Businesses in all sizes must find a way to stand out from their competition for them to thrive and grow. And one of the common mistakes they do is overlook branding efforts because they think of themselves as a business and not a brand.
In this article, we’re going to discuss the importance of branding on your business and how you will be able to convey the message of what your brand speaks through the use of storytelling.
Branding is the creation of an identity for your products and services that has meaning to your customers. This includes visual symbols, values, reputation, customer experience, recognition, and awareness in your industry's marketplace.
Brand strategy on the other hand is a plan to reach your company's goals. If your goal is to become the most beloved clothing or shoe brand, you're going to start to create a strategy around it that helps people understand why they should choose you.
Branding is important because it promotes recognition. People tend to do business with companies they are familiar with. It is also a way of distinguishing yourself from your competitors and showing the customers what’s in your brand that makes you the better choice.
Branding should be unique to you and your vision for your company. It authentically communicates your brand's entire story. Remember to be thoughtful and consistent in the way you choose to tell it.
One of the best ways to share your story with your customers is through brand storytelling.
Brand storytelling is using a narrative to connect your brand to customers, with a focus on linking what you stand for to the values you share with your customers. It involves communicating information and emotion in an interesting way.
This is important and related to branding because your potential client is flooded with brand information every day, and they only pay attention when something catches their eye. So if your message isn't compelling, customers and the media would not listen and notice your brand.
If you haven't fully thought about how your brand or your product solves a problem for your audience, then you can't make it clear to them why your product should be special and why it should catch their eye. Storytelling helps share that message of why your product is special or unique without being too salesy.
In creating effective storytelling, you should identify and talk about the benefits of what your product does for your customers. Focus on them and make education a cornerstone of your messaging. When people really understand the purpose and function of what your product does, they become more interested. Remember that it's the message over the product that typically converts.
There are multiple ways to tell your story. Every brand is unique and has its own story to tell.
Below are some of the topics you can include in your brand storytelling.
The story of why your brand exists and its purpose or mission to the community.
Painting a compelling picture of the future of your company, brand, and products.
Telling the older story of your company or brand if it's been around for some time.
The story of you as the founder or your employees and partners. You can talk about your journey on how you became the purveyor of this product or service.
You can talk about your company's unique culture and give a behind the scenes sneak peek of what it's like to work there.
Some brands are based on the story of real people, while others develop a fictional story based around characters. Tell the stories that can distinguish you and your product or service.
Telling client stories that highlight the unique uses of your products particularly, those reviews and endorsements from someone who is actively using it.
If you're able to make good storytelling for your brand, it will help you to build good public relations. A good PR combines your brand story with storytelling to maintain a favorable public image of your brand’s products or services.
Here are the different types of public relations that publicists will pull on using both branding and storytelling to create a compelling press initiative to push your brand.
1. Press & media relations
This includes working with editors, writers, bloggers, and stylists to pitch stories. Writing press releases, preparing quotes and statements from corporate officials. Lending products for photoshoots in order to secure coverage in magazines, newspapers, online media, advertising, TV shows, and movies.
2. Social Media
This is copywriting for the corporate blog and creating captions and assisting in content creation for Facebook, Twitter, Instagram, LinkedIn, Pinterest, Snapchat, Tik Tok, YouTube, and all the other ones that keep coming up.
3. Community Relations (including Influencer Relations)
Communicating what a brand stands for through events and community engagement to build a brand's reputation with its local area.
Providing financial or product support in exchange for branding and partnership with a local group or organization to access a specific group of people.
5. Crisis Communications
Crisis management is the practice of acknowledging, managing and working to reverse negative communication or perception surrounding your business.
6. Internal Communications (including Employee Relations)
Creating content for use internally to keep employees aware of changes, new launches, events, and milestones taking place to cultivate positive moral.
7. Public Affairs
Making connections and keeping relationships with government officials in order to persuade and inform the public about things that are going on in the community and your brand could be one of them.
Most business owners concentrate on sales, product, and logistics which is absolutely important, but it is only part of what you need to be successful. You can make something that's really great but if no one knows about it, you will not be able to sell it and make money.
The most successful businesses are the ones that have established themselves as a leader in their industry by creating a strong brand. So always consider branding and storytelling when running your business. There are a lot of ways to do this and the guide we provided will help you to start.