Compelling Brand Story to Win and Retain Customers

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“A brand story is a valuable marketing asset. It embodies a brand’s guiding principles and impacts every facet of the organization. The narrative helps to empower marketing and sales people to communicate a brand story,” –

Fables, stories, tales, and narratives rank among the enduring creations of human civilization. These devices form a part of knowledge systems that spotlight human ingenuity and enable human beings to transmit information to subsequent generations. In modern times, commerce and commercial organizations have managed to evolve their own versions in the form of a compelling brand story that spotlights the values, heritage, personality, purpose, and future of a business enterprise.

A good brand story constructs a visual narrative that examines a corporate organization’s journey from various standpoints. These include the origins of a brand, its early days as a commercial entity, the challenges faced by the brand, overcoming such challenges, real customer testimonies, relevant business data, etc. We note that the compelling brand story must attract and lock audience attentions in the interests of successfully transmitting the corporate message. Therefore, every organization that wishes to convey a compelling brand story must invest time and effort to frame the narrative in a compelling manner and use the mentioned devices to construct the narrative.

Famous brands need to create a compelling brand story premised on facts and embellished with historical data. For instance, a famous quick service restaurant operator has managed to construct an engaging brand story that originates in entrepreneurial vision. The story underlines the importance of providing quality, service, and value to its customers. It also delineates the growth of the brand and its expansion to more than a hundred countries across the world. We must note that the brand and the restaurant are emblematic of entrepreneurial drive to serve the masses. The story also highlights numerous problems faced by the brand and the harnessing of innovation and best practices to defeat said problems.

Philanthropy and the greater good can be utilized to create the foundations of a compelling brand story. This is an attractive proposition because it spotlights the theme of human emotion in a corporate narrative. For instance, a shoe manufacturer can choose to donate pairs of brand new footwear to charity as a service to society. The number of pairs donated can comprise a pre-determined percentage of overall annual sales of footwear products. This fact can be melded into the compelling brand story created by said manufacturer in a bid to win new customers. Existing customers can be impressed by these strategies and therefore, may choose to direct their customer dollars to the said institution. Further, the brand may elect to spotlight this strategy as part of its corporate social responsibility in business pitches offered to investors.

Consistency in brand messages must be a part of a compelling brand story. Brands and businesses must appreciate the fact that customers need to receive a consistent brand message at all times; else, they may be confused by brand communications. For instance, a barbecue equipment manufacturer may choose to choose to promote fire safety messages in its brand videos and brand communications. Every message that emanates from the brand must promote said message because it seeks to educate customers on the importance of safety in the handling of hazardous materials, such as fire. In line with this stance, the brand can devise videos that depict expert handling of various inflammable liquids and other fuels that are used in the operation of a barbecue device. This plank can constitute the operational part of the compelling brand story and elevate the brand among its market peers.

Modern video technology can combine data and visuals to create a compelling brand story. This tactic is innovative and enables brands to create succinct corporate messages based on facts and numbers. For instance, an insurance services provider can choose to create an innovative brand story by melding streams of visual information through a video product. Important information can be culled from the business archives of the organization and can be deployed to construct the compelling brand story. We note that most customers and business prospects would appreciate the effort because it conveys the brand story in a visually engaging manner. The brand can choose to spotlight its achievements, its years of operation, and its current market standing through this brand message and thus win new generations of customers.

A coffee maker and marketer can elect to create a compelling brand story based on the origins of its primary raw materials and the journey of the brand in distant lands. The brand story can depict visuals of the exotic lands that provide raw coffee beans, the harvesting of the raw material by hand, the selection of quality coffee beans, and the mechanised processing of the raw material in sterile factory environments. This inward journey can be engagingly portrayed in a professionally produced video communication product. The audiences would appreciate the authenticity of the product and this may enable the brand to expand its customer base and deepen the commercial engagement with existing customers.

An evolving brand story can be strategically created to attract and retain online audiences. A brand can elect to create a community on social media with a view to enhance its commercial prospects. Various visual vignettes from the brand’s journey can be posted in the online community as part of a compelling brand story. Audiences and future customers may comment on these efforts, thereby igniting an ongoing conversation, which benefits the brand image. In addition, customer experiences with the brand can find prominence in the online community. Further, the business can choose to post cryptic clues about forthcoming product launches in order to galvanize audience attention. This interactive approach to building a compelling brand story can pay rich dividends as the brand expands its business remit in time. We must note that brands and businesses must pay special attention to tending to various queries from online constituents because these conversations are archived in the online community.

Unique and interesting aspects of a brand journey must find special place in a compelling brand story. Commercial organizations can use these aspects to pique human curiosity and spur an ongoing engagement with the brand narrative. For instance, a beauty products manufacturer can elect to spotlight certain interesting aspects of its production and testing processes. These facts can be tastefully dovetailed into the narrative in a bid to hold the consumers’ attention. These devices ensure that the consumer buys into the brand promise and continues his or her fascination with said brand. These reactions will likely ensure a steady flow of consumer dollars into the brand coffers, thereby achieving the commercial objective of sketching a compelling brand story.

In the preceding paragraphs, we have examined some of the devices that enable a brand to portray a compelling brand story. These devices can be refined and alternative strategies can be explored when brands seek to expand the possibilities of creating modern brand narratives. In essence, the brand or business must ensure that customers and audiences relate to a brand story if the business is to thrive in the long-term. Further, brand stories must evolve with time in order to generate fresh appeal for younger customers that are entering a market. These suggestions can help a brand to transcend commercial limitations and achieve greatness in the modern markets.

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