The Story Behind Your Brand

I have read hundreds of Western novels. Ever since I was a kid, I have loved the story of the good versus bad guy. Every story is different, but the theme of overcoming hardship is clear. The story would not be compelling without the protagonist prevailing over obstacles. I especially enjoy knowing what a character thinks as he conquers adversity.

The type of men and women necessary to succeed in the harsh environment of the Old West is fascinating. Most of us would find it difficult to survive in such a landscape. Many people moving west deemed it a great opportunity, regardless of the tribulations they faced. Triumphing over hardships, conquering fear, and staying optimistic in the face of overwhelming odds is enticing.

An engaging narrative is the very essence of a compelling brand story. Your Brand story should help connect you with your audience. Once your audience understands why you do what you do, they will want to support you. If your brand story is compelling enough, it will help you succeed.

The best stories I have read stand out in my mind. We all remember a good story, so a brand story must be memorable. Inform your audience of the obstacles you have overcome to get where you are. Be honest. You don't need to provide every detail but stick to facts. Outline your purpose with passion.

A convincing story should intrigue the public and encourage participation in your brand. Your brand story should engage your audience and create support for your cause or business. Your brand story should resonate with your audience. Your audience must be able to relate to your story.

A rock climbing business may tell a story about when they began climbing and could not afford quality gear. The incident could inspire the creation of an affordable, quality line of rock climbing gear. Other rock climbers can empathize with the owners and feel connected. The rock climbing business has engaged its audience with a compelling story. A story like this can rally the rock-climbing community and help the brand succeed.

Your brand story should be consistent. Use the story on your website, brochures, flyers, and in-store. Consistent use promotes more audience connections and builds your brand.

A brand story should connect the brand with its audience, be authentic, compel an emotional alliance, and inspire support. We all have a story to tell. How we tell it may make the difference.