Steps To Create an Authentic Brand Story that Actually Improves Trust

The Storytelling of a brand is the sum of its corporate identity and its reputation. In other words, it is the result of what a brand communicates about itself and the opinion that society forms.

Why is it so important? Because, whether we work on it or not, all brands have a story. Indeed, all companies, all entrepreneurs are communicating something. On our website, on our social networks, on our services page, in our online store, at networking events.

Everything communicates from color to typography, from the images, we choose to the texts we write. And all this communication is part of that story that we tell our users, our followers, our customers for our brand.

Brand’s focus should be on Controlling the message yourself before the message controls you or your business. You must know what image you want to convey to your audience, what values ​​you want to share, what type of communication you want to carry out. Because, if you don’t, you can lose credibility and trust.Therefore, we advise is to start working on your brand story NOW.

Elements of your brand story

How do you communicate with your target audience? What kind of words do you use, what is your language, what tone do you use? You can be formal or informal, fun or not, close or distant. How is the relationship you want to establish with your customers? Based on that, you will establish your voice, what we call Verbal Storytelling.

What should we take into account when defining our corporate voice?

• Key messages that define us
• Brand values
• promise we make
• Presentation of the Elevator pitch
• Language
• Tone
• Visual Storytelling

We have seen it before: everything, absolutely everything communicates. This includes the most visual aspects of your business: corporate colors, fonts, logo, images on the web and social networks, etc.

The key for Visual Storytelling to work is to always maintain consistency. If we decide on a color that represents ours, we must always use it. Usually, we should have the main color, a secondary color, and a complementary color. You can choose to modify the secondary color based on your products or services.

For example, the colors of my website are turquoise and pink, but I wanted to give my Storytelling for Entrepreneurs program its own identity, creating a logo for it and combining turquoise with orange. I kept the main color so as not to lose that coherence.

In the case of fonts, I recommend having two: one for the titles and one for the body of your texts. Exceptionally, in certain creatives, you can choose a different font, but do not make each design totally different from the previous one.

How to develop your brand story step by step?

Now that we are clear about why it is so important. Here is — step by step — guide to help you understand how you can develop it.

Step 1. Define your target audience

As we discussed above, your customers should be your priority and your target audience is one of the main elements of your brand story.

Therefore, it should not surprise you that the first step is to get to know our audience in depth. Which type of clients or audience do you want to attract? Once you answer this question, try to find out the following information:

Interests

Experiences

Consumption habits

language you use

Step 2. Adapt your communication

Once you know your audience well, the second step should be quite easy. Decide the tone of your messages for the different channels. If you choose to be formal, you must be so both on your website and on your social networks or in your newsletter. Remember: consistency is the key.

You should use the common language of your target audience. How is it expressed? What words do you use to refer to the concepts associated with your brand, your activity, or your sector?

Marketing and merchandising, for example, designate the same activity, but depending on the country one or the other is used. If you are addressing an audience that uses both words, decide on the one you use in your country or the one that is more widespread.

Step 3. Tell your own story

Your users want to know you better and, for this, there is nothing like telling your own story. My advice is to follow Simon Sinek’s Golden Circle technique. According to this, you must think and share your story in this order:

Motivation (why)

Differential value (how)

Product or service (what)

Be careful, it is not an easy task, but it will help you to better connect with your customers. The products and services (what) may be identical from one brand to another. How many coaches are there? How many marketing consultants? How many fashion stores?

The differential value (how) focuses on the manufacturing process, the working method, the techniques used, the manufacturing materials, etc. In this respect, our competitors may be similar to us, but they are not the same.

Finally, the motivation (why) is what makes us truly different. Each of us decided to undertake it for a different reason and that is where our history should lie. Why do we get up every morning to run our business? Share it with your customers and you will see how they connect better with you.

So why do we go out of our way to communicate the what before sharing the how and why?

Step 4. Focus on creating a unique story and share it

If when we talked about Visual Storytelling, we mentioned coherence, we must also preserve it when sharing our story. Do not invent a different story every time someone asks you about your business or you will lose credibility.

Decide what your story will be and share it on your website and on your social networks. Tell it when they ask you what you do, why you started, or what your business consists of. Sometimes you will provide more details, sometimes less, but always stay true to the essence.

Step 5. Communicate through Visual Storytelling

Finally, work on your corporate identity through the image.

In this case, you should create a style dossier in which you detail the corporate colors, fonts, and the type of photographs, illustrations, and icons that will be used on the web, social networks, online stores, e-mails, etc.

You should also define the use of these elements in documents, stationery, or even promotional objects for clients.

Final Words:-

Having an adequate brand story will help you build a solid brand that is easily recognizable by your target audience. Story brand marketing services from experienced companies can do it perfectly. You will differentiate yourself from your competitors, because you will be correctly communicating your key messages and values, and you will attract the customers you want.

Resource Link: https://medium.com/@smaithsophia348/steps-to-create-an-authentic-brand-story-that-actually-improves-trust-10f4cb5acd83