How to Make Your Brand Story Irresistible?

Storytelling has become the dominating buzz word for a lot of brands in today’s dynamic market. While some entrepreneurs mastered the art of telling a compelling story, there are still some who fail. Storytelling might never even have crossed the minds of others.

Brand storytelling must be sufficiently convincing to reach your target audience. The goal is to build connections, so the message you create through your narrative is crucial to your company’s success. Entrepreneurs must find innovative ways to develop a plausible storyline to survive the competition.

This article will help you understand what a brand story is and how you can make it irresistible. Let us have a look.

What is Brand Storytelling?

According to Scribe Wise, “Brand Storytelling is using a narrative to connect your brand to customers, focusing on linking what you stand for to the values you share with your customers.”

Hence, finding the best way to share your story making it irresistible is vital to your authenticity.  That could exorbitantly strengthen your brand loyalty so you can dominate your position in the marketplace.

According to Donald Miller in Building a StoryBrand, there are three essential questions to ask when creating your story. So, let us dive into what he has to say.

Question 1 – What Does the Hero Want? 

This means what does your customer want. When you know what your ideal customer is searching for, you will build your story to make it captivating and touch your customers’ hearts and minds. If your message gets clouded with too much information, it can have an overwhelming effect on the minds of customers. Uncertainty will set in, and consumers will lose interest in your brand. You could also risk losing valuable business leads.

Let us look at Twitter; for example, research shows that at the initial conception of Twitter, many people did not know what to do with the platform—Why? Because there was no clarity behind its existence. “But Lee’s company, Common Craft, created a Twitter explainer video […] that explained the context for why you would use it. It quickly went viral (3 million views and counting) as people finally found a video that did not make any assumptions about their level of understanding.” The storyline then created clarity in the consumers’ minds creating more engagement.

When creating your story, create a list of what you think your ideal consumer desires and pick the ideal one from the list that will help you achieve your goal. You are likely to draw your customer into the story when you explain your message around a single desire.

Question 2 – Who or What is Opposing the Hero from Getting What She Wants?  

When you talk about your products or services, you should position them as weapons to conquer the villain, that is the enemy. The villain is someone who creates a problem for the hero, the customer. Clearly defining your customers’ enemy will help invite your customer to join you in the ordeal. To effectively find your villain, you should consider both internal and external problems.

At Better Marketing, Jim Farina expounds on the internal problems. He advocates that, “In almost every story, the hero struggles with some self-doubt. Do I have what it takes? It is those feelings that make us feel frustrated, confused, or incompetent.” He also cited an external problem to be, “If you’re in the restaurant business, that external problem can be reduced to hunger.”

The greater the villain, the more interested your audience will be in discovering your story and becoming involved with it—making it more irresistible.

Question 3 – What is at Stake? 

You will need to explain what the life of the hero would be like if the hero fails — this is the stage where the hero meets the impacts. Incorporate fear without intimidation into your message. It would be best to persuade your hero that it will be awfully expensive for them not to do business with you. Fear can be a powerful tool to attract consumers’ attention but be careful how you instill fear into your message. It can represent optimism behind the message when building a convincing narrative if done right. So, create a sense of urgency to let your customers know if they do business with you, they will experience a positive change in life. If they do not do business with you, on the other hand, they will not get the same convergence.

An example is the Coca-Cola brand story. According to a report, “Coke’s new campaign is a clear defense of the drink and Coca Cola U.K.’s decision to keep the drink recipe: The ads are sleek in design and evoke feelings of nostalgia. This nostalgic approach is purposeful, and the ads are meant to be a sort of love letter to the drink’s authentic flavor and 130-year legacy. The slogan for the campaign is, ‘They don’t make ’em like they used to. We do,’ and it will feature images of music icon Elvis Presley.”  

As we can see, the example of Coca-Cola is thrusting a powerful message, enabling customers to know what is at stake if they are not doing business with Coca-Cola.

Conclusion

Creating your story around the three key questions will help you make an irresistible message. 

“Nothing sticks in your head better than a story. Stories can express the most complicated ideas in the most digestible ways,” according to Sam Balter, Sr. Marketing Manager of Podcasts, HubSpot.

Your brand story message can help you break through the clutter, win the attention of your audience, and form a deep emotional bond with your customers.  This connection can further build brand loyalty and ultimately enable you to gain equity for your brand.

Now, are you ready to develop an irresistible brand story? Learn simple steps to clearly convey  your brand story message.  

Please share your thoughts and comments.