Having a business brand story is incredibly important for multiple reasons. Including better connecting with your customers, building trust, and clearly showing the key goal of your company. A brand story forms the basis of your entire business. It is the reason why your business exists in the first place. So, getting your brand story right can make the difference between your company being a success or a failure.
But how do you write a brand story that really connects with your audience and helps to build trust with them?
In this article, I’m going to go over a few tips that will help you write an engaging brand story. One that clearly explains your company’s mission. Plus connects with your target audience to help build trust and brand loyalty.
Keep the Story Short and Simple
Your brand story needs to be simple to follow and understand. This doesn’t necessarily mean you need to remove some important parts to shorten the length. However, you do need to make it so your story is concise. Make sure it doesn’t go off on unnecessary tangents.
Try to include the most important and interesting elements of your story. These include:
- The reason why you first got the idea to open your business.
- When you first started forming your company.
- What’s the main goal of your business.
Remember that most of your audience probably don’t have a lot of spare time (or the attention span) to read multiple pages about your brand’s story. So it’s best if you try to condense your brand story down to around 400-500 words maximum.
This is a key part of any brand story — authenticity. Being authentic helps your audience to feel more connected to you. Always be open and honest about your business’s journey. Nowadays, it’s very easy for people to be put off by businesses who deliver their brand story in a corporate (ahem..robotic) fashion. I know I am.
One way of avoiding coming across as a corporate robot is to use conversational copywriting. This something that has been mastered by one of our recent podcast guests, Nick Usbourne. You can learn more about it here. Essentially, it means delivering your message in a friendly, casual way, kinda like if you’re speaking to a friend.
So by being transparent, honest, and conversational, your audience will feel like you’re giving them the truth. Therefore they’ll tend to better relate to your business’s messaging and trust your brand.
3 Simple Stages
Here’s an example of a simple structure that you can follow that works for most businesses wanting to write engaging brand stories:
- Beginning: The problem you aimed to solve when starting your business.
- Middle: Your idea for solving the problem and how you developed the solution.
- End: What your business has done for far to solve this problem.
This structure keeps things simple when it comes to writing your brand story. You can split each section in equal length (150-200 words per section) which helps you to keep each section concise but also follow a logical flow.
This also makes it easier for your audience to follow, as you’re delivering your story is a 3-stage formula that’s easy to understand. This keeps people more engaged.
Give Examples of Your Story In Action
If possible, you can give examples of how your business has succeeded in certain areas. Whether you’re a B2B business helping other clients with their company, or if you’re a B2C business with examples of how your customers have benefitted from your products or services.
You can include these examples underneath your brand story for anyone who wants to learn more about how your business could potentially benefit them.
Bonus: Add Legitimate Reviews Underneath Your Brand Story
Leave reviews and feedback you’ve gained underneath your brand story to help verify your claims. We all know how important reviews and testimonials are nowadays. I don’t know about you, but when it comes to purchasing a product, I always check reviews before buying to see if I’m gonna be happy spending money with a specific company.
If you have reviews on Google, Trustpilot, Facebook, or any other review platform, insert them below your brand story on your website. If you work with a range of clients that haven’t yet given you a review, you can ask them to give you one to include on your website.
Reviews and testimonials will help to back up what you’re saying that your company can do, and it proves that you’re fulfilling the objective laid out in your brand story.
What’s Your Brand Story Going to Look Like?
What are you going to include in your brand story and how are you going to structure it to keep it engaging and help it convert into more loyal customers?
I’d love to know what your brand story strategy is and whether or not the tips in this article have helped you to create something special to help better present your company to the world.
For more ways to improve your marketing strategy and grow your business, read through some of the latest posts on the Intentionally Inspirational blog.
Written by Lewis James