How to Write an Effective Brand Story by John Gents Read more in Duct Tape Marketing
There are competitors in every business. No business will ever be the only option available to a customer or customer. So every brand has to do some work to differentiate itself from the competition. Why would someone pick you up over that other guy or girl on the street? What unique values are you bringing to the table that they can’t get to with anyone else?
This is where storytelling comes in. Sure, there are many businesses out there that can theoretically solve your prospect’s problem. But by creating a compelling brand story, you can differentiate yourself as the brand that best understands the problem and is the most thoughtful solution to the issue.
There are five key elements to any effective brand story. Here, I’ll walk you through them, and give you essential tips for making a statement that sets your business apart.
address the problem
People don’t look for your business because of the product or service you offer. They seek you out because they have a problem that needs fixing, and they think it may be your business to solve it.
The first step to proving that you are the best business to fix their problem is clearly defining the problem. When you’re able to express the pain your prospects are feeling, they immediately feel comfortable: Here’s a business I need, and probably know how to deliver.
So a great brand story begins with telling about your ideal customer’s problem, frustration, or challenge. Take, for example, a brand like Glossier. In recent years, she has entered the crowded beauty space and is now valued at over $1 billion. They identify their customers’ problem right on their home page: “Beauty is inspired by real life. Glossier is a new approach to beauty. It’s about fun and freedom and being okay with yourself today. We create intuitive, simple products designed to be with you.”
They acknowledge that their ideal customers have so many choices when it comes to beauty care, that those high-fashion brands make them feel like they can’t live up to those impossible beauty standards, and that The steps to that beauty care have gotten more and more complicated over the years. They want to take things back and offer some great products that get the job done instead of complicating things with some other products you no longer need to rummage around in your medicine cabinet.
paint a picture of a problem free world
Okay, so now you’ve got your prospect’s attention. You understand how their world is, and you’re on their side: you know there’s a problem that needs solving. The next step is to show that a problem-free world is possible. What would your prospect’s life look like without any problems?
Returning to the Glossier example, they address this by sharing real-world stories of women who have embraced their intuitive approach to skin care. They include photos of their smiling, naturally glowing faces, and women telling stories of a quick and easy beauty routine that still leaves them enough time to enjoy their morning coffee before heading to work.
How did we get here?
Sure, your ideal customers have a problem, but now that you’ve nailed it down, you want to make sure they feel like they’re not alone. Visitors to your website should not realize that they have been excluded; You want them to think it’s not their fault, they get into this mess!
The Glossier team does this by recognizing that they are just like their ideal customer. They Say They’re “Beauty Editors” [who have] Tried it all. They’ve walked into a Sephora and picked up every serum, eye cream, face mask and eye shadow palette under the sun, just like their ideal client would have. And from this place of knowledge, they now make products that are simple and just work.
Now that you’ve addressed the issue, acknowledged that a better way is possible, and made your prospects feel that you understand how they got here, you can show them the other way around.
Decide the way forward for them. Show that by taking the first step with you, they can move toward getting out of this mess and finding themselves on the other side, in a problem-free place.
Glossier does this on its site and then introduces its core products that are designed to simplify skincare routines. There are only a handful of products, and those are the basics anyone will need (like moisturizer and face wash).
invite them to contact you
Once you prove your worth by identifying your ideal customer’s problem, acknowledging that they are not the source of the problem, and offering to move towards a brighter, problem-free future, So it’s time to invite visitors to reach out. , You’ve made your case for everything you bring to the table, now it’s up to them to contact you to find out more.
Glossier does this at the bottom of its site. In addition to products that can be purchased online, they invite visitors to “meets” [them] In real life” by finding a store or pop-up location, and then they offer their newsletter as a way to stay up to date on product launches and events.
It takes more than just having a catchy logo or memorable slogan to make your brand pop in a crowded online marketplace. It is more than just offering the best product or service out there. The secret to standing out is telling a compelling brand story. And when you follow the steps above and include those essential elements, you can guarantee that you immediately build a sense of connection between your brand and prospects.