Your brand story is made up of facts, feelings and interpretations. It’s not just the facts you present to your customers, but it is also what feelings as a product or service you invoke in them and how they interpret the way you tell your story through your website, social media posts, blog posts, advertisements, business cards and even your employees.
A brand story, in fact, is woven around 3 factors
- who you are
- why you exist
- how you help people
In order to create a brand story that differentiates your brand from that of your competitors and helps make an emotional connection with your customers, you need pay attention to,
Your Buyer Personas
How would you know if your story would appeal to your audience if you don’t know who you are talking to? This is why prior to deciding how you are going to present your story, you need to define who your customer (existing or potential) is.
Depending on the kind of product or service you offer or the industry you belong to, you might have to create several buyer personas. However, each one should contain both quantitative details such as age, income, location, education etc. and qualitative information such as their interests, challenges, goals, responsibilities etc.
A buyer persona is a generalized and fictionalized profile of the ideal person who you want as your customer, therefore when gathering information, you need to interview or conduct research on all types of customers your business attracts.
Knowing who your customer is, how she comprehends things and her likes and dislikes, you can easily define how you should relate your brand story and what exactly you should include in it.
Your Verbal Identity
This includes not only the words you use to tell your brand story, but it also includes the tone, language, and even vocabulary. The way you use these elements adds a personality to your brand and helps consumers distinguish you from your consumers.
From the small call to action at the bottom of your landing page to the copy of your website and the social media messages you post, the tone and the language you use should be consistent. Inconsistency will risk your credibility as a brand.
Your Visual Identity
Basically, anything that makes a visual appeal to the beholder, be it colors, typography, iconography, photos, videos, illustrations, website layout etc. is part of your brand’s visual identity.
Compared to your brand’s verbal identity, the visual identity plays a more significant role, for visuals help you connect with people in ways that are scientifically proven to be more effective in connecting with people.
Color – You may already have a product or service and a color palette associated with it. If you do, it is important to make sure that you maintain consistency in using colors across all platforms, be it on your website design, social media networks or on newsletters. If you don’t have a color palette, create a simple one that has 1-3 primary colors and 2-3 secondary colors. And when choosing, take into consideration the earlier buyer personas you created.
Typography – The style, size and the type of font you use will have a significant impact on the message you are trying to convey to your customers. While the font you choose should complement the rest of the visual brand style, it should be appropriate for the brand image. For example, a playful font like Comic Sans will not tally well with a serious brand image. Be careful to use font type that reinforces the message you are trying to communicate.
When creating illustrations or designing your website, these two elements would constantly come into play. It would save you a lot of time if you can use a style guide to refer to in such instances.
To create any brand story that speaks to the heart of the customer and builds awareness for your brand, these 3 elements should be given priority. And in the creation of any material for your brand, your buyer persona, verbal identity and the visual identity should be taken into consideration.
3 Visual Tools You Can Use to Tell Your Brand Story Effectively
Infographics combine text and graphics together and present information in eye catching manner. They have become a very popular method of communication online over the past few years.
You can use infographics to illustrate a timeline of how your business came to be, or emphasize how your service or product can help your customers. You can even select a subject your target audience is curious about and create an infographic around it.
Several things you need to be careful about
- Stick to your brand style guide when creating your infographics
- Prior to designing, create a wireframe of your infographic to make sure the infographic has a flow
- Use only 4-5 colors and 2-3 font types when designing your infographic
- Remember to add your company logo at the bottom of your infographic over or below the references section
- Promote them not only through your website but also through your social media channels
Videos are trending and to many consumers, they are deemed the best medium for generating emotions. The video combines both visual and aural means and hence stand a really huge chance at driving your message home.
There are many platforms where you can use video to build your brand story
- Your website homepage – adding a video describing what your product or service is could be a great tool to increase conversions. Or it could be a video testimonial featuring your current customers; they are great at building trust and credibility.
- YouTube – you can have a separate YouTube channel to upload tip videos or demonstrations of using your products or services. This can be used to solve the problems your customers may come across when using your products or services.
- Social media – Most social media platforms such as Facebook and Instagram now give you the chance to connect with your audience in real-time. Using this you can let your customers get a glimpse of the everyday workings of your business, building transparency and trust.
When creating videos, you need to be careful to make sure that the colors, voice, locations and even the music you use are consistent with your brand identity.
This may include photos you choose to include on your blog posts or landing pages to social media platforms. These could be images that you take yourself to show your brand or services, or those that you purchase online. Either way, make sure that they are
This can be achieved by considering the many ways your customers can use your products or services. Or how they can help your customers reach their goals or solve their issues. Try to capture these moments through your photos and they will easily replace a message that would otherwise take a thousand words to tell.
You can reveal what happens prior to you deliver the complete product or service to your customer via a single photo. Such behind the scene photos, published through your website or your social media channels can help build a connection between you as a company and your customers. The more your customer knows about the developers of the product or service they use, the more trust they are willing to invest in you.
A single photo can make someone hungry, cry or smile. Pay attention to what you choose to photograph and the colors you try to enhance, for they play a major role in stimulating emotions in your customer.
What is better than a storyboard – images or illustrations organized in a sequence – to tell your brand story?
Without a story, there is no cohesion. Your story ultimately influences people’s buying decisions, therefore be careful as to what you say and how you say it. Follow these tips and you’ll get it right.
Do you use any other method to relate your brand story to your customers? Do let us know in the comment section below.
About the Author
Amanda Athuraliya is the communication specialist/content writer at Cinergix, the team behind the development of Creately Infographic Software. She is an avid reader, a budding writer and a passionate researcher who loves to write about all kinds of topics.