EPISODE 006 | APPLE PODCASTS | SPOTIFY

The following free guide is full of further prompts and more examples - in addition to these show notes - to support you further:

I THINK THIS IS ONE OF THE MOST IMPORTANT TOPICS FOR OUR BRANDS: It is all about your brand story and ensuring your customer feels genuine value from your offerings.

People are naturally drawn to stories. Stories help us make sense of the world around us and connect with others on a deeper level. And that's why, in marketing, telling stories is a powerful way to engage with your audience, for them to relate and connect with your brand and to help them see the genuine value in all your offerings.

As humans, we will invest in things that make us feel something. It’s a noisy world out there, and it’s essential for the success of your brand, that you make people feel something. People need to be able to relate to your story and link to your products or service, directly as a solution to something they want, desire and/or need.

All too often, business owners can become so involved and focussed on their products, that they can’t see past all the incredible technical details and why it’s so different from the competitors. As a result, you will see sales pages listing incredible feature after feature and About Us pages telling you someone’s back story. Yet, as a buyer, you have no idea how the offerings and brand might be able to help and/or benefit you. So, you simply move on.

Think about it. When was the last time you were really captivated by a product's technical specifications? Not very often, right? But when a brand tells a story that resonates with you, it can stick with you for a long time, it makes you feel something. That's why storytelling should be at the heart of all your marketing efforts.

BUT IT’S NOT JUST ABOUT TELLING ANY STORY: Your brand story should be unique, engaging, and memorable. It should also be relatable to your target audience. Your audience should quickly be able to relate to something within your story and offerings. You must showcase the values and qualities that make your brand special, why it will truly benefit your target audience and it should connect with them on an emotional level.

For example, my own story, and you may have heard me say this story repeatedly, is I left my corporate role to pursue a huge dream, to grow a design led business from kitchen table to a seven-figure global brand, with all the freedom and excitement that came with it, and today I support those who are just starting out on their own dream and those who are looking to take their business to the next level, with practical, tried, and tested strategies, to help you build a brand you adore and to live a full, vibrant life.

SO, HOW DO YOU CRAFT A BRAND STORY THAT CONNECTS WITH YOUR TARGET AUDIENCE? Well, it all starts with understanding who your target audience is. What are their needs, wants, desires and pain points? What do they value and what motivates them? Once you have this understanding, you can create a story that speaks directly to them.

Your brand story should be authentic, relatable, and engaging. It should showcase the unique qualities of your brand and the values that it represents. And most importantly, it should leave a lasting impression on your audience.

One way to do this is to focus on the problem your brand solves. What pain points does your target audience have, and how does your brand help to solve these problems? This type of storytelling can help to build a strong emotional connection with your audience and make them see the value in your brand.

LET’S LOOK AT SOME EXAMPLES OF BRANDS THAT HAVE DONE STORYTELLING RIGHT: Take Apple, for example. Their brand story is all about creativity, innovation, and thinking differently. They've consistently communicated this message through their advertising and product design, which has helped to create a strong emotional connection with their audience.

At every touch point, you feel the value, you can connect with the brand and you believe that having an Apple product will help you be the creative you know you can be. By using their devices, you can achieve your dreams, it is all about how the products will play a significant role in your life, to help you achieve your dreams, whether on a personal level to keep connected with your friends and family, to enjoy alone time benefitting form the apps or to keep you inspired as you are working towards your professional goals.

Another great example is Nike. Their brand story is about the power of sport and self-empowerment. They've used storytelling to create an aspirational image of the brand, which has helped to build a loyal following of customers.

And let's not forget about Coca-Cola. They've built a brand story that's all about happiness, friendship, and spreading joy. This type of storytelling has helped to create a strong emotional connection with their target audience and it has made their brand synonymous with positivity and happiness.

THE SAME CAN BE FOUND IN ALL SUCCESSFUL SMALL BRANDS: Let’s look at the underwear brand Stripe and Stare, one of their opening paragraphs state, “The Stripe & Stare story is one of female founder strength and an unwavering commitment to planting playfulness in sustainable clothes.” It is directly appealing to their target audience of strong women, looking to feel empowered, with a focus on sustainability, practical comfort and not taking themselves too seriously. I think so many of us can relate to that. We see their story and outlook being similar to our own.

Riverford is a collection of organic farms, delivering fresh food direct to your door. They state “Brilliant veg has the power to shape a better world – through what we grow, how we grow it, how it inspires you in the kitchen, and the joy it brings to your plate.” Their food is more expensive than a supermarket shop, but you can instantly see the value, both in the good and from the enjoyment. You can understand the offering and given the clear description, if budget allows, it may well be something you will happily invest in.

On the adventure clothing brand, Finisterre’s About Us page, they open with their brand story with the following paragraph “Born in 2003 from the needs of hardy British surfers, Finisterre designs functional and sustainable product for those that share a love of the sea.” The story goes on to say “Since day one we have taken a pioneering approach to making better and more sustainable product, challenging and innovating, seeking alternatives to what has gone before. We’re committed to making informed decisions about our impact on the environment and are constantly trying to push boundaries to make the best product we can. In our eyes this is gear that will be with you the longest; and the longer you have it, the more attached to it you become.” There are so many potential relatable words in there and powerful visions, and you will quickly know whether this is a brand, with products that are right for you.

So, now that you know the importance of storytelling in your marketing efforts and how to craft a brand story that connects with your target audience, it's time to put this into action. Start thinking about the unique qualities of your brand and the values that it represents. Then, create a story that speaks directly to your target audience and showcase these qualities in a relatable and engaging way.

EIGHT KEY POINTS TO CONSIDER WHEN CRAFTING YOUR BRAND STORY:

1. Begin with a clear purpose: Your brand story should start with a clear and compelling purpose that communicates why your brand exists and what it aims to accomplish.
   

2. Be authentic and genuine: Ensure your brand story reflects the true essence of your brand. Authenticity helps you build trust and credibility with your target audience.
   

3. Be relatable and emotionally engaging: Connect with your audience on an emotional level by sharing stories that resonate with their values, experiences, and aspirations. Emotionally engaging stories are more memorable and help to foster a deeper connection with your brand.
   

4. Incorporate your brand's history and evolution: Share the journey of how your brand came to be, including the challenges and successes you've experienced along the way. This adds depth to your story and humanizes your brand.
   

5. Focus on the impact: Explain how your brand makes a difference in the lives of your customers or the world at large. Demonstrate the real-life impact of your products or services on your customers' lives.
   

6. Keep it simple and concise: A great brand story should be easy to understand and remember. Avoid using jargon or overly complex language, and focus on delivering a clear, concise message that resonates with your target audience.
   

7. Make it visually appealing: Use compelling visuals to support your brand story and make it more engaging. This can include photographs, videos, illustrations, or any other visual elements that help convey your message and evoke emotion.
   

8. Encourage customer participation: Invite your customers to be a part of your brand story by sharing their experiences and testimonials. This not only adds credibility to your story but also helps to create a community of loyal brand advocates.

STORYTELLING SHOULD BE AT THE HEART OF YOUR MARKETING EFFORTS: It's a powerful tool that can help you engage with your audience and build a strong emotional connection with them. And when you have a strong emotional connection with your audience, they're more likely to remember your brand and become loyal customers.

Another important aspect of crafting a brand story is consistency. Your brand story should be consistent across all your marketing channels and touchpoints, from your website to your social media presence to your advertising campaigns. This helps to reinforce the message and build a strong brand image in the minds of your target audience.

And don't be afraid to evolve your brand story as your brand grows and changes. Your story can change, it is completely fine for this to happen, in fact, it is more than likely to happen. So don’t worry about getting your story completely right from day one. Your brand story should be an ongoing process, not a one-time thing. As you learn more about your target audience and your brand evolves, your brand story should evolve with it.

My own brand story has evolved significantly over the years, from the very beginning with potted plants helping my customers to send unique and thoughtful gifts throughout the UK, to where I am today, now supporting you wherever you are in the world, with your own marketing and strategy for your unique business.

Storytelling is a critical aspect of your marketing efforts and should be at the heart of your brand strategy. By crafting a brand story that connects with your target audience on an emotional level and showcasing the unique qualities and values of your brand, you can build a strong, memorable brand image that will resonate with your audience and drive customer loyalty.

I sincerely hope you've gained valuable insights and inspiration. I’ve included the eight key points, to help you craft your brand story in the show notes, so head to those to help you to start crafting your own compelling brand story, plus there’s a further PDF resource below, which you can download for free, full of additional prompts and more examples.

Remember, a great story can make all the difference in building strong emotional connections with your audience, driving customer loyalty, and ultimately, setting your brand apart in the competitive market.

Warmest,
Philippa x