that relationship!

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Have any questions? Let us know in the comments! If you want a more one-on-one formal consultation, check out our consultation options here!