Having a great product or service is only one aspect of making a sale. Creating a brand storyline comes from the essence of your business, which your target audience will not only be interested in, but also connected to.
It is not a new concept, but with more channels, such as social media, telling the right story has become imperative.
A good brand storyline is an important aspect in moving a customer from being merely a consumer to a brand advocate. People like being taken on a journey that they feel connected to.
Creating a brand storyline is a strategy, but that does not mean that it is deceptive. It needs to be transparent, truthful and a reflection of your company.
1. The present
- Creating a storyline needs to start with a good premise. Having a clear and transparent understanding of what the company stands for and what they hope to achieve is a good way in sparking the interest of your customer. This should be reflected in all aspects of the business.
- Customers are affected by your strategy if they see a passion in the business. This means for a rebrand, looking into your past and telling a narrative about how you reached your current position. An example would be a logo that says ‘since …’, which is a simple way to begin a brand storyline. From there, a business can create a timeline of the growth of the company.
- Like a good movie, brand storylines can be told through a great character. People want to feel connected to these characters and want to know what happens to them. An effective brand strategy will allow your customers to become emotionally invested in their storyline. This can be done through allowing your staff to become part of the tale. Bunnings is a good example of this, as they employ their staff to talk about why they like working at the stores in their commercials.
4. It’s a page turner
- Brand storylines need to have structure, but they also need to leave the audience wanting more. By creating an interesting storyline, your customer is more likely to become involved. Using real people to tell your message is a fascinating way to build long lasting relationships with your target market.
5. Multi-platform approach
- Using a consistent and thought-provoking brand storyline needs to be apparent through all aspects of your company. That means that it needs to be present in your social media activities, your advertising and marketing practices, but also your business. If there is a component of your business that is not meeting the intended storyline, a customer will not become involved. Remember, your staff are your front-line brand ambassadors and storytellers.