Inspirational business stories show your customers what your business is all about. It helps them understand how and why you started your company. And tells them a bit more about your company’s motives and beliefs. But the best part is, a good tale is something people remember. So sharing your brand’s story can make it easier for customers to remember your business — as long as you craft and use it correctly.
What Is a Brand Story?
A brand story tells the evolution of a company in a way that highlights the company’s “personality.” For example, if you want your company to be known for being fun and easy-going, you should consider adding a bit of lighthearted humour to your story.
It’s important to note that a brand story isn’t marketing material. You aren’t writing an ad or a sales pitch. It’s an authentic, personality-driven story that helps build trust between your company and its target audience — it also shouldn’t be boring.
Decide What Type of Story You Want to Tell
Choosing a story type is important because it helps shape the way people view and relate to your brand. For example, rags-to-riches stories are often popular because it shows the audience that before you started your company, you were just like them. It helps them relate to you on a more personal level. Some other story types to consider include:
- Quest stories work well for companies on a specific mission — like a recycling company that’s working to save the planet
- Rebirth stories are ideal for companies that have overcome major challenges only to come out on the top
- Stories that “overcome the monster” are typically classic underdog stories so they work well if you struggled your way to the top
- If you’ve transformed your business through things you experienced while traveling, consider writing a journey-and-return story
- Consider transforming your brand story into a tragic tale that gets people to care about specific issues
- Writing a comedy is a great way to bring a casual, fun brand to life
Make Sure Your Company’s Story Is Focused
It’s important to write an authentic, engaging story, but it also needs to have a clear focus. Otherwise, it’s likely that you’ll lose your customers’ attention fast. So before you start writing create a basic outline for your story by asking yourself some of these questions:
- What is interesting about you or the way your company was founded?
- What problems does your company try to solve?
- What type of challenges has your company faced and overcome?
- Who are the people in the story, and what are they trying to achieve?
- What a-ha moments have you had?
- How has your business evolved?
Use Your Company Story Correctly
First, you should display your story on your company website’s About page because it’s one of the first places people look when they want to learn more about a business. It’s also important to gain inspiration from your story when creating social media posts. For example, if you have a rags-to-riches story, you might share behind-the-scenes photos of your business, images with inspirational quotes, and selfies that show you enjoying your new lifestyle on your Instagram feed.
You should also share a shortened version of your company’s story any time you’re being interviewed for an article or publication. You can also share your shortened story on podcasts, on your blog, and in guest blog posts.
Creating and sharing your brand story is important.