Develop a Remarkable Brand Story
We sat down with our strategy director, Chad Verity, to learn how to create a story that will build your brand and shape the future of your business.
How does a company begin to develop their brand story? Chad suggests that you start out by figuring out what is at the core of your brand DNA. Ask yourself a few questions:
- What makes our company distinguishable?
- What are our values?
- What keeps us accountable to our values?
- What is our vision, purpose and mission?
As you develop responses to those questions, you’ll begin to identify a core DNA that inspires your brand story. Your company story goes deeper than your ad campaigns or marketing materials.
If you are a startup, you can help your brand story evolve by developing a five-year strategic plan that is at the point of investment readiness, even if you don’t need an investment. Developing a strategic plan is hard work at the beginning, but taking the time to think through your values, vision, mission and purpose will help you dial in on your core story.
“When companies have the tools in place to tell the story well, we call that telling a shareable story. Every company tells a story, but not every company tells a shareable story that consumers are sharing as well.”
It’s important to remember that your customers have their own story too. How does your business story and your customer’s version of the story play together?
“When companies have the tools in place to tell the story well, we call that telling a shareable story,” says Chad, “Every company tells a story, but not every company tells a shareable story that consumers are sharing as well.”
A key mistake that companies make is positioning themselves as the hero of their story. “The company is Yoda,” explains Chad, “The consumer or customer, they are Skywalker – the hero of the story.”
Develop a brand story that makes your customer feel empowered to do great things. The foundation of your brand story should be about connecting with your audience and providing a platform for customers to tell their own story.
You don’t necessarily need to spend a lot of money telling your story. Social media is an easy platform that can be used effectively. A company website is also an important tool in sharing your story. Your online presence requires thought and process. If you can’t afford to pay an expert to help you, it is worthwhile to access online resources for guidance.
Symbra works with companies to help them tell a brand story that resonates with customers. We’d love to have a conversation about what Symbra can do for you. Call us at 587.797.7979 or email us at [email protected].