How to make a brand story?

Brand Story is a narrative or story that describes the origin, purpose, values ​​and personality of a brand brand pays This story usually goes beyond the introduction of products and services and contributes to a deeper and emotional connection between the brand and the.

What is the brand story?

Brand Story is a narrative or story that describes the origin, purpose, values ​​and personality of a brand brand pays This story usually goes beyond the introduction of products and services and contributes to a deeper and emotional connection between the brand and the audience. The brand story should be based on the facts, principles and characteristics of the brand and be expressed in an attractive and coherent way that the audience can relate to and remember.

In other words, the brand story is the story of ups and downs that every business goes through to achieve the prosperity and prosperity of its brand. The creative narration of the brand story increases the interaction with the audience and creates a stronger connection with them.

In this way of advertising and communication, instead of narrating the entire history of the brand, they only narrate its important ups and downs in achieving success and the current position. As a result, brand storytelling is different from its history.

What are the important points in brand storytelling?

One of the most important points in brand storytelling is to use storytelling techniques to inspire and make the story impactful. But how? Next, we will review the most important points:

1. Introduce the organization and team members

Customers and audiences like to know behind the scenes of the product or service they receive. So, tell us about your organizational culture. Define why and for what motivation your team gathers together every day and what is the ultimate goal of the organization to produce a product or provide a service to its customers.

2. Define the brand personality

explain Brand identity And who exactly is the persona you have in mind for it, what does it do, how does it solve its problems and challenges, what does it see value creation in, and how does it maintain those values.

3. Show the vision of the organization

Each story has its own elements and characters. In brand storytelling, the main elements and characters of the brand should be introduced to the audience and customers in the course of different stories.

In general, the main points of the brand story can be summarized in the following table:

Commitment to the facts	Visualize goals
Introduction of products / services	Introducing the members of the collection
Brand position and other people's perception of it	Improving the distribution method
Correct response to comments and criticism	Focus on positive brand reputation
Defining the landscape	Definition of organizational values
Improve customer experience	Focus on quality and price
Removal of geographical restrictions	Attending forums and gatherings

Read more: What is brand development? And how is it done?

What are the benefits of a brand story?

Any topic and content that is told in the form of a story is more attractive and effective and increases the engagement and communication of customers and audiences. Brands can communicate with their customers with the help of "Brand Storytelling" and introduce the values ​​and goals of the business to them.

The most important point in brand storytelling is to use storytelling techniques to inspire and influence the audience. In general, the benefits of storytelling can be summarized as follows:

1. Increasing customer loyalty

The first goal of any business is to make money and achieve maximum profit. But one of the most important reasons for the formation of businesses is to meet customer needs. It doesn't matter what product or service you offer to your customers, you are always looking to meet one of their needs. Sharing this important concern increases customer empathy and loyalty.

For example, pay attention to this advertising video of the Baslam brand, which was designed and implemented by Iran Navin Advertising Center. In this video, you can get to know the brand's concern, which is to support customers and meet their needs. This encouraging feeling remains in the minds of the audience and makes them feel important. As a result, they support the brand more.

2. Unique advertising method

Brand storytelling is one of the best Marketing methods and Advertising and with its help, customers can be informed in the best way, build better communication and interaction with them, and increase their trust. Narrating the story of the brand helps the business to take on a human face and the audience is well acquainted with the identity Brand personality get to know

3. Sharing brand experiences

The story of each brand is a rare treasure of its experiences in the path of growth and development, and its narrative can inspire new audiences and entrepreneurs. Over time, this will help increase the brand's reputation among competing businesses.

Brand storytelling will help you to remain well in the minds of the audience and stand out from other competitors.

Read more: What is a brand archetype??

How to write a brand story?

Now that you are familiar with the concept of brand story and its benefits, it is time to go to the most important points of brand storytelling. Using these techniques in Branding process It is very important.

1. Know your target audience

A story without a listener is useless. So the first step in storytelling Identify the target audience is The more details you discover about the needs and wants of your target audience, the more chances you have to craft a good and effective brand story. The best way to know the target audience Developing audience personas is

2. Understand the value of situations

No matter how important and useful the story you tell is, if it is not told in the right context, it cannot have any effect on the audience. To become a good situationist, you need to go back to the first principle: identifying the target audience.

If you know your audience, you can discover how to address them, how to try to meet their needs, what product or service to offer them, which competitive advantage or key product to talk about, and what method and technique to talk about the difference of your products or services in order to have the greatest impact on the audience.

