Brand Stories: Once Upon a Time…

A story is always good. Stories are close to our hearts because it is something that we have grown familiar with through the years. Who could forget mommy's bedtime stories that almost always start with ‘Once upon a time…?' Or, who could forget the story of your first date? Stories are things that make us human because they make sure that we connect with others.

How do we use stories then for our business? Well, there is what you call brand stories. Brand stories are compelling and provocative stories that the audience will like because they are weaved in a manner that strikes an emotional chord. If you do not know it yet, it is one of the best ways for a business executive to distinguish himself from the rest.

So how do you weave a story for your business?

Your ultimate goal is to bring life to your brand. More than a company or a business, your story will be put to life by bringing into the picture pure human emotions. Hence, if you want others to recognize your story, the best way to do this is to develop the key message of your story. Recognize the kind of message you want to impart. You can use various modes to communicate your story to your audience. First, you can use commonly used media such as TV or radio. You can also use print collaterals like flyers, brochures, etc. to tell your story.

The character of your message will define the story. So be true to your brand and make it as compelling and believable as possible. Focus on messages that will make your brand unique and different. Make your story stand out for everybody to know your message.

The personality of the business, which you should define in your business plan, will shape your brand story. Corporate values should be clearly communicated either through flyer printing, brochures, posters, TV ads, magazines, etc. This is about what values will inspire your customers. Values like respect for all humanity, sanctity of the family, etc. are common corporate values that you may want to use in your story. Your stories should align with how the company wants to project itself. They should add to its image. After all, brand image is everything in business.

Then think about how you want your audience to respond to your story. What is the ending? Did the characters live happily ever after? The brand story should impart a lesson - a lesson that will serve as a call to action. This lesson should provide the impetus for your audience to take on the challenge. A powerful story will evoke emotions that will pull audience to your business like a fly to syrup. As they lap the story, they begin to take part in it and become involved themselves. This is what you want to do - to engage your customers to be part of the story.

Remember that your audience has this ability to pick up on your brand story. It is important then to raise your brand energy levels by using stories that are dynamic, compelling, engaging, and for lack of a better term, contagious. After all, there is something very attractive - no, magical - to brand stories that will make you feel energized and passionate about your story.