Storytelling is one of the most important elements in branding these days. Companies need a brand story as a way to represents who they are as a brand and what they stand for. It’s one of the main factors that set the stage for every interaction a consumer has with a brand, whether it’s in-store or online. The brand story is what defines the purpose of the business to both the customer and the staff. When building a brand story, companies need to determine why they need to understand their product and understand their audience.
First, businesses need to start with why. Why they do what they do, brands should be asking themselves questions like “why do we exist?”, “How do we contribute to the world?” and “what is our mission?”. Companies need to take a step back and look for their brand beyond the products and services. They have to recall the passion for getting them started in the industry, like connecting with your customers at an emotional level. For example, TOMS, the non-profit company that is well-known for its shoes, eyewear, and handbags, always helps out different organizations around the world with every consumer purchase, like they donate $1 for every 3$ they make. They have donated to organizations to help with mental health, equality opportunities, and physical safety.
Second, brands need to understand their products, which is business understanding how and where their product and services fit into it. They need to know what the quality and price point of their product is and how their product differs from the competitors’ products. These questions can help a brand determine how their product fits into their brand story. Brands need to stick to their original purpose, like if a food-producing company starts by having natural and organic ingredients, but later on, begin to focus on mass-producing and adding additives and chemicals; it changes their purpose. They lose what their goal is and the understanding of their products.
Third, companies need to understand their audience, and they need to get to know who is receiving their message. They need to see the consumer’s passions and pain points that can help determine how the brand story fits into their lives. Companies need to ask themselves, who is their current and ideal customer. Narrowing down their typical consumer can be essential to carving a brand story for any company. By brands proving their passion, it helps the credibility of their brand story and creates meaningful connections that can lead to sales. Dove is a company that is trying to make its audience feel good about themselves. They are trying to reach people, especially women, to feel comfortable in their skin, which is a massive issue in today’s society, showing they know their audience and how to reach them with their message.
All of these factors and companies are significant elements that guide me to make a compelling brand story for the current company I work for. As an assistant manager and marketing coordinator of a fitness studio in Miami, we want our brand story to impact our members. At the same time, we convince future consumers to make a lifestyle change for their health. We want them to be healthier and get involved in the fitness industry in a safe and positive environment. Staying consistent, having an authentic brand story, and documenting the brand story will implement an affective story to an audience. These essential factors have helped mine and many other brands stand out from their competitors and be a triple threat in their industry.