Building a loyal customer base that likes and trusts your brand is vital to any growing business. Customers will trust companies they view as honest and who share the same values as them - and communicating these messages is where your brand story comes in. But what should you include in your brand story?
The origins of your company
Customers love to hear about why a company started – whether it was to solve an issue or to support a cause, they want to know why you’re here.
How your product came to be
Walk your readers through the journey of how the initial idea became the product or service you provide today.
Make sure to include any issues you ran into on this journey – everyone loves a hero in a story, so explain the problems you faced and how the company as a whole, or individuals within your company, overcame them.
An insight into your company
Not only should your brand story give insight into your company, it should also offer a transparent look at the people behind it.
If your story focuses entirely on your product, it will be too sales focused. Stories are relationship-building tools and they are about connecting with your audience, so use real stories told by real people who are a part of your company. This will also help to make your audience feel closer to you, and knowing who you are will help increase their trust.
Your company values
Always include your company values in your content. If there’s something you care about, make sure that it is communicated to your customers, along with the principles it aligns with and represents. Those who are aware of values they share with your brand are more likely to trust and relate to your company.
The most powerful brand stories are the ones that prioritise customers. Your online presence should offer a shared experience between the brand and its customers.
Sharing customers’ stories about your company encourages interaction with your business and helps to create an emotional connection with your brand. It also helps to build a community around your brand - which is crucial in creating a loyal customer base online.
Furthermore, positive testimonials from your customers will reinforce the view that your business is caring and trustworthy – both of which are characteristics you want to communicate in your brand story.
How should you communicate your story?
Now that you know what should be included in telling your brand story, you need to know how to communicate your message to your audience.
Your brand story shouldn’t be a blog post, or hidden on a single page of your website, it should be a concept that is the basis of your whole online presence. Every marketing asset you have should convey at least one aspect of your story and who you are as a company. Social media is one of the hardest to stay on-brand with, but it is important.
Keep in mind that your message is more than just what you say explicitly – it’s how you connect with your audience.
Examples of how you can connect with your customers on social are:
- Sharing your customers’ posts and photos – either by sharing/retweeting or by publishing your own posts with their content and crediting and thanking them. This will make your customers feel valued and like they are communicating directly with the company.
- For brands that have been in existence for a longer amount of time, ‘throwback’ posts can offer what feels like an intimate (and often exclusive) look into key points of the company timeline. For example, a photo of the founders of your company working on one of your first products creates a sense of nostalgia and closeness to the brand - and it reminds your loyal, long term customers of the journey you took together to get to where you are now.
- Using social to tell your story piece by piece by posting short snippets of information about your brand and its values, as opposed to posting your whole brand story in one go, will keep your audience interested and engaged. Sharing anecdotes makes your posts feel more personal and will help your audience connect with your brand, without being so long winded that they get bored.
Remember that in telling your brand story, simple frameworks will always work better, so don’t overcomplicate your messages. The easier your posts are to read, the more your audience will connect with them.
Where should you share your story?
So now you have an idea of what to include in your brand story and how to communicate it, you need to think of where you will share it.
Of course, the nature of your business will determine which social media platforms you utilise, so the mediums through which you can share your story may vary (some platforms may support images but not video, for example). However, your brand story should be communicated across all of your social media platforms, as well as on your website, your blog posts and in any email marketing campaigns.
While not every post you write will include a direct “this is what we believe in…” message, the language you use, the way you speak to your customers, and the moments you share with them will do the story telling for you.
Are you telling your brand story?
Sharing your company history and providing a transparent look at the people behind the brand can seem like an intimidating venture, but if you want to build up a base of customers who are loyal to your brand, allowing them to feel close to the company is the first step.
If you’re still unsure how to communicate your brand story to your customers, or have any questions you would like answered, feel free to get in touch and we’ll be happy to help you.