Sheldon Whittle
February 27, 2023
If you want to find ways to connect with your customers and make your brand stronger, then this article is for you! Here, we explore how storytelling can help improve your brand identity. We'll also provide tips on creating narratives that will make your offering more relatable while also increasing sales.
Developing a story about your company that is easy to understand, short, and has a clear purpose is not as simple as it may seem. Startups can find it difficult to effectively describe their value when there are so many new words, technology, and different approaches to business today. But creating an interesting story about your company does not have to be difficult!
People are more likely to trust and connect with a business if it has a strong, descriptive story. This is because when we hear a story that presents an issue, it triggers the release of cortisol (the stress hormone) which makes us focused on finding solutions for the problem. But when we hear stories about answers or resolutions, oxytocin is released - a hormone that makes us feel good and empathize with the business.
When you make a strong emotional connection with your customers through your brand story, they become loyal and enthusiastic supporters. You don't have to take my word for it––just look at how many people around the world proudly wear Nike or Apple logos on their clothes! They're not just buying products; they're embracing a higher purpose that leads to more sales.
How can we craft a powerful brand story that will captivate customers and effectively convey our values? Here are some helpful tips to get you started.
Every successful business starts by solving a problem. Think about what your story is. Outline the challenge you are tackling and the pain points that are impacting people in this area. To make sure these issues reach more than just yourself, back them up with data and stories from other people who have experienced similar problems.
Marketer and strategist Simon Sinek speak to the power of understanding why we do things. It's not just about what you accomplish, but it is also regarding the reasoning behind your actions that people find appealing. Why have you set out on this journey? What compels you to get out of bed in the morning? Discovering these motivations can help us all make more meaningful strides toward our goals.
Customers crave something to trust. Resonating emotionally with them is much more influential than merely presenting your product and features. When you ponder Maslow's hierarchy of needs, it becomes apparent that humans seek out self-actualization, love, and acceptance after they have their physiological needs met first. You can foster customer loyalty by conveying the reasons behind what motivates you before illustrating how your solution will address the issue at hand.
We are here to be your guide, just like Obi-Wan Kenobi from Star Wars. We provide customers with the necessary resources and products that ensure their success in overcoming a challenge. Our customers are the real heroes - they may not have started out as such but by setting off on this journey and ultimately succeeding, it is at this point where they transition into being heroic figures! As guides, we have gone through the same battle that our heroes are fighting. We understand what is required to conquer their obstacles and have both the products and knowledge necessary for success.
Some startups use lots of difficult words when they talk about their business. But usually, people don't care about that. They just want to know if your product can help them. So it is more important to keep the message simple and easy to understand. Talk about what you offer instead of using technical terms that might be too hard for people to understand.
It is not easy to create a brand narrative. Start by explaining the problem in terms that are easy to understand. This will help you identify your customers' pain points. Next, introduce your business and tell them why they should trust you. Provide a solution that will lead them to success with the necessary resources, knowledge, and products on hand. Your goal is to be their guide every step of the way!
Understanding the common hurdles startups face when constructing their brand story helps you stay ahead of any potential issues. Oftentimes, it's because:
Consider the primary issues that distress your customers – for example, do they find their current situation too expensive, inefficient, or hard to access? Concentrate on how you can help them ease this pain. Utilize linear thinking; take a step back and survey the bigger narrative you wish to communicate; does it circulate seamlessly from one point to another? Or have you jumped between unrelated topics?