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Why Your Brand Needs a Story

Why Your Brand Needs a Story

If you look at enough successful brands, you will see that it is more than great products and services that set them apart from their competitors. It is that their brand tells a story, and the connection that it gives them to their customers helps forge a strong loyalty, which in turn leads the brand to a greater level of success.

Why a story?

People love a good story. It is a way for their subconscious to connect their own beliefs to those of a business. Most purchasing decisions are not based on logic alone, but emotion also plays a major role. This is why it is important for a company to develop a deeper connection with its customers. If your customers feel linked to you on a more emotional level, then they will be driven by that connection to return to you over and over, and to send more valuable customers your way.

What type of story?

If there is one story type that so many of us latch onto, it is one that makes them believe in overcoming obstacles. Stories about a person or business that started out struggling, met failure, and yet still overcame all of that to become successful is just what people like to hear. It is an inspiration to them and it is this type of story that puts them into a positive mood.

Finding your brand’s story

Every brand already has a story, you just need to polish it up and bring it out for people to see. Where did your dream for owning your own business begin? What was the purpose behind starting your brand? How do you want to make your mark on the world? How do you want to give back? Answer these questions, and you will have the framework for your brand’s story.

Remember that this story is one that is meant to inspire. People do not want to be told that you were sick of being poor and so you looked for the fastest way to get money pouring in. Instead, focus on how you discovered the thing that you have to offer that can improve peoples’ lives, meet their needs, and help them meet their own goals. Your story should tell your audience not just how and why you started, but what you want your brand to stand for years into the future.

Is your ultimate goal for your business to leave a better planet for your children? To help other small business owners achieve success? To work with children and set them on a path for graduation? Maybe you want to spark a resurgence in vocational training in your city. Whatever the goal, make it a part of your story and share it with your audience, encourage them to be a part of that story too.

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