Crafting Your Handmade Story: The Power Of Storytelling In Your Branding
Jul 03, 2023 | Hritika Rani
These are the opening words you see when you visit the website of the sustainable apparel company Eka, whose designs celebrate the little, everyday delights of life with handcrafted items of cozy clothing. With such a brief introduction, we are able to picture the brand's mission and values. You must now be wondering how they managed to do it. It's the utilization of brand storytelling, which is the most crucial component of branding.
Branding is the act of creating and implementing a unique collection of features for your company. This allows customers to start associating your brand with your goods or services. The name, logo, slogan, and even the colors that are utilized consistently are just a few of the branding elements that are used. However, the main source of all of these components is the brand's narrative or story. Therefore, let's examine what makes storytelling the main element of branding and why you should be aware of it.
What is a brand story?
A brand story is a narrative that outlines the goals, principles, and values of your business. By explaining your motivations, it establishes an emotional connection between your company and its clients.
When you think about Nike, its tagline is likely the first thing that comes to mind. The brand distinguished itself as a motivator to the people and a provider of sports apparel with the use of just three famous words. That's the power of good storytelling.
A brand story is just like any other story you could read in a book or see on the big screen. The only distinction is in the outcome; while films and novels are produced for enjoyment, brand narratives are intended to forge connections with consumers.
Why is storytelling necessary for branding?
● Humanizes the brand
A brand story's first and most crucial function is to transform a company from a for-profit organization into a problem-solving entity. A story helps to humanize a brand and explains to customers why it was created in the first place and why it is necessary. It offers your brand a personality that appeals to potential customers and encourages them to become devoted consumers.
● Develops trust and relatability
We gain a deeper understanding of others' perspectives through storytelling. People introduce themselves to us through their shared stories. Brands are no different in this regard. Understanding helps build trust. Brands may gain the trust of their audience by engaging people through their narrative and testimonies.
● Involvement of audience
Ever wonder why people shell out hundreds of bucks to watch a concert or a football game when they can watch it on television instead? The answer is engagement. You become a participant in the game as you enter the stadium. Each spectator's cheers contribute to the stadium's overall excitement.
Similar to this, a brand story features a character that connects with the audience and makes the consumer the focal point of the company. By doing this, you are communicating to the public that the consumers are the core of the brand.
● Motivates action
As established earlier, the ultimate purpose of storytelling is to develop a connection with the audience, which prompts the latter to take action, be it making a purchase or interaction with the brand in any form.
Elements of storytelling
Despite the fact that no two stories are the same, they all have a similar basic structure. Context, Conflict, Change, and Conclusion are used.
A story follows a primary character who, from the viewpoint of a brand, represents the user or consumer. You can question why the client is the main character if the story is about the brand. The brand exists primarily to serve its clients, which is why this is the case. The story helps the customer identify themselves in the narrative the company is telling by focusing on them. Customers are therefore more likely to comprehend the products and how using them can add value to their lives
Following the selection of the main character, the narrative uses the 4Cs.
1. Context:The story's setting is established by the context. This may relate to where the customers live, their way of life, aspirations, and other factors.
2: Conflict: We must create a conflict or crisis involving our primary character since something must be happening to keep the story engaged. The conflict motivates the action taken by the main character. The conflict in a brand story could represent the issue that the brand seeks to solve.
3. Change: The main goal of the story is to overcome the conflict. This is where things change and where the action takes place. Now is the time for the brand to demonstrate how they can assist their clients in resolving their problem.
Conclusion: Finally, the story's conclusion puts a bow on it and helps the audience comprehend what happened.
Tips to customize your own brand story: Now that we are aware of the value of storytelling and the components of a story, let's look at how to create your own brand story.
● Identify your audience
Finding the right audience is the first and most important stage in creating an interesting brand story. Knowing your target audience can help you understand their qualities and, in turn, enable you to determine the type of story they are seeking.
You can identify your client base through statistics and research. Knowing what appeals to individuals is ultimately the best approach to influence them to choose your brand. A handloom sari brand, for example, is ideally suited for customers who have a taste for handloom, who understand its worth, and who are searching for a long-term clothing item. Targeting the fast fashion consumer base would not be the best move for the brand, since these customers are drawn to fast and trendy fashion.
● Choose your brand's personality
Since we previously discussed humanizing a brand, one should select a variety of values that best reflect the brand. Values are essentially terms that relate to your brand, such as craftsmanship, diversity, or sustainability. The tone of your brand, how you interact with clients, and future marketing strategies will all be based on these values.
By examining two eco-friendly clothing companies by the names of Doodlage and Nicobar, we can comprehend this. Both firms are committed to creating clothing that is both sustainable and handmade; yet, while Nicobar draws influence from Indian history to create simple and wearable pieces, Doodlage upcycles fabric leftovers to create playful and youthful clothes. Despite being in the same business, they are able to stand apart because of the individuality of their brand. This distinction also has an impact on their approach, target market, and other branding components.
● Highlight the brand's unique solution
The ability to build your own brand from scratch is now quite convenient thanks to the increased availability of resources and global connectivity. As a result, several enterprises are starting up every day. So how can your brand stand out in such a sea of competitors? The key is branding. The key is to highlight the unique features of your brand.
Every design is a solution to a problem. Consider the solutions that your brand offers. Is there a market niche that your brand is filling, can your products address a specific issue, or does your brand have any distinctive practices that set it apart from the competition? Once you've identified this distinctive feature, you may emphasize it in your brand story. This will indicate to the audience that your story is more than just an emotional appeal; it also has substance.
● Allow participation from customers
Involve your audience in your story. Use case studies or testimonies from the real customers that correspond to your target audience. By making your brand story seem more relatable and approachable, it will help attract people in. Furthermore, emphasizing the human aspect will help you appeal to people's emotions and build a stronger relationship with your business.
What to avoid in brand storytelling?
● Inconsistency in story
We now understand how crucial it is to create the perfect story for your company by choosing the proper values and comprehending your audience. However, you must believe in the story for it to be effective. It could confuse the clients if you are inconsistent with it. The wisest course of action after finalizing your story is to stick with it. Take into account your stories and ideals while choosing your brand's logo, tagline, colors, etc. It is your commitment to the story which will further allow the audience to believe in your brand.
● Leaving out the facts
Even though the main purpose of storytelling is to tug the heartstrings of the customers, it doesn't mean that you have to stay away from facts. Don't hesitate to highlight the number of satisfied customers you have served or to include insightful testimonials from devoted clients.
● Underestimate the audience
The worst error you can make while writing your story is to fail to consider your audience. People are constantly exposed to stories, therefore they are quite aware of
when a story is conveying the truth or when it is illogical. You should be able to picture your brand from the perspective of your customers since they are the protagonist of your story. This will help to identify areas for improvement in your brand and will also help to avoid any branding mistakes.
● Show up everywhere
Every brand now must have a presence online due to the prevalence of social media. Although it is a fantastic tool for engaging with your audience and better understanding them, you should still decide how you want to position your business in the market. You shouldn't feel compelled to adopt every trend or marketing tactic. Being all over the place can make it harder for your brand to reach the correct audience and can erode the value of your brand. One benefit of having a compelling story is that it makes your brand stand out. So, when selecting your brand's marketing strategies, keep your brand values in mind.
We now know that using stories to communicate with your audience and build your brand is a great strategy. You may develop a compelling tale for your own brand by paying attention to the aforementioned advice and processes. Why wait then? Get started right away and watch how storytelling changes your brand.
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