3. Don't neglect hero-building

For centuries, heroes and legends influence people and attract their attention. Don't neglect to make a hero. Each brand can have its own hero depending on the goal it is pursuing and the needs of the target audience. Do not forget that the excitement and charm of any story is its hero.

4. Be truthful and honest

In the article "The Role of Public Relations in Branding", we fully explained how the honesty and truthfulness of the brand with its audience can help establish a better relationship and create more interaction between the brand and customers.

So, be honest about your services and products and even the mistakes you have made, and explain about any problem or weakness that has occurred before customers lose confidence and take action to compensate for it. Don't forget that customers will forgive brand mistakes with a little explanation and simple compensation, but they will never trust a brand that has lied or covered up.

5. Don't limit yourself to your current audience

A story worth hearing and sharing, which targets the audience's feelings and emotions. So create a story worth sharing; Make them laugh and evoke their emotions, encourage them to share their experiences using your services or products with others.

6. Have human emotions

If you're looking to influence your brand story and increase customer loyalty, then you can't be callous and mechanical. Even if you have defined the brand personality as a robot or machine system, you should create some outstanding human emotions in him to give your brand personality, tone, feeling and individual characteristics.

Read more: Types of brand personality what is it

5 examples of the most successful brand storytelling practices

In the next step, we will explain 5 successful examples of brand storytelling so that you can get to know its principles and rules.

1. Dow brand

The Dove brand launched the "Real Beauty" advertising campaign with the aim of promoting natural beauty. As you can see in the video below, its main message is to "glorify natural beauty". What do you see as the reason for the success of this campaign?

• Paying attention to the needs of the audience means the desire to be beautiful and the elimination of social pressure to follow only a fixed pattern of beauty
• Identifying the right position in the supply and promotion of services and products
• Arousing collective emotions in the desire for freedom in being beautiful
• Championing the brand by supporting the natural beauty of customers and...

2. Toyota brand

Toyota's "Start Your Impossible" campaign tells inspiring stories of athletes with physical and mental problems, and this time instead of defining itself as the protagonist, it introduces the audience and customers as the protagonist and shows itself as a supporter of the heroes who start the impossible.

This work arouses the emotions of customers and audiences and gives them a sense of encouragement. As a result, they easily share it with others and feel more loyalty and closeness to the brand.

3. Starbucks brand

A cafe is a place to spend time with friends and family in a cozy and calm environment, and the more comfortable and relaxed it makes its customers, the more lovable and popular it becomes. By launching the advertising campaign (Meet Me at Starbucks), the Starbucks brand showed its customers that it is a good host to make their happy moments.

This advertising campaign shows well that customers can visit any Starbucks branch on any day and time of the week, they can experience love, respect, understanding, happiness and overall positive events and have a good time. Inducing positive emotions and supporting Starbucks made this ad campaign a success.

4. Asus brand

In today's world, access to technology is very important. It doesn't matter what age or geographical location we are; A 10-year-old child, a mountaineer who camped in the snow, an artist who paints his thoughts with the help of technology, an engineer who produces industrial structures, etc.; Everyone needs the best technology.

This campaign emphasizes the role of technology in improving the quality of life and promises its customers that it will stay by their side even in impossible situations to make their dreams come true.

5. Nike brand

Anyone with any ability and effort can be a hero. This is the message of Nike's advertising campaign (Find Your Greatness) and instead of focusing on famous and professional athletes, it has gone to ordinary people. This video shows the daily efforts of ordinary people who follow Nike's slogan "Just do it" and get results.

The main message of the campaign is that anyone can achieve success with hard work and determination, and the Nike brand supports its customers in achieving their goals and dreams.

Leave your brand storytelling to us

Storytelling and brand storytelling requires a lot of skill and experience to be able to establish the best and most effective communication with customers and audiences and engage their minds. To stay in the minds of the audience and stand out from the competition, you can tell your brand's story Advertising center Leave it to Iran Novin, the first and largest advertising company in Iran.

Iran Novin's advertising specialists and experts provide you with the best and most effective services with years of brilliant experience in designing and implementing all kinds of advertising strategies. To get free advice and receive Branding services with us contact take

brand storytelling; One of the most effective marketing methods

In this article, we examined the concept of brand story and explained what brand storytelling is and what benefits and value it brings to the brand. With the help of brand storytelling, you can involve the feelings and emotions of your customers and audience and interact with them better.

In fact, brand storytelling can be considered one of the best marketing methods you can use Brand awareness index increase in your customers and strengthen their interaction and loyalty